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:
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:
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:
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.
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:
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.
Trigger Emails: Another useful way to incorporate personalization is to send them emails after specific actions (triggers) or inactions, which can be:
Here’s a great post-purchase personalized email to help educate their customer about juice cleaning and how to prepare for it.
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:
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.
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.
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.
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.
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:
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:
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.
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.
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:
Once you’ve established the personalization rules, it’s time to tailor the content for each traffic source.
Options include:
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.
Shogun’s Personalization feature gives ecommerce merchants the flexibility to create referrer-based landing pages that convert. Some key advantages include:
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.