Turn landing pages into personal experiences with new Liquid support

Every day, marketers invest time and effort crafting timely, personalized messages across email, push, SMS, and other channels. But too often, the experience falls apart at the moment it matters most—when a customer clicks through. Instead of landing on something that feels like a natural continuation of the conversation, they’re met with a generic page that ignores who they are and why they came.

That disconnect comes at a cost. When landing pages don’t reflect the same context, urgency, or personalization as the campaigns driving traffic to them, engagement drops and conversions stall.

With new support for Liquid personalization on Braze Landing Pages, marketers can close that gap. Using the same real-time data and logic that powers their cross-channel campaigns, marketers can now personalize their landing pages—tailoring CTAs, headlines, and content to each known visitor. The result is an experience that feels intentional, consistent, and connected, turning every click into a stronger step forward in the customer journey.

Generic vs. personalized landing pages

Generic (or static) landing pages show the same content to everyone. They’re quick to launch and easy to maintain, so they work well for broad announcements like product launches or seasonal promotions. But when everyone sees the same message, relevance quickly drops, especially for customers arriving from highly personalized campaigns.

Personalized landing pages, by contrast, dynamically adapt based on who’s visiting, using known customer demographic, behavioral, and purchase data to create more relevant experiences that drive higher engagement and conversions. Headlines change, CTAs adjust, and content aligns to the visitor’s context, creating a page that feels like a natural continuation of the journey that brought them there.

That’s what makes personalized landing pages so powerful: They let you tailor every visit, deliver the right message at the right time, and turn each page into a meaningful moment of connection.

The benefits of personalized landing pages

1. Turn clicks into momentum. Getting someone to click is only half the battle. Personalized landing pages pick up where your messages leave off, using real-time customer data to ensure every CTAs, headline, and offer feels immediately relevant. When visitors see content that reflects who they are and where they are in their journey, they’re more likely to stay, engage, and move forward.
2. Deliver personalization at scale without added complexity. Personalization shouldn’t mean more pages, maintenance, or developer time. With dynamic, data-driven content, you can build a single landing page that automatically adapts based on customer attributes, behaviors, or context. This means your landing pages feel personal without extra manual work.
3. Keep campaigns relevant as they unfold. Campaigns don’t stand still, and neither should your landing pages. Personalized landing pages can adjust messaging based on dates, actions, or attributes, so campaigns stay timely from launch to finish.
4. Create continuity across the entire customer journey. Customers expect consistency wherever they interact with your brand. By extending personalization from email, push, and SMS to your landing pages, you create a seamless journey that feels intentional and cohesive. Every interaction reinforces the last, strengthening your brand and increasing the likelihood of conversion.

When to use personalized landing pages

To show what’s possible, let’s explore a few example scenarios of how marketers at fictional brands might use personalized landing pages to deliver richer, more relevant web experiences.

Use case #1: Dynamic CTAs

The challenge: At Steppington, a fitness subscription service, marketers struggle to keep landing pages up to date during seasonal campaigns. Manually updating CTAs for different stages of a promotion is time-consuming—and if they’re late, customers see outdated offers.

Braze solution: With personalized landing pages, the team sets up CTAs that automatically change based on the date. Before a promotion starts, visitors see: “Sign up to get early access!” During the sale, urgency kicks in with: “Join today and save 25%—offer ends November 21!” After the promotion, engagement stays alive with: “Missed the sale? Be the first to know about next month’s offer.” Customers always see the most relevant message, while marketers save time and keep campaigns running smoothly without constant oversight.

Use case #2: Personal product recommendations

The challenge: Kitchenerie, a retail kitchenware brand, wants to promote its new unlimited monthly subscription. But generic landing pages don’t resonate; the value proposition is different for first-time visitors and loyal customers, so one-size-fits-all messaging falls flat.

Braze solution: Kitchenerie uses personalized landing pages to dynamically adjust page content based on who’s visiting. Returning customers might see: “Hey {{first_name}}, love your new {{last_product_purchased}}? Explore more like it with our new monthly subscription plan!” Whereas first-time visitors get a welcome message: “Welcome to Kitchenerie! Discover our unlimited monthly subscription and elevate your cooking game.” Every visitor gets content that feels relevant, while marketers drive subscriptions without managing multiple versions of the same page.

Use case #3: Tailored learning

The challenge: Financial institution Pyrite Financial wants to educate customers at every stage of their investing journey. But creating separate pages for beginners and advanced traders is resource-intensive, and generic educational content leaves both groups unsatisfied.

Braze solution: Personalized landing pages let Pyrite tailor content based on each visitor’s profile. New investors might see “Building Your First Portfolio,” while seasoned traders get more advanced tips like “Market Strategies for High-Volatility Conditions.” Visitors get the right level of education, and marketers deliver relevant content at scale without juggling multiple pages.

Final thoughts

Personalization shouldn’t stop once someone leaves the inbox. With Liquid support on Braze Landing Pages, your web experiences become a natural extension of your cross-channel strategy—powered by the same real-time data, logic, and creativity you already use to engage customers elsewhere.

Instead of static destinations, landing pages become living parts of your campaigns: responsive to timing, tailored to context, and aligned with each customer’s journey. The result is more than higher conversion rates; it’s a more consistent, more intentional brand experience.

Want to learn more about Braze Landing Pages? Check out our overview.