It always impressed me in Aliens how the xenomorph was able to adapt to its environment and remain flexible and open to change under challenging conditions. All the while creating multiple instances of itself through incubating its young in a suitable host. Its common goal was always the same and its message was consistent.
I think what we want to take from this when comparing the movie Aliens to landing pages are three things – flexibility, adaptivity, and consistency.
What if a landing page could be designed for you in such a way it gave you these three otherworldly survival powers?
But how, you say? Your usual scenario is that a designer makes you a fixed page. It’s live, so you’re stuck with it. Say you’ve been hit by a flash of genius or a fresh opportunity. Something you could capitalize on that would benefit your ROI.
You know that calling the agency or designer or whatever unresponsive loop you’re in will be too slow. Another missed opportunity? Not anymore – let me introduce you to the power of Dynamic Text Replacement (or DTR, an acronym I just this second invented).
Think of the flexibility this would give you – there’s no need to call anyone for help. Then think of how having DTR in your landing pages could increase your ROI. If you’re able to plan ahead a little, you may not need a page designed from scratch every time you have a new offer.
Here’s a simple example using one landing page to generate leads for three separate offers:
Say you’re a travel agent selling tours from www.mytravel.com and you have three tours on offer – a European Adventure tour, French Wine tour, and Norwegian Northern Lights tour
The default headline in your ad and landing page might read:
Sign up for our European Adventure destination brochure here
What you would do is set up predefined areas in the page to be dynamic. In this example I would define “‘European” and “Adventure” as dynamic text areas – areas you can control. So how do you do that? With URL parameters!
These are essentially hyperlinks with variables and values connected to them. In this example I’m going to give “European” a variable name of “destination” and “Adventure” a variable name of “tour”. Just think of these variable names as containers for what you want to say.
Let’s say you want to make the landing page offer the French Wine tour. Putting it together you simply make a link from your ad to the landing page that looks like this.
If you wanted to have the landing page reflect the Norwegian Northern Lights tour, the link to the landing page would look like this.
Examining the different links, you can see that all you do is feed the landing page the predefined variable names with the content you want displayed. It’s like magic and has so many uses – swapping out single words, headings, buttons, call to actions, and even hidden data so you can track what the user is responding to or where they came from…all from the comfort of your hyperlinks.
If this is getting too confusing, I can help you out with the details when the time comes. The main point is understanding that a single page can be flexible with multiple messages, offers and uses. You have the control to do it all yourself.
So, just as Alien spawned multiple alien babies from a single host, now the same power is in your capable hands. It may feel gross at first but soon you will come to love it.
Without further ado, Alien receives the much coveted “Employee of the Month” award for contributions within the disciplines of Flexibility, Adaptivity and Consistency.