Today’s shoppers expect personalized experiences that speak directly to their needs, whether they’re browsing from a mobile device in one city or a desktop in another. Here’s where dynamic landing pages step in.
While static landing pages remain the same for every visitor, dynamic landing pages adjust content based on specific data points. These pages can change in real-time to display unique messages, product recommendations, or visuals based on factors like location, browsing history, and even past purchases. The result? A more engaging, personalized experience that resonates with each visitor and drives better conversion rates.
Dynamic landing pages are ersonalized, data-driven pages that adapt content in real time based on who’s visiting, where they’re from, and what they’re interested in. Unlike static landing pages—which remain the same for every visitor—dynamic pages use variables like location, device type, browsing behavior, and even purchase history to create a personalized experience for each shopper.
What Makes Dynamic Landing Pages Different?
Static landing pages can feel one-size-fits-all, which may lead to a lower engagement rate, especially for today’s discerning ecommerce shopper. Dynamic landing pages, on the other hand, can provide a personalized touch that feels like it was made just for the visitor. By dynamically adjusting elements like headlines, product suggestions, or imagery, brands can significantly improve engagement and conversion rates.
Here are some key elements that often appear on dynamic landing pages:
With dynamic elements, these pages don’t just inform—they engage. Throughout this article, we’ll look at industry-specific examples of how brands are leveraging dynamic landing pages to drive high-impact results. Each example will include insights into the dynamic elements in play, specific page highlights, and action items you can apply to your own landing pages.
Olay is a leading skincare brand known for its science-backed products that address a variety of skin concerns.
Dynamic Element: Olay features a Product Finder quiz in the navigation, providing tailored product recommendations based on skin concerns and skin type. For a deeper dive, the Skincare Quiz gathers detailed information to offer even more personalized solutions.
Page Highlights:
Pro Tip: Add a quiz to your welcome emails to build customer profiles early and improve recommendations.
Action Items:
iRestore is a beauty brand specializing in hair growth devices and products that use advanced technology to address hair thinning and promote hair regrowth. Their range includes laser caps and complementary hair care products designed to improve hair health.
Dynamic Element: iRestore enhances the shopping experience with a customized kit builder. Customers can select from different device options and add recommended hair growth products, like thickening shampoo and serums, for faster results. The page also offers options for extended warranties with savings highlighted to encourage bundle purchases.
Page Highlights:
Pro Tip: Use bundle savings and extended warranty options to encourage customers to invest more in their purchase while reinforcing the product’s value with social proof.
Action Items:
Babyganics is a popular brand for parents seeking safe, eco-friendly products for babies and young children. Their product line includes skincare, cleaning supplies, and other essentials tailored to infants and toddlers.
Dynamic Element: Babyganics personalizes its navigation by displaying recommended products based on browsing habits and popular items, allowing parents to quickly find what they need without overwhelming choices.
Page Highlights:
Pro Tip: Use popular and frequently bought products in your navigation menu to streamline the shopping journey and make relevant items immediately accessible.
Action Items:
California Baby is a skincare brand specializing in natural and plant-based products for sensitive skin, particularly for babies and young children. Their focus on safe, effective formulas has made them a trusted choice among parents.
Dynamic Element: California Baby offers a “Frequently Bought Together” bundle that groups complementary products, allowing customers to add a set to their cart with one click. This feature combines personalization with persuasive social proof, showing customers popular product combinations like a cream, shampoo, and calendula lotion.
Page Highlights:
Pro Tip: Consider adding a countdown timer on bundled discounts to create urgency, e.g., “Snag it for a flat $X off before XX:XX.”
Action Items:
Keeko is an Australian oral care brand that focuses on eco-friendly, plastic-neutral products designed for healthy teeth and gums. They offer a range of innovative products that cater to holistic oral care.
Dynamic Element: Keeko uses a quiz popup to engage visitors, asking them what they’d like to change about their smile. This interactive quiz offers a 10% discount incentive and helps Keeko gather insights into customer needs, enabling them to personalize recommendations based on preferences like whiter teeth, healthier gums, or fresher breath.
Page Highlights:
Pro Tip: Use a quiz with a discount incentive to engage new customers, gather insights, and personalize recommendations based on their preferences.
Action Items:
Baby Bjorn is a trusted brand known for its ergonomic baby carriers and other baby products that prioritize safety and comfort. With a focus on quality and user-friendly design, Baby Bjorn has become a favorite among parents worldwide.
Dynamic Element: Baby Bjorn offers a selection of personalized accessories that customers can add to their baby carriers, allowing parents to customize their carrier with items like bibs, covers, and winter inserts.
Page Highlights:
Pro Tip: Avoid overwhelming shoppers with too many accessory options. Limiting recommendations to around 3–4 items can help prevent choice paralysis and make it easier for customers to decide.
Action Items:
Hobbycraft is a leading retailer in the arts and crafts space, offering everything from DIY kits to art supplies. Known for its community-driven approach, Hobbycraft inspires creativity by helping customers turn ideas into tangible projects.
Dynamic Element: Hobbycraft shows personalized DIY project recommendations based on the products a customer views. For example, if a customer is looking at embroidery threads, the site suggests related projects—like an embroidery pattern kit—to inspire and encourage them to buy additional supplies.
Page Highlights:
Pro Tip: Consider hosting shoppable live streams or tutorial videos for more engagement. By inviting viewers to comment or ask questions, you create a 1:1 channel to personalize the experience even further.
Action Items:
Coco Village provides stylish, high-quality toys and furniture for children, focusing on aesthetically pleasing wooden designs.
Dynamic Element: Coco Village uses social proof and cross-selling to personalize the shopping experience. They showcase an “Our Favorites from Instagram” section with customer photos, building trust and inspiring buyers. For products like dollhouses, they offer complementary furniture sets, encouraging customers to complete the look.
Page Highlights:
Pro Tip: Use UGC to build trust and encourage cross-selling with a “Complete the Set” feature for relevant product add-ons.
Action Items:
Petco is a well-known pet retailer offering a wide range of pet essentials, from food and accessories to seasonal and holiday-themed products. Petco uses data-driven personalization to ensure customers find items that match their pet’s needs and preferences.
Dynamic Element: Petco provides holiday-themed product recommendations personalized to each customer’s past purchases and browsing history. For example, customers with puppies might see a curated selection of holiday toys, treats, and accessories suited for their young pets, aligning with the festive season and the pet’s age and needs.
Page Highlights:
Pro Tip: Enhance seasonal recommendations by including a limited-time discount or a countdown to build urgency. Consider segmenting holiday items by pet age or type for a more tailored experience.
Action Items:
Grass Roots Farmers’ Co-op is a farmer-owned cooperative that provides high-quality, grass-fed, pasture-raised meats with a focus on sustainability and ethical sourcing.
Dynamic Element: Grass Roots offers personalized product recommendations in a “You May Also Like” section. This feature suggests related cuts of meat based on the customer’s browsing history, making it easy for shoppers to explore and add complementary items to their cart.
Page Highlights:
Pro Tip: Use related product recommendations to drive cross-sell opportunities and highlight items that pair well with the main product.
Action Items:
Perfect Keto offers health-focused, keto-friendly snacks and supplements designed to support low-carb lifestyles. Their products help customers maintain a ketogenic diet with ease and convenience.
Dynamic Element: On the checkout page, Perfect Keto provides two personalized elements—a free shipping progress bar and a subscription discount option. The progress bar shows how close the customer is to earning free shipping, encouraging additional purchases to meet the threshold. Additionally, customers are offered a subscription discount, which incentivizes repeat purchases at a lower price.
Page Highlights:
Pro Tip: Add dynamic checkout elements like a free shipping progress bar to boost cart value, and offer discounts on subscriptions to encourage repeat orders.
Action Items:
Branch Furniture specializes in ergonomic office furniture designed for comfort, functionality, and style. Their range includes desks, chairs, and accessories ideal for creating a professional workspace at home or in the office.
Dynamic Element: Branch Furniture uses a “Complete Your Office” section on product pages to recommend complementary items. For instance, when viewing an ergonomic chair, customers see matching desks and other office essentials to create a cohesive, professional setup.
Page Highlights:
Pro Tip: Use cross-selling to showcase items that complete a set or theme, and consider highlighting discounts to increase conversions.
Action Items:
MADE is a modern furniture brand known for its stylish and innovative designs. They offer a wide range of high-quality, contemporary furniture and home accessories, tailored to fit various aesthetics and lifestyles.
Dynamic Element: MADE enhances the browsing experience with a customizable filter system and color options directly on product listings. Customers can filter by categories, colors, styles, and availability for delivery before Christmas, helping them quickly find pieces that match their preferences and timeline.
Page Highlights:
Pro Tip: Use seasonal messaging to create urgency and a well-organized filter system to help customers easily find products that suit both their aesthetic and timeline needs.
Action Items:
SURI offers eco-friendly, sustainable electric toothbrushes designed for longevity and minimal environmental impact. Their products combine innovative technology with sustainable practices.
Dynamic Element: SURI enhances the checkout experience with personalized upsell recommendations under “Other things you might like,” showing items like replacement heads and chargers that complement the main purchase. They also include a free gift note option and a clear message about the benefits of the purchase, including free shipping and carbon footprint offsetting.
Page Highlights:
Pro Tip: Include a gift note option to attract gift buyers and display sustainability messages to align with eco-conscious customers’ values.
Action Items:
Unit1Gear designs innovative safety products, particularly for cyclists, such as advanced smart lights that enhance visibility and provide crucial signals on the road. Their products are aimed at ensuring safety with style and functionality.
Dynamic Element: Unit1Gear’s product page includes a comparison tool to help customers choose between the “Smart Light” and “Smart Light Pro Dual.” This side-by-side comparison highlights key features and differences, such as dual light modes, additional mounts, and extended battery life, allowing customers to make an informed decision based on their needs.
Page Highlights:
Pro Tip: Use a comparison tool to highlight key differences in product models, helping customers find the option that best suits their specific needs.
Action Items:
Goodyear is a leading tire manufacturer known for quality, innovation, and reliability. They provide a range of tires for various vehicles, from standard cars to heavy-duty trucks, ensuring a fit for every driver’s needs.
Dynamic Element: Goodyear’s site offers a personalized tire search tool, allowing customers to enter their vehicle’s make, model, year, and trim to find compatible tires. This feature simplifies the selection process, ensuring that customers find tires perfectly suited to their specific vehicle.
Page Highlights:
Pro Tip: Implement a vehicle-specific search tool to streamline the product selection process and enhance customer confidence in compatibility.
Action Items:
SimpleTire offers a wide selection of tires with a focus on making the buying process easy and personalized. Their platform provides personalized recommendations based on vehicle specifications and driving style through their “guided search” feature.
Dynamic Element: SimpleTire’s guided search experience allows customers to input their exact vehicle make, model, and driving style (e.g., “Road Warrior” or “Urban”). Based on this information, they receive a curated list of tires suited to their specific needs, with each option rated by the “SimpleScore” for a quick understanding of quality and compatibility.
Page Highlights:
Pro Tip: Incorporate a “driving style” selector in product searches to deliver hyper-relevant recommendations and improve customer satisfaction.
Action Items:
Sene Studio is a clothing brand known for offering custom-fitting to blend style with a perfect fit. They specialize in made-to-measure clothing, allowing customers to get their ideal size without visiting a physical store.
Dynamic Element: Sene Studio provides a quick, interactive fit quiz, allowing customers to create their unique fit profile in just 60 seconds. This personalization tool helps customers find their perfect size remotely, eliminating the need for traditional sizing or in-store fittings.
Page Highlights:
Pro Tip: Implement a fit quiz or similar tool to collect sizing information and provide customers with a more personalized shopping experience.
Action Items:
Universal Standard is a clothing brand committed to size inclusivity, offering a wide range of sizes to ensure a perfect fit for every body type. They design each piece with quality, comfort, and accessibility in mind.
Dynamic Element: Universal Standard’s product pages include a Fit Recommendation tool and a unique sizing guide. Customers can see a slider indicating whether the garment runs small, true to size, or generous, along with a model size reference for added context. Additionally, they offer styling suggestions with a “Wear It With” section to complete the look.
Page Highlights:
Pro Tip: Use fit recommendations and model references to help customers visualize how products will fit. Offer styling suggestions to boost cross-sell potential.
Action Items:
Dynamic landing pages are powerful tools for ecommerce brands to engage customers with highly personalized experiences, and Shogun offers a robust platform to make this process simple and effective. Shogun’s personalized experiences allows merchants to easily create, test, and optimize dynamic pages that meet specific user needs and drive conversions. Here’s how Shogun can be used to implement dynamic elements on landing pages:
Shogun enables ecommerce brands to create pages that adjust based on a visitor’s geographic location. For instance:
URL segmentation allows brands to create unique URLs that correspond to specific marketing campaigns, such as:
Shogun’s content blocks allow you to insert dynamic elements that adjust based on visitor behavior:
Shogun provides tools to test different dynamic elements and optimize pages for better engagement through ecommerce A/B testing:
Shogun integrates seamlessly with personalization tools like Klaviyo, Yotpo, and other customer data platforms, enabling brands to leverage data from these tools to further personalize landing pages: