Why should you tailor landing pages to buyer personas?

Per­son­al­is­ing land­ing pages to cater to dif­fer­ent buy­er per­sonas is cru­cial for enhanc­ing user engage­ment and con­ver­sion rates. This approach allows busi­ness­es to speak direct­ly to the unique needs, pref­er­ences, and pain points of each vis­i­tor, mak­ing the con­tent more rel­e­vant and engaging.

When a land­ing page res­onates with a vis­i­tor, it cre­ates a stronger con­nec­tion and fos­ters trust, which is essen­tial in guid­ing the vis­i­tor through the con­ver­sion fun­nel. Fur­ther­more, per­son­al­i­sa­tion makes the user feel val­ued and under­stood, which enhances the over­all user expe­ri­ence, lead­ing to high­er satisfaction.

This tai­lored approach also allows for clear­er and more com­pelling calls-to-action, as they can be cus­tomised to echo the spe­cif­ic desires and require­ments of each audi­ence segment.

Per­son­alised land­ing pages are also more SEO-effec­tive because they can be opti­mised for the par­tic­u­lar key­words and phras­es used by each buy­er per­sona, increas­ing the chances of attract­ing qual­i­ty, tar­get­ed traf­fic.

In a dig­i­tal land­scape sat­u­rat­ed with gener­ic con­tent, per­son­al­i­sa­tion stands out as a pow­er­ful tool to cut through the noise, cap­ture atten­tion, and con­vert vis­i­tors into cus­tomers by deliv­er­ing what they tru­ly want and need.

This arti­cle explores how you can tai­lor your land­ing pages to dif­fer­ent buy­er per­sonas and audi­ence seg­ments, help­ing you to reach new lev­els of engagement.

Let’s dive in:

What is a buyer persona?

A buy­er per­sona is a semi-fic­tion­al rep­re­sen­ta­tion of an imag­ined cus­tomer based on mar­ket research and real data about exist­ing cus­tomers. By under­stand­ing the dif­fer­ent needs, moti­va­tions, and behav­iours of these per­sonas, busi­ness­es can tai­lor their mes­sag­ing and offer­ings more effectively.

For exam­ple, a soft­ware com­pa­ny might have one per­sona rep­re­sent­ing a tech-savvy start-up founder and anoth­er rep­re­sent­ing a non-tech­ni­cal small busi­ness own­er. These imag­ined cus­tomers will have dif­fer­ent needs and under­stand­ings of the prod­uct on offer, so sep­a­rate mar­ket­ing tech­niques and mes­sages are required.

Land­ing pages are just one of these avenues that can be enhanced with the use of a buy­er per­sona. Whether the land­ing page is pro­mot­ing a prod­uct, event, or newslet­ter, it can be adapt­ed to address the pain points of dif­fer­ent customers.

For exam­ple, a com­pa­ny sell­ing a new sofa may cre­ate one land­ing page for an old­er demo­graph­ic and one for fam­i­lies. If the sofa can be mar­ket­ed to both groups, why not max­imise the oppor­tu­ni­ties for con­ver­sion and design two dif­fer­ent web pages?

Busi­ness­es may also want to per­son­alise the way in which they pro­mote their land­ing pages, but we’ll get into that later.

Dynamic vs tailored landing pages

Dynam­ic land­ing pages are web pages that auto­mat­i­cal­ly adjust their con­tent, appear­ance, and struc­ture in real-time to cater to the indi­vid­ual needs and pref­er­ences of each visitor.

They utilise var­i­ous para­me­ters like user loca­tion, behav­iour, device type, or source of traf­fic to per­son­alise the con­tent. This per­son­al­i­sa­tion can make the page more rel­e­vant and engag­ing for the vis­i­tor, enhanc­ing their experience.

In con­trast, tai­lored land­ing pages do not nec­es­sar­i­ly have to be dynam­ic. They could be designed with an audi­ence in mind but be static.

Both types of cus­tomi­sa­tion are instru­men­tal in boost­ing engage­ment and con­ver­sion, but dynam­ic pages take it that one bit further.

For busi­ness­es, dynam­ic land­ing pages can be par­tic­u­lar­ly valu­able as they can sig­nif­i­cant­ly improve con­ver­sion rates. Since the con­tent is more close­ly aligned with the user’s inter­ests and needs, vis­i­tors are more like­ly to take desired actions such as mak­ing a pur­chase or sign­ing up for more information.

More­over, dynam­ic land­ing pages can also improve the per­for­mance of online adver­tis­ing cam­paigns by cre­at­ing a more cohe­sive and rel­e­vant user jour­ney from the ad to the land­ing page.

Though dynam­ic land­ing pages serve as a pow­er­ful tool for busi­ness­es look­ing to tai­lor their mes­sag­ing, the data they use must be accu­rate if they are to ful­fil their true purpose.

Successful dynamic landing pages

Net­flix, Spo­ti­fy, Ama­zon, and Airbnb are exam­ples of pop­u­lar online plat­forms that effec­tive­ly utilise dynam­ic land­ing pages to opti­mise user expe­ri­ences and engage­ment. These platforms

alter the user inter­face and con­tent in real-time, ensur­ing that each vis­i­tor encoun­ters a page that is both per­son­alised and immense­ly relevant:

• Net­flix uses this tech­nol­o­gy to curate and show­case films and series that align with users’ view­ing his­to­ries and pref­er­ences, facil­i­tat­ing a cus­tomised brows­ing expe­ri­ence that enhances view­er sat­is­fac­tion and pro­motes con­tin­ued engagement.
• Spo­ti­fy employs dynam­ic land­ing pages to tai­lor music and playlist rec­om­men­da­tions accord­ing to indi­vid­ual lis­ten­ing habits and pref­er­ences. This per­son­alised approach fos­ters a unique lis­ten­ing expe­ri­ence, encour­ag­ing user engage­ment and dis­cov­ery of new music.
• Ama­zon lever­ages dynam­ic land­ing pages to dis­play prod­ucts and offers based on users’ brows­ing his­to­ries and buy­ing behav­iours, mak­ing the shop­ping expe­ri­ence more rel­e­vant and user-friendly.
• Airbnb uses dynam­ic land­ing pages to present prop­er­ty list­ings and expe­ri­ences that align with users’ past search­es, pref­er­ences, and inter­ac­tions, ensur­ing that users find options that res­onate with their trav­el needs and preferences.

Through the use of dynam­ic land­ing pages, these plat­forms can pro­vide a more indi­vid­u­alised and cap­ti­vat­ing user expe­ri­ence, dri­ving user sat­is­fac­tion, loy­al­ty, and over­all plat­form engagement.

Despite the rep­u­ta­tions of these suc­cess­ful sites, your land­ing pages don’t have to be dynam­ic to offer a rel­e­vant user experience.

How to tailor landing pages for different buyer personas in 7 steps

Tai­lor­ing your land­ing pages to dif­fer­ent buy­er per­sonas will be a clever strate­gic deci­sion that enhances user engage­ment and con­ver­sion rates. To achieve your goals, con­sid­er the fol­low­ing steps:

1. Clarify your buyer personas

To effec­tive­ly tai­lor land­ing pages, it’s essen­tial to first clar­i­fy and deeply under­stand your buy­er per­sonas. This process begins with thor­ough research aimed at iden­ti­fy­ing and grasp­ing the dis­tinct char­ac­ter­is­tics and needs of each per­sona segment.

Check out our in-depth guide on cre­at­ing buy­er per­sonas, if you haven’t already.

Delv­ing into the specifics of your buy­er per­sonas means not only under­stand­ing their demo­graph­ics – such as age, gen­der, loca­tion, income, and occu­pa­tion, but also their psy­cho­graph­ics – their inter­ests, chal­lenges, and core values.

Don’t for­get to fac­tor in their online behav­iours, such as brows­ing habits, moti­va­tions behind pur­chas­es, and the chan­nels they fre­quent. Only with this com­pre­hen­sive under­stand­ing can you tru­ly cus­tomise your land­ing pages to res­onate with each per­sona effectively.

2. Customise the landing page content

Craft­ing an effec­tive land­ing page means res­onat­ing with your audi­ence on a per­son­al lev­el. To achieve this, the con­tent must be metic­u­lous­ly cus­tomised to cater to the unique pref­er­ences and needs of each buy­er persona:

• Start by adjust­ing your head­lines and sub­head­ings; they should pin­point and address the dis­tinct inter­ests and require­ments of each segment.
• When you’re devel­op­ing the copy, it’s essen­tial to dial into each per­son­a’s pain points and moti­va­tions. Using famil­iar lan­guage and terms ensures that your mes­sage hits home and feels bespoke.
• The visu­al ele­ments, like images and videos, should not be gener­ic. Choose media that mir­rors the lifestyle, aspi­ra­tions, or chal­lenges of the per­sona, mak­ing the con­tent relat­able and authentic.
• Inte­grat­ing tes­ti­mo­ni­als that echo the sen­ti­ments of spe­cif­ic per­sonas fur­ther val­i­dates your offer­ings and builds trust, because audi­ence seg­ments typ­i­cal­ly share sim­i­lar val­ues and pain points.
• The call-to-action (CTA) should atten­tion and align with each per­son­a’s aspi­ra­tions, nudg­ing them clos­er to conversion.

3. Consider the design elements

The design of a land­ing page should­n’t be a one-size-fits-all approach. The lay­out of the page can sig­nif­i­cant­ly influ­ence a user’s jour­ney and inter­ac­tion. Dif­fer­ent per­sonas might have diverse brows­ing habits or expec­ta­tions, so exper­i­ment­ing with var­i­ous lay­outs can help in iden­ti­fy­ing which for­mat res­onates most with each group.

Colour schemes tap into the psy­chol­o­gy of users. So, use colours that not only rep­re­sent your brand but also align with the emo­tion­al and psy­cho­log­i­cal trig­gers of your personas.

CTA but­tons must be giv­en metic­u­lous atten­tion. A sub­tle change in design, colour, or text can make a sig­nif­i­cant dif­fer­ence in click-through rates. By per­son­al­is­ing these but­tons to cater to the spe­cif­ic inter­ests and incli­na­tions of each per­sona, you can make them more entic­ing and effective.

4. Leverage dynamic content

Dynam­ic con­tent is a game-chang­er for land­ing pages, offer­ing a sophis­ti­cat­ed way of engag­ing vis­i­tors in a more per­son­alised man­ner. Your land­ing pages don’t have to be dynam­ic to be “tai­lored,” but it’s a fan­tas­tic way of per­son­al­is­ing your messaging.

If you choose to cre­ate a dynam­ic land­ing page, ensure the data it relies on is as accu­rate as pos­si­ble, because users can get fed up with irrel­e­vant recommendations.

5. Test and improve

Test­ing and con­tin­u­ous improve­ment are cru­cial ele­ments in ensur­ing that land­ing pages remain effec­tive and res­o­nant with their intend­ed audience.

To get the most out of your land­ing pages over time, con­sid­er doing the following:

• A/B test­ing helps to pin­point what tru­ly appeals to your audi­ence. Test dif­fer­ent ele­ments, one at a time, and repeat the process to keep up with indus­try changes.
• Ana­lyt­ics such as bounce rate, time spent on the page, and con­ver­sion rate will pro­vide invalu­able insights into what’s work­ing and what’s not. Always val­ue these indi­ca­tors and make data-dri­ven improvements.
• Sur­veys and feed­back are ways to engage direct­ly with your audi­ence. Use on-page sur­veys or feed­back forms to gath­er insights into user expe­ri­ence and poten­tial pain points.

6. Optimise for SEO

SEO is a cru­cial tool for boost­ing a land­ing page’s vis­i­bil­i­ty, ensur­ing it reach­es the intend­ed audi­ence. When tai­lor­ing for spe­cif­ic buy­er per­sonas, the nuances in opti­mi­sa­tion become even more essential:

• Make sure your key­word research iden­ti­fies the terms and phras­es your tar­get audi­ence is search­ing for.
• Analyse the land­ing pages of your com­peti­tors.
• Ensure that the land­ing page’s title and meta descrip­tions incor­po­rate the pri­ma­ry key­word and res­onate with the per­son­a’s intent.
• Ensure your key­words are inte­grat­ed nat­u­ral­ly and not stuffed in.
• Use H tags effec­tive­ly, includ­ing rel­e­vant key­words where possible.
• Keep your URL struc­ture clean and concise.
• Bol­ster your site’s over­all author­i­ty with an inter­nal link­ing strategy.
• Opti­mise your images for size and load­ing speed.

The land­ing page’s con­tent should always pri­ori­tise the user expe­ri­ence and be rel­e­vant to the buy­er persona.

7. Promote your pages

Not all audi­ences inter­act with con­tent in the same way, and under­stand­ing this is key to effec­tive pro­mo­tion. Depend­ing on your buy­er per­son­a’s inter­net habits, you may want to pro­mote your land­ing page in dif­fer­ent ways.

There are sev­er­al ways you can pro­mote your land­ing page, and util­is­ing mul­ti­ple meth­ods can ensure all audi­ence seg­ments are engaged.

For exam­ple:

• Seg­ment­ed email cam­paigns: Seg­ment your email mail­ing list based on cri­te­ria like pur­chase his­to­ry, demo­graph­ics, or engage­ment lev­el. This allows you to send per­son­alised emails with links to land­ing pages designed specif­i­cal­ly for each buy­er persona.
• Tar­get­ed adver­tis­ing: Cre­ate tar­get­ed ad cam­paigns with Face­book, Google Ads, or LinkedIn. Know­ing where your buy­er per­sonas fre­quent­ly engage online can dras­ti­cal­ly improve ad performance.
• SEO: Land­ing pages can be opti­mised for spe­cif­ic key­words a par­tic­u­lar buy­er per­sona may search, direct­ing them to your tar­get­ed land­ing page.
• Direct or refer­ral traf­fic: Shar­ing a land­ing page link direct­ly with strate­gic part­ners, affil­i­ates, or in niche forums where a tar­get per­sona fre­quents can dri­ve spe­cialised traffic.
• Social media pro­mo­tion: Dif­fer­ent buy­er per­sonas may favour dif­fer­ent social media plat­forms. Use your research to pro­mote your land­ing pages in the most rel­e­vant channels.

Final thoughts

By tai­lor­ing land­ing pages to meet the spe­cif­ic needs and inter­ests of each buy­er per­sona, busi­ness­es can cre­ate more per­son­alised and sat­is­fy­ing user expe­ri­ences, which can boost con­ver­sion rates, cus­tomer hap­pi­ness, and over­all mar­ket­ing effectiveness.

To learn how buy­er per­sonas can ele­vate entire mar­ket­ing cam­paigns, check out our in-depth guide.