Match copy with the verb used as a keyword in visitors' search queries

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

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Examples

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Their A/B tests concluded that dynamic copy swap actually increases conversions by 31%.

Resources

Could Dynamically Swapping the Verb on Your Landing Page Boost Conversions? See the A/B Test Reveal

Could the verb someone types into Google actually impact trail signups on a resulting landing page? This is what digital agency ConversionLab wanted to find out on behalf of client, Campaign Monitor. See their statistically significant test results and how dynamic text could help your brand's paid search campaigns.

unbounce.com

Dynamic Text Replacement for Unbounce Landing Pages

Dynamic Text Replacement (DTR) personalizes your paid marketing campaigns by matching the copy in your PPC ads to the copy on your Unbounce landing pages. In short, DTR increases the relevancy of your landing pages for each individual user. When you increase relevancy, visitors are more likely to convert, and your Google AdWords Quality Score will improve.

unbounce.com

Tools