Audience personalisation

Audience personalisation means one landing page can change what it says depending on who is looking at it. A visitor from a LinkedIn campaign aimed at finance directors might see a headline about reporting and compliance, while a visitor from a campaign aimed at founders sees the same page with a headline about growth and cash flow. The layout, form and tracking stay the same, and only the chosen blocks of content change. Instapage and Leadpages are examples of tools that offer it.

The segments are usually defined by the campaign, the ad group, the location or the company the visitor works for.

Without it, every audience needs its own copy of the page. That is quick for two audiences and painful for twenty, because each copy has to be edited, tested and kept in step whenever the offer changes. Personalisation keeps the work in one place and usually lifts relevance, since people respond better when a page speaks to their situation.

You need it when you run paid campaigns for several distinct audiences, or sell to named accounts. You can skip it when you have one offer for one audience, where a single well-written page is simpler and easier to test.

• How are segments defined: by URL, ad campaign, location, company or something else, and can you combine rules.
• Can you edit one variant without touching the others, and can the shared parts be changed once for all of them.
• What does a visitor see when no segment matches, and is there a sensible default.
• Are results reported per segment, so you can tell which version is working.