How to make multilending if you are not a programmer

What are we talking about

In beauty salons offer such a service - keratin hair straightening. We do not care now what it is. The main thing is that the same procedure is also called Brazilian hair straightening, and biofirement of hair, and Brazilian keratin straightening, and keratin biovyrina, and so on.

Now let's assume that we are creating a landing page dedicated to this service. Which title will we choose? We call the service keratin straightening, we will lose the lovers of Brazilian and bio-straightening. We list all the names separated by commas - we will look silly.

Such problems in the service sector are found very often.

The idea of ​​dynamic content is that the title and other elements on the page are fully consistent with what we promise in the ad. If we say “we will help sell the dacha”, then the same phrase will be in the title of the landing page.

There are three ways to create dynamic content:

  • multilending - for each advertisement of an advertising campaign a separate page is created with the necessary title;
  • script - the page remains the same, but the content on it changes for each user;
  • Services - the result is the same as in the previous paragraph, but you don’t have to write and implement the script yourself: the service will do it for you. (UPD - many previously popular services no longer work, so their list was removed from the article.)

Multilending

If you do not understand programming at all, then the easiest way is to completely copy the landing page, and then change the necessary elements. It is long, but very simple.

In CMS WordPress, you can copy a page in one click using the Duplicate Post plugin.

The function of duplication is in the visual designer Adobe Muse. You only need to create a page once, after which it can be duplicated indefinitely.

Note: several identical pages, which differ only in the title, are considered search engines duplicate content. Therefore, if you want your landing page to advance in the search engines, do not forget to delete non-unique pages, or set the attribute rel = ”canonical” for them, or to ban the indexing (depending on your situation).

Scripts

First level

Note. This and the following method do not work on Wordpress. But they work fine if you have a regular folder with an HTML site and access to edit it.

The easiest way to create a dynamic title is to use the free Google Tag Manager tool. With it, we will not have to (almost) climb into the site code and call a programmer for help.

Sign in to your Google Tag Manager and click on "Create a new account."

1. At the first stage, we need to come up with a name for the account and decide whether we will share information with Google. Enter the data and click "Next."

2. Next, we assign the name of the container: the address of our site. Select a placement - a website and click "Create."

3. Accept the terms of the user agreement and go on.

4. In this step, we will be shown the code to be inserted into the site. Leave this tab open. If you accidentally close it, go back to the main Google Tag Manager page, find your container and click on the gear. In the menu that opens, select "Install Google Tag Manager."

5. Here we will have to correct the site code a little. Easy, it's hard to mess up something. Open the file of the main page of your site (most likely, it is called index with various extensions). In the page code, find the opening tag. . Immediately after it paste the copied fragment.

6. Return to the Tag Manager tab and copy Fragment 2. And in the file, find the opening tag . Immediately after it paste the copied fragment.

7. Everything. On this work with the code is finished. We return to the "Tag Manager". Open the "Workspace" section, select the "Triggers" item in the menu on the left and create a new one.

8. Assign a name to the trigger and click anywhere on the Trigger Setup window.

9. Select the type of trigger - "View page".

10. Configure the trigger:

  • Some views.
  • Page URL.
  • Contains.
  • In the last field, enter any English label that you understand. It will be used in the link to the page. For example, "dynamic_header".

Click "Save."

11. Return to the workspace, go to the "Tags" section and click "Create."

12. Give a name to your tag and click the Triggers window.

13. Select the trigger we created in the last step.

14. Click the "Tag Configuration" window.

15. Select the tag type - "Custom HTML".

16. Paste the script into the window $ ('h1'). text ('Our title');

"Our title" change to the desired text and click "Save."

17. Click Submit.

18. Come up with a name and description of the version, click "Publish".

Everything. We are done. Now, to start the script, we need to add to the link to the page a label that you specified when creating the trigger://my.sayt/?peremennaya. The label can be used in conjunction with utm-tags, for example, in the utm_term or utm_content label. It will look like this:// my site /? utm_source = demo & utm_medium = demo & utm_term =peremennaya& utm_campaign = demo

Complicated version

In a complicated version, we will have to edit the site code a little more. This option is needed if you have several H1 headings on the page or you want to change not only the heading, but also the text, button or picture.

Find the item in the code and add a tag to it.

(The word identifier can be replaced with another label that you understand).

For example, we need to replace the text paragraph. We find it in the code:

Certified evaluation, search for buyers, urgent purchase

and add an attribute. It turns out:

Certified evaluation, search for buyers, urgent purchase

.

Now we return to the Google Tag Manager. When creating a tag (item 16 from the previous list), insert the following script:


document.getElementById ('identifier'). innerHTML = 'Other text for paragraph';

Is done. Now the text will change.

Advanced option

Note. Method suitable for wordpress

Note 2. I remember that I promised to write not for programmers. But alas, for free on Wordpress a dynamic title can only be created this way.

Open the code editor and paste the code from the table to the right place. The code itself is simple, the main problem is to find this most necessary place. And it greatly depends on which template you are using. Alas, if you put the code in the wrong place, your website may stop working. I did not manage to find a plugin that would really cope well with this task, and therefore I can only advise you to find a programmer, give him this script and ask him to paste it into your website.

<? php
$ vstr = $ _GET ['utm_content'];
if ($ vstr == 'nz1') {$ v_text = 'new header 1';}
elseif ($ vstr == 'nz2') {$ v_text = 'new header 2';}
elseif ($ vstr == 'nz3') {$ v_text = 'new header 3';}
else {$ v_text = 'default header';}
?>

To create more headers, copy the fifth line and paste it in front of the sixth as many times as you like. Please note that nz1, nz2, etc. are labels. They must be unique for each title. We will insert these tags into the URL later.

In line 6, paste the title that will be used by default if you go directly to the site.

In the place of the page header, the code is inserted:

.

Things are easy. We only need to link URLs with utm-tags. Tags that we have written in the script will be added to the utm_content section. The link will look like this:

//moyt.ru?utm_medium=demo&utm_source=demo&utm_campaign=demo&utm_content=nz1& utm_dh = demo

If you do not use utm, then the page address may be as follows:

//moyt.ru/lending/?perem=nz1

In this case, change the variable 'utm_content' in the second line of the code to any word in Latin (in our case it will be perem).

But not all landing pages can be done by yourself.

In the case of complex projects, it is worth entrusting this matter to an experienced executive. As an example, multi-manufacturing, which we did for the company Glass Decor, which operates in a narrow niche - the manufacture of premium-class decorated glass bottles. Client's Central Asia - manufacturers of alcoholic and non-alcoholic beverages. The company accepts wholesale orders only. In Russia, the sale of products has already been adjusted, planned to enter the Chinese market.

What tasks needed to be solved:

  • Tell about the methods of premium bottle decor.
  • Beautifully present the products of the client (more than 10 types of original bottles).
  • Create an image of a solid company with which you can and should cooperate.

Landing decided to make multilingual (in Chinese and English, as in the PRC there are many international companies with English-speaking managers). It would seem that the task is simple - to write both the text and translate it into the necessary languages. But, paraphrasing the well-known proverb that Russian is good, then the Chinese are a poor conversion. Because Chinese selling sites differ markedly from ours:

  • First, stylish conciseness is not here in high esteem. Chinese landings are made in the best traditions of "expensive", with an abundance of multimedia elements.
  • Secondly, there are no familiar to us CTA-buttons like "Leave a request" or "Request a callback." A typical Chinese will not wait until they call him back, he will find company contacts in social networks or instant messengers and will write where he should be.
  • Third, the Chinese use technology to its fullest. Many selling sites place QR codes in a conspicuous place, so that a potential client can immediately scan it and add the company contact to itself. No extra gestures.

In order for the landing to convert, it had to be “sharpened” for the particular perception of the Chinese Central Asia. To do this, our UX-specialist has studied more than 50 Chinese sites in related topics. The Chinese have their own search engine - Baidu. "Google" there is almost no use. Therefore, relevant sites are looking for it through Baidu.

How we did it

First, we discussed the concept of landing with the client. We decided to show the "product face" by placing on two screens enlarged images of decorated bottles.

We made the prototype of the future site in the service of Figma. If we talk about the differences between the draft and the final version, the latter is shorter by about 30%, but more concentrated in terms of information.

The result was a bright and detailed landing, which covers all the main issues of Central Asia ("why is it profitable", "how much it costs", "where to buy", "why you can be trusted." Chinese QQ and WeChat messengers and QR code in the footer.

At first we made a website in Chinese, and then duplicated it in English. Chinese text is much more compact than English. It was necessary to adjust the layout, retaining all the elements of the Chinese version.

And how effective is dynamic content in general?

It is hard to say. I have not found any global research on this. But in all the cases that I saw, there is indeed an increase in conversion. Someone at five percent, someone - a hundred. On the other hand, unsuccessful cases are generally rare.

As a matter of personal opinion, I can say that most likely dynamic content will be effective in the service sector, and not the goods. And in areas where people tend to make impulsive decisions.

You can contact Texterra for help in creating multilenders.

Watch the video: CalHFA Board Meeting 05232019 (December 2019).

Loading...

Leave Your Comment