What are query strings?

Query strings are part of a URL and they come in key-value pairs called query parameters. They're always attached to the latter part of a URL and you can add as many as you like as long as you separate them with an & character.

One query parameter:

https://markettailor.io?key=value

Two query parameters:

https://markettailor.io?key1=value1&key2=value2

As a marketer, you might be more familiar with UTM parameters, which are technically just query parameters that have taken a special place in the minds of marketers. And are often used to track marketing campaigns.

How to personalize using query strings?

To personalize websites based on a query string, include them in your page URL in the format above and we'll segment any user who lands on that URL.

Custom query strings can be added to any links in marketing campaigns on Linkedin or Google search. You can include them in any link you use to invite people to your site.

Example use cases for personalization

Example 1: Keyword alignment between marketing campaign and website

One of the most common use cases for personalizing websites based on query strings, is to include them in your Google Ads for specific keywords. When a visitor clicks on your ad, they land on your site where you can personalize top-of-the-fold text to use the exact same keywords they just read in your ad! This creates a much better experience for a visitor, because the content of the website is now aligned with what they just saw on your ad.

Example 2: Returning visitors

Query string personalization is especially useful when you want to show the same keywords to a visitor who was previously interested in those keywords and is now returning to your site later via some other channel than your ad. This can't be done easily without personalization software.

Example 3: Capturing intent/behavior

You can also include a query string as part of a button link (even using Markettailor) or a redirect after a form submit. This allows you to capture very specific intent from the user and then personalizing the website based on that intent.

Imagine you are offering a service for B2B and B2C customers. The visitor lands on your website and has to fill a form if they are interested in your B2B services. After submitting the form, you redirect to them main page URL + your custom query string meant only for people interested in your B2B services. Now when they land on your home page or return later, they see your pages talking only about your B2B services, which will create a better customer experience and save you and your prospect a lot of time searching for the right information on your website.