Can we match up our landing page copy?

One easy quick win that’ll make you look like a growth hacking god 🤘. Dynamically match your landing page adcopy to your ad campaigns. 20-30% boost to conversion rate guaranteed. You don’t need to know how to code, or buy any expensive personalization tools…

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Dynamic Adcopy

Using Google Tag Manager (a free tool) you can publish arbitrary JavaScript to your website...More

Experience

Mike Taylor

Built a 50-person growth agency.
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Premium subscription required.
Python experience recommended.
Usually completed in 22 minutes.
1. Scenario
Vexnomics Offices – Start of the Month
Charlotte Cook
at Vexnomics

I’ve got an idea.

It’s an old trick we used to use in my agency days

You can use some JavaScript to change the text on the page based on the URL parameters

It’s not really complicated code, so why don’t you give it a try?

This course is a work of fiction. Unless otherwise indicated, all the names, characters, businesses, data, places, events and incidents in this course are either the product of the author's imagination or used in a fictitious manner. Any resemblance to actual persons, living or dead, or actual events is purely coincidental.

2. Brief

All websites are a combination of HTML (text), CSS (design), and JavaScript (interaction). If you can run JavaScript on a website, you can make any changes you like programmatically. For example if you want to change the text in the title, it’s as simple as identifying which element the title is by its ID, and then make whatever changes you need to make. This is commonly used to personalise a landing page based on the ad campaign sending traffic to the page. If you can identify what campaign the user came from via the utm_campaign parameter in the URL, you can change the text based on a switch statement, so each campaign gets unique adcopy. Doing this can improve conversion rate by 20-30% which makes a big difference to overall campaign performance, as the higher the conversion rate the higher a bid you can afford per click, and the more volume and ROI you can drive.

In order to grab the utm_campaign URL parameter you can use the document location API combined with in-built URL parsing common to all major browsers, i.e. `new URL(document.location.href)`. This lets you then get the value of “utm_campaign” from the searchParams directly. Once you have that, you can feed it into a switch statement, which lets you run code conditionally based on different values of utm_campaign. In each case within the switch statement you would change the title and description of the page to some different value, stored in variables. Once the case statement has run and the relevant adcopy has been selected, you use the document querySelector to find the elements and change their text content. You should do this last part in an IF statement, so you’re not making a change if there are no utm_campaigns.

3. Tutorial

Hey, this is how you personalize a landing page for specific campaigns. So say for example you know, this is just my website.

lp-copy.html
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4. Exercises
5. Certificate

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