3 Ways to Replace Headlines on a Landing Page

[shammis606]

Want to separate headlines for different groups of visitors without making landing pages for each of them? Substituting the headline on the landing page will help you with this. We will tell you about 3 main ways to do this.

What is header substitution used for?
On the first screen, it is customary to indicate the city or the benefit of using our database region where you plan to sell your goods/services. But what if you cover several cities at once? It is unlikely that a resident of Serpukhov will be interested in your offer: "plumbing repair in 10 cities throughout the Moscow region."

In this case, replacing the headings aimed at different user groups will help you. Moreover, you can divide them not only by location, but also by types of goods/services, brands and product models. If there is an insignificant difference between your target audience for one product and the target audience of another, then replacing the headings is an ideal alternative to creating different landing pages.

There are 3 main ways to set up header substitution. Let's look at how to use them.

Substitution by UTM tag
In this case, you need to specify the UTM tag as 'cm_city'. Like this:

Substitution by UTM tag
But in practice, everything is much simpler: the label is written in the address bar, where you enter the city you need. Like this:

Substitution by UTM tag
By replacing headers by UTM tags, you make a minimum of effort. You only need to replace any phrase in the address bar tag in the desired case. However, you will also need to make a replacement in different ads. And if you want to set up the replacement of several elements in the header at once, then your ad setup specialist may simply get confused. In this regard, we recommend using the UTM tag replacement method for a single part of the header.

Substitution using page copies
This option is suitable when you want to change the image or the entire first screen along with the page title. The principle here is as follows: you create a copy of the page, changing the desired element, and register it in the subdomain.

For example, you offer a popular service - Apple equipment repair. Users often enter in the search not "iPhone repair", but repair of a specific brand, for example, "iPhone 6 repair". To be shown to your target audience, you can replace the titles by iPhone/iPad model.

Substitution using page copies
In this case, you need to change not only the title, but also the image on the first screen. The changes also affect the default pull-up price list.

The advantages of this method include the ability to change any number of elements, not just the title text. The disadvantages include a large number of links and additional work for your layout designer.

Substitution by user IP
This method is considered the most difficult. It is aimed at substitution by geographic feature: city, region, country, etc. It works by determining the IP address of your visitor. In this case, the layout designer must manually write the conditions for each IP. Here is an example of how a specialist manually wrote for which IP addresses which city should be issued:

Substitution by user IP
In this case, you don't need a huge number of links: the IP of the potential client is automatically loaded and displayed accordingly in the header. This is what the page looks like for a user with a Moscow IP:

Substitution by user IP
The advantage of this option is that the substitution occurs at one address, i.e. you do not need additional links for advertisements. However, there are plenty of disadvantages to substitution by user IP:

used only to replace the title based on the user's location;
technical complexity of setup;
The substitution may not work correctly if the visitor's IP does not match the actual location.
Let's sum it up
As you can see, substitution of titles is an effective tool for specifying your products/services for different user audiences. To substitute several elements, it is better to use page copies, and in the case when you only need to change the title, substitution by tag will do. If you need substitution by geographic feature, choose a method for determining the IP of a potential client.

TOP 5 articles on the topic: