8 Ways to Use Dynamic Content

74% of online consumers get frustrated with websites when content (e.g., offers, ads, promotions, etc.) appears that has nothing to do with their interests (Via Online Personal Experience Study).

Marketters Goal

Ask marketers what their goals are, and one of the first things they will say is to deliver a more personalized experience to their customers. This isn’t a goal aimed solely at increasing conversions; it’s also about meeting customers’ growing expectations.

How to Personalize Customer Experience ?

So how to meet this high demand for personalized communications? The answer is in understanding the power of dynamic content and how it makes static content marketing obsolete. 

8 Ways You Can Use Dynamic Content

1. Landing Pages
2. Email
3. Forms
4. Redirects
5. Pop-Ups
6. Personalized Recommendations
7. Dynamic Searches
8. Dynamic Ads

So What is Dynamic Content ?

Dynamic content refers to elements of a website or email that change depending on a user’s data and / or past behavior across the website / App / Email Response . For example, the banner image of a marketing email could change to display an image of a beautiful travel destination for a user who’s looking to book a vacation. An offer on a web page might change for a first-time visitor versus a visitor with a high lead score who is likely ready to buy. Another example would be a clothing retailer showing a banner ad for a pair of jeans similar to the pair that you bought from the site last week.

Examples of Dynamic Content

Amazon

Amazon this retail giant pioneered the use of dynamic content in the retail space. You know those ads for suggested products that you see when you first go on the website or when you click on a product that you’re interested in? Amazon have not hired thousands of people to spy on you just to understand your and hundreds of millions of other users interest. That’s dynamic content based on your behaviour, Pastview, purchase history, wish list items and lots of other factors.

Netflix

Not only e-commerce industry that utilize dynamic content. Netflix also tracks what you’ve watched and for how long to provide personalized recommendations of programs you might like. Their entire homepage is one huge piece of dynamic content. This means that when you log into your Netflix account, you’ll see something completely different compared to when your brother or any other family /friends logs into theirs(Even though You have shared you own login) as long as they are using seperate user they will see magic of dynamic content on netflix.

Other Daily life Examples

Using dynamic geo-location, Domino’s Pizza will give a user the closest store based on their location. Hilton Hotels will serve up different offers based upon a user’s indicated travel plans.

Udemy, an online learning platform, will offer course recommendations based on a user’s purchase history .

YouTube has a constantly updated list of recommendations based on previous viewing and like history history, even though you have not subscribed the channel you will see the video feed of your interest.

FitBit tracks your food, exercise, sleep and weight profile based on your goals upon signup. It then sends regular emails about your goals throughout the day.

8 Ways to Use Dynamic Contents

1. Landing Pages

Landing pages are a great way to convert users into customers. Consider the impact of delivering a personalized message to every user. The details will, of course, depend on the product. Start by integrating the lead’s name into the page design, and then reference products the lead has already used. Go one step further by personalizing the call to action. If a lead has already downloaded one of the opt-in rewards, for example, display another to ensure that she remains in the funnel.

2. Email Delivering

dynamic content to users in email campaigns is a great way to increase open rates and conversions. Again, there’s much more to personalizing an email than including the user’s name. Content can be changed depending on the user’s location or browsing history in the same way it works on your landing pages.

3. Forms

With dynamic content, a site can offer a better user experience by delivering personalized forms. When a visitor is identified as “known” versus “unknown,” the site can present variations on forms displayed or hide them altogether. For example, an unknown visitor might receive a form with a special offer whereas a known visitor might simply need to confirm his email address. Other website personalization can happen once someone is a known visitor. A known visitor might see a login page instead of a registration page.

4. Redirects

Another way to convert users into customers is by using redirects. If a user has been seeking more information about Hawaii, for example, he could be redirected to a page about Maui. Redirects can happen almost instantaneously, and the visitor may not even realize that they’ve been redirected.

5. Pop-Ups

You don’t have to rely on past behavior to deliver dynamic content to users. By using real-time signals, such as the time spent on a page, length of inactivity, scroll activity or user clicks, you can deliver intelligent pop-ups to achieve a specific action. Usually, this will be to prevent a visitor from leaving the website without first entering into your sales funnel. Use this type of dynamic content to direct him to the best content based on his location.

6. Personalized Recommendations

We’ve already talked about how major online companies use personalized recommendations. Both Amazon and Netflix use data-driven recommendations to encourage users to purchase more items (in the case of Amazon) or continue their subscription (in the case of Netflix). But recommendations don’t just have to be product-related. You could also recommend content from your blog based on the articles a user has previously read. In essence, this helps to “free” content from the “confines” of repeat purchases and to ensure users see as many of your products as possible.

7. Dynamic Searches

On large websites with hundreds or thousands of pages, search bars can become user-unfriendly very quickly. Here, use individual user data as well as site-wide data to deliver a personalized, user-friendly experience. One method would be to suggest the most frequent search queries. Alternatively (or in addition), the site can deliver results based on a user’s previous preferences. For instance, a user might prefer a particular brand of clothing or only buy items in a particular pricing bracket.

8. Dynamic Ads

Almost all ad platforms have started providing dynamic ad options to increase the clickability and deliver right content to right audience.

It's Personal Now Personalize your way of delivering right content to right audience

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