October 15, 2024

Creating a Landing Page Based on Referrer URL with Shogun

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Serving up dynamic landing pages based on the site visitor's URL using Shogun can be a great way to optimize your marketing campaigns.

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Angela Sokolovska
Ecommerce expert

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Landing pages are one of the most powerful tools ecommerce brands can use to drive conversions. And when you create custom landing pages based on the URL that the traffic is coming from, you can tailor your messaging, design, and offers to fit that audience. 

Applying this approach can significantly boost the success of influencer marketing, email campaigns, paid ads, and affiliate programs for ecommerce merchants.

Using Shogun’s Personalization feature, merchants can create highly specific, custom landing pages for unique customer segments to drive higher conversion rates.

In this article, you’ll learn:

Personalize your store with ShogunShow different landing pages based on shopper location, referring domain, time of day, date and more with Personalized Experiences.Get started now

Use Cases for Creating Landing Pages Based on Referrer URL

Referrer-based landing pages allow ecommerce brands to cater directly to the source of traffic, providing a personalized experience for each audience. Here are some actionable use cases:

1. Influencer Marketing

Influencer marketing has become a powerful tool for ecommerce brands, with 69% of consumers trusting influencers’ recommendations. By using personalized landing pages tailored to an influencer’s followers, you can boost credibility and conversion rates significantly.

What to Personalize:

  • Product Images: Replace standard images with photos or videos of the influencer using the product. This adds authenticity and makes the product feel more relatable.
  • Influencer Branding: Incorporate the influencer’s branding or messaging into the design of the page. This can include their logo, colors, or specific wording that resonates with their audience.
  • Exclusive Offers: Offer a special discount visible only through the influencer’s unique URL. This creates urgency and makes the offer feel exclusive, increasing the likelihood of a purchase.

Merchant Example: Gymshark is a well-known example of leveraging influencer marketing through personalized landing pages. They frequently partner with fitness influencers, customizing their landing pages with influencer-specific content and promotional codes. Their influencer-driven campaigns have contributed to their impressive $1.4 billion valuation.

Gymshark’s influencers regularly share content about the brand on their social media channels, often reviewing the products they receive and linking their referral URL in the video description. They frequently post YouTube videos showcasing their workouts, dressed entirely in Gymshark gear. 

Gymshark influencer marketing on Youtube with referral links in the description box.

2. Email Marketing

Referrer URL landing pages also work exceptionally well for email marketing campaigns, especially when you’re targeting a segmented list. When someone clicks through an email link, the landing page they end up on should really echo what they just saw in the email. It keeps everything consistent and smooth, making the whole experience feel seamless and tailored to them.

What to personalize:

  • Display personalized product recommendations based on the customer’s shopping history or preferences.
  • Reflect the offer from the email campaign, such as a discount or promotion, to maintain consistency.
  • Use similar colors, fonts, and imagery from the email to provide a cohesive brand experience.

Location-Based Personalization: Lush did an amazing job at sending out personalized emails to promote their hair products based on the weather in a specific location.

Lush personalized emails to promote their hair products based on the weather in a specific location.

Trigger Emails: Another useful way to incorporate personalization is to send them emails after specific actions (triggers) or inactions, which can be:

  • Welcome emails for new subscribers (Give them a warm introduction right from the start!)
  • Follow-up emails after a purchase (Share some tips on how to use their new item or care for it.)
  • Re-engagement for inactive users (Missed you! Here’s 15% off to come back and shop with us.)
  • Birthday or anniversary messages (Who wouldn’t love a little treat on their special day?)

Here’s a great post-purchase personalized email to help educate their customer about juice cleaning and how to prepare for it.

3. Paid Marketing Campaigns

For paid marketing campaigns in ecommerce, personalization based on referrer URLs can drive significantly better results by aligning landing pages to the source and targeting specific customer segments. Here are some in-depth, ecommerce-specific use cases, with examples:

Dynamic Product Ads

Ecommerce brands running dynamic product ads through Google or Facebook can link to landing pages that feature the exact products shown in the ad. This maintains continuity and enhances conversion rates by reducing friction for the customer.

  • Merchant Example: When a customer clicks on an ad showcasing Allbird’s Tree Runner shoes, they land on a page that not only features the product but also highlights specific benefits and customer reviews for that exact product
Dynamic product Facebook ad by Allbirds.

Retargeting Campaigns

For retargeting ads, personalizing the landing page based on the referrer URL allows you to customize product recommendations based on the shopper’s previous browsing behavior. If they viewed a particular product on your site but didn’t purchase, your retargeting ad can lead them to a page where that product is prominently displayed, with personalized upsell offers or related product recommendations.

  • Merchant Example: Casper retargets visitors who viewed mattresses but didn’t buy, directing them to landing pages that feature the same mattress with a limited-time discount or a personalized message urging them to reconsider.
Facebook retargeting ad by Casper.

Limited-Time Offers for Paid Ads

For Google Shopping or Facebook Ads, where the focus is often on driving quick conversions, using a referrer URL to display a limited-time offer can significantly boost urgency. You can add personalized countdown timers, free shipping promotions, or discounts exclusive to the ad’s audience.

  • Merchant Example: Cosmetics brand AVON personalizes landing pages by highlighting time-sensitive offers. 
Facebook ad with limited-time discount by AVON.

Cart Abandonment Recovery

Another powerful use case for paid ads is cart abandonment recovery. When a shopper abandons their cart, paid retargeting ads can direct them back to a landing page with the items they left behind, possibly paired with a personalized incentive like free shipping or a discount to complete the purchase.

  • Merchant Example: Pact Apparel retargets shopping cart abandoners and offers a discount on their shopping cart items.
Abandoned shopping cart retargeting with Facebook ads.
Personalize your store with ShogunShow different landing pages based on shopper location, referring domain, time of day, date and more with Personalized Experiences.Get started now

4. Partnerships and Affiliates

Partnerships and affiliate marketing are great opportunities for e-commerce merchants to target highly specific audiences. With referrer-based landing pages, you can optimize the experience for visitors from each affiliate’s traffic.

What to personalize:

  • Feature the affiliate partner’s logo or branding on the landing page to build credibility.
  • Tailor the offers, such as exclusive discounts or deals, to the affiliate’s audience.
  • Use testimonials or case studies relevant to the traffic source, highlighting why the product resonates with that affiliate’s followers.

Merchant example: ASOS runs successful affiliate programs and partnership campaigns, collaborating with fashion influencers and bloggers. They use referrer URLs to create landing pages specifically designed for each affiliate partner, often featuring curated selections of ASOS products tailored to the influencer’s style and audience.

Pages feature curated ASOS product selections that align with the influencer’s style and audiences.

Personalization include:

  • Discount codes
  • Limited-time offers
  • Product bundles related to the influencer’s niche

Creating Landing Pages Based on Referrer URL with Shogun

Now that we’ve explored the use cases, let’s dive into how you can create these highly customized landing pages with Shogun’s Personalization feature. This tool makes it easy to personalize landing pages based on referrer URLs, helping ecommerce merchants deliver hyper-targeted content without having to build new pages from scratch each time.

Step 1: Set Up a Landing Page Template

First, you’ll want to create a template that can be used across various referral URL campaigns. Using Shogun’s drag-and-drop page builder, design the core elements of your landing page, including your brand’s logo, header, footer, and basic layout. This ensures consistency across different campaigns while allowing for flexibility.

Tip: Choose a layout that can easily be adjusted to swap out images, headlines, and CTAs depending on the referrer URL.

Step 2: Configure Personalization Rules

Shogun’s Personalization feature allows you to set up specific rules for your landing pages based on the referral source. This means you can display different content to visitors based on how they reached your site.

Here’s how to do it:

  • Navigate to the Personalization tab in Shogun’s editor.
  • Create a new rule and assign it to a landing page template.
  • Set the referrer URL condition to specify the traffic source. For example, if the visitor comes from an influencer’s Instagram profile, the page will show influencer-specific content.

Step 3: Customize Content for Each Referrer URL

Once you’ve established the personalization rules, it’s time to tailor the content for each traffic source.

Options include:

  • Swap out hero images to match the branding of the referring influencer, email campaign, or affiliate.
  • Update the headlines to reflect the unique message of the referrer.
  • Display exclusive offers like discounts or free shipping, tied directly to the referrer campaign.

Step 4: Preview and Publish

Before going live, it’s crucial to test how your personalized landing page will look and function for different referral sources. Shogun provides a preview feature, so you can check the various versions of your landing page and ensure everything is displaying correctly.

Once you’re satisfied with the customizations, simply publish the page and track its performance via your analytics tool.

Benefits of Using Shogun for Referrer-Based Landing Pages

Shogun’s Personalization feature gives ecommerce merchants the flexibility to create referrer-based landing pages that convert. Some key advantages include:

  • Increased relevance: Tailoring content based on the traffic source helps create a more personalized shopping experience, which can lead to higher conversion rates.
  • Efficiency: Shogun’s tools make it simple to create multiple versions of a landing page without having to design each from scratch.
  • Improved ROI: By aligning landing page content with the referrer’s messaging, you’re more likely to see a better return on investment for influencer marketing, email campaigns, and paid ads.
Personalize your store with ShogunShow different landing pages based on shopper location, referring domain, time of day, date and more with Personalized Experiences.Get started now

Creating personalized landing pages based on referrer URLs is a powerful way to improve customer experience and boost conversions. Shogun’s Personalization feature helps ecommerce merchants easily tailor landing pages to match the needs and preferences of each visitor, whether they’re coming from an influencer, an email, or a paid ad.

Start utilizing Shogun’s personalization tools today to unlock the full potential of referrer-based landing pages for your ecommerce business.

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