7 WAYS YOU CAN USE DYNAMIC CONTENT
You may be thinking, what exactly is Dynamic Content? Simply put, it refers to elements of a website or email that change depending on a user’s information or past behavior. Ultimately, dynamic content creates a personalized experience for every individual user. So instead of everyone who lands on your site or receives your email seeing the same thing, leads may see something different depending on how they have interacted with your company before. 74% of users get frustrated with websites that don’t deliver personalized content. It’s not just a phase, it’s a large shift your business needs to apply effectively.
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.
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.
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.
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.
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
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.
There are many ways you can integrate dynamic content into your marketing strategy. Below you can download these seven examples, along with additional tips and information, but there’s no need to limit yourself to these! Test and experiment with different options for your business. The important thing to remember is to always make sure that the content you are serving is relevant to the user.
Download our Dynamic Content Go-to-Guide 2021 today!