How to Display Different Offers to Different Traffic

Any ecommerce brand worth its salt is probably utilizing a multichannel marketing strategy that includes some mix of paid ads, affiliate partnerships, direct mail, email/SMS, organic social, etc.

But what happens in that scenario if you want to promote different offers to each of those channels? 

For example, maybe your customer acquisition cost varies depending on the channel, so you need to incentivize differently.

Or maybe you want to test different offers in your paid ads, and need your website to reflect the details of those different offers depending on which ad the person clicked on.

How do you manage this from a customer experience standpoint?

In other words, how do you show the details of one offer to traffic that landed on your site via a paid ad, while showing a different offer to traffic that landed via an affiliate link, and a third offer still to traffic that clicked through from an email or social media campaign? 

To Use a Landing Page or Not To Use a Landing Page

Landing pages are a common solution here. They don’t call them “landing pages” for nothing – if someone “lands” on your site cold, having clicked through a prospecting ad for example, then you may not want to drive them directly to your shop page, the way you would with a customer who is already familiar with your brand and has clicked through from one of your email campaigns. 

Instead, you can drive them to a curated landing page experience that acclimates them to your brand while presenting them with a channel-specific offer.

Strangely, though, it’s often the case that landing pages work better in theory than practice. They’ll often not convert as well as if you’d simply driven that same traffic to your shop page or home page, even if it’s cold traffic.

It probably has to do with fewer clicks to purchase. Less friction.

Landing pages are also a lot of work to build, so if they don’t lead to a higher conversion rate it’s a lot of wasted effort.

But this begs the question: if you’re driving multichannel traffic directly to your shop page instead of a landing page, how can you convey the details of different offers depending on where the traffic is coming from? The order minimum, for example, and the discount code they need to apply, and the legal fine print … all that jazz?

I’m glad you asked. 

Check out the video above for my patented method that uses query parameters to trigger different Klaviyo Popup Forms depending on the traffic source.