Dynamic Landing Pages: Using POF Tokens to Call Out the User and Increase Performance
When creating landing pages, only one goal should be in mind and that’s the conversion. Your landing page increases the odds for a conversion because it gives you an opportunity to pre-sell the user that what you’re offering will ultimately make their life better in some way. One method to speak to the user directly is to call out the user’s demographic.
Much like in the dynamic tokens we use in the 110×80 ads in POF, calling out the user makes them feel special, adds exclusivity, and creates the feeling that an offer is looking specifically for them. Age, gender, and location are the most important and effective ways to call out a user and we can place the user attributes in our landing page copy through the use of POF tokens and some PHP code.
Step 1: Pass-through tokens correctly in POF click-through URL
When you set up your click-through URL in POF, be sure to insert the {age:}, {gender:}, and {state:} variables into the links. Depending how your tracking system is setup, these parameters are passed through differently.
In Prosper202, they are best passed through with the &c1-4 parameters of the tracking URL. Even if you’re not going to we all 3, it’s a good habit. Just place the {age:}, {gender:}, and {state:} tokens in the provided sections and a tracking link will be generated for you which would look a lot like this:
http://www.domain.com/index.php?t202id=00000&c1={age:}&c2={state:}&c3={gender:}&t202kw= |
Step 2: Passing the parameters to the landing page
Within the <html> tags in your lander, you need to insert this bit of code so that the page can have access to the parameters you’re trying to pass through from POF:
<? $age=@$_GET['c1'];$gender=@$_GET['c2'];$state=@$_GET['c3']; ?> |
Note: You must to save your lander as a .php file for all this to work properly.
Step 3: Using the parameters in landing page content
To call out the user by their age, gender, or state, all you need to do is insert the tokens: <?=$age?> (for age), <?=$gender?> (for gender), and <?=$state?> (for state).
E.g.
1,500 Men in Nevada Seeking 42-year-old Woman
To provide an age range instead of just a single static age, you can add or subtract from the age parameter.
E.g.
Women ages <?=$age-1?> – <?=$age+1?> Needed
This would appear to the same 42 year old woman as:
Women ages 41-43 Needed
I strongly advise you guys to use an age range instead of one specific age. It makes the landing page more realistic, yet still calls out to the user.
Using MaxMind to call out location
Another method you can use to call out a user’s location is through the user’s IP address with MaxMind, which has a database of geographical locations according to IP’s.
To implement, simply insert the following script above your <html> tag:
Then insert the following whenever you want to grab the City and Region:
<script language=“JavaScript”>document.write(geoip_region());</script>
E.g.
<script language=“JavaScript”>document.write(geoip_region());</script>
Shortage of Women from Las Vegas, NV
We prefer using MaxMind to call out location since it’s actually more powerful than what POF can capture. It pretty accurately locates other geographic info such as zip code and area code and does not require a token/tag in your click-thru url.
We rarely use the gender parameter also because the offers we run on POF are most likely going to be gender-specific. Meaning, when running a male-targeted offer, you will use images and other elements which would not solicit the same response from a female. As a rule, always run different landing pages for each gender.
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