Google Adwords – Adaptive Landing Pages
Advanced Topic: Reactive Websites
Using available information, it is possible to create websites that behave differently depending on your best guess of a visitor’s state of mind. For one thing, you can understand something about the visitor based on the searches they are doing.
Since that information is available to the website based on their “referrer” you can set a cookie or pass a parameter that guides the visitor through the website.
In addition, using cookies, you can determine if the visitor has been to your site before, and even tell what pages they viewed. If appropriate, you can display different information to them.
For example: If you sell items that are used in industrial, medical, and agricultural industries, you can set a cookie based on choices made by the “medical” customer. This choice guides the display of the website for subsequent visits (or even the remainder of the same visit,) subduing the industrial and agricultural elements of the site, and increasing the satisfaction of the visitor.
Clearly behavior-sensitive websites are not for everyone. They require a lot more time and energy to create, but give you the best chance for conversions.