Overview
Campaign Monitor, the San Francisco-based email marketing agency, was confident that personalizing the copy on a landing page with the exact verb used in someone's original search query would result in higher perceived relevance for a visitor and, consequently, higher chances of conversion.
They wanted to find out if the precise verb someone uses in their Google search affects how they perceive taking action with a product, and if seeing this exact same verb on the landing page would boost conversions.
For example, if a prospect searched for "design on-brand emails," the agency would utilize the verb "design" in the headline and call-to-action (CTA) on the landing page, instead of "build," "create," or any other alternative. The rest of the headline would remain the same, but the exact verb would be carried through for relevance.
Execution Steps
Examples
Their A/B tests concluded that dynamic copy swap actually increases conversions by 31%.
Resources
Tools