What if a simple dynamic text could increase your conversions by 32% on your landing page? Learn how dynamic text can supercharge your landing page performance.
In digital marketing, especially in paid campaigns (PPC), there is one simple obsession: convert more visitors into customers. Every word counts, and every visual has its weight. But sometimes, it’s the finer details, like dynamic text, that create a powerful trigger effect.
In this article, we’ll explore a strategy tested by ConvertLab. The principle? Dynamically adjusting the text of a landing page based on the keyword typed by the user in Google. The result? A 32% increase in conversions.
What is Dynamic Text on a Landing Page?
Dynamic text, also known as dynamic text replacement (DTR), allows you to adjust page content in real time based on various parameters such as keywords, geolocation, or traffic source.
In this case, the experiment focused on adapting the main verb based on the Google query typed by the visitor. For example:
- If a user types "create email marketing," the page displays "Create your email marketing effortlessly."
- If they type "design email campaigns," the page shows "Design your campaigns effectively."
The rest of the content remains unchanged. Only the action verb adjusts, creating a sense of echo and resonance with the user's expressed need.
Why Does Dynamic Text Improve Conversion Rates?
It’s about perceived relevance. When a user sees exactly the words they’ve typed on a landing page, they feel understood. And when people feel understood, they’re more likely to take action.
This principle is known as message match. It’s based on the idea that strong coherence between the ad (or Google query) and the landing page reduces cognitive friction. The user doesn’t need to decipher or interpret a new message. Everything feels smooth.
At ConvertLab, we regularly leverage dynamic text on the landing pages we create for our clients. This not only improves the perceived relevance of the offer but also personalizes the experience without manual effort.
Setting Up the Test: How to Validate the Impact of Dynamic Text
ConvertLab followed a rigorous approach to test the effectiveness of dynamic text.
Initial Hypothesis:
“By dynamically adapting the verb on the page based on the user query, the page will appear more relevant and increase conversions.”
The Split Test Setup:
Two variants were created:
- Variant A: Fixed text with a generic verb ("generate")
- Variant B: Dynamic text adjusted with the exact verb typed by the user ("create", "build", "design", etc.)
Both pages were displayed equally over 70 days.
Test Results: 32% More Conversions
After 70 days of testing and analyzing over 1,500 visitors, the page with dynamic text saw a 32% increase in conversions.
Statistically, the result was 100% significant, with more than 100 conversions per variant. This was not a coincidence.
Analysis: Why Did This Test Work So Well?
Here are a few elements explaining the success:
✅ Cognitive Mirror Effect
The human brain responds positively when it recognizes its own words. This quick validation phenomenon reassures and speeds up decision-making.
✅ Improved Continuity Between Ads and Landing Page
When keywords are consistent between the ad and the page, the visitor doesn’t feel like they’ve switched contexts. This reduces the bounce rate.
✅ Effective Micro-Personalization
There’s no need to manually create hundreds of personalized pages. Dynamic text offers large-scale personalization without overloading content management.
How to Implement Dynamic Text on Your Landing Pages?
You can use tools such as:
- Unbounce (via the DTR feature)
- Instapage
- Hiring a specialized agency like ConvertLab
- Or even create your own JavaScript script if you have the resources
The key steps are:
- Identify the keywords or UTM parameters to inject
- Create variations in your titles, buttons, or text blocks
- Set a default value in case no word is passed
- And most importantly, test your hypotheses!
Use Case: Why ConvertLab Uses Dynamic Text
At ConvertLab, we have integrated dynamic text as a standard in our landing page creation methodology.
We know this technique is particularly effective for:
- Paid Google Ads traffic
- Campaigns on LinkedIn Ads or Facebook Ads
- Pages created for automation funnels
This allows us to deliver highly relevant pages to our clients, tailored to their audience segments while maintaining a scalable and quick deployment model.
Best Practices for Using Dynamic Text Effectively
- Don’t use too many variables: 1 or 2 are enough (e.g., verb + city)
- Test your hypotheses through A/B testing: each audience reacts differently
- Keep a clear and readable structure
- Verify your URL parameters to avoid showing an empty title
In Summary: A Small Detail, A Big Impact
This test shows that dynamically adjusting the text can lead to a significant increase in conversions.
A simple verb personalization can make all the difference. The visitor feels involved, understood, and ready to take action.
If you want to optimize your conversion rates intelligently, dynamic text is a powerful lever to integrate into your strategy.
And if you’re looking for an agency that can create customized and high-performing landing pages, let’s talk at ConvertLab. 😉
