Marketo Certified Expert Certification Practice Test

Which describes a PURL?

1. Any landing page that will not redirect to another page

2. A dynamic landing page that is personalized based on the URL

3. Any landing page with tokens on it

4. A URL with more than one CNAME attached to it

The correct answer is: A dynamic landing page that is personalized based on the URL

A PURL, or Personal URL, is specifically designed to be a dynamic landing page that personalizes content based on the individual's URL. This means that when someone accesses a PURL, the information displayed is tailored to that specific user, often using data known about them to enhance their experience. It serves as a powerful tool in marketing because it can improve engagement by providing personalized content that resonates with the user's interests or demographics. The personalization aspect of a PURL involves integrating tokens that pull in distinct identifiers, such as the user's name or other characteristics, allowing the page to reflect that individual's profile directly in the URL. This not only improves relevance but can also lead to higher conversion rates because users are more likely to engage with content that feels directly aimed at them. In contrast, while some other options mention landing pages or tokens, they do not convey the essential characteristic that defines a PURL: the personalization aspect based on the user's unique URL. Therefore, the description of a PURL as a dynamic landing page personalized according to the URL is what makes it distinctly valuable in the realm of digital marketing.