What is Dynamic Content on a Website?
Dynamic content, also known as adaptive content, is online content such as a web page or email component that adapts or changes based on user data, behavior, or preferences.
These dynamic components can be text, audio, or video format content. In addition, any element on a page that changes over time or contains a movement is considered dynamic.
Typically, content changes are based on user signals, including in-session behavior, user characteristics, user data, or other parameters.
In-session Behavior: Changing content based on what pages users visit, how long they spend on-site, which items they add to cart
User Characteristics: Adapt content based on demographic, such as geolocation and buyer personas.
User Data: Changing content based on past user data like customer engagement, customer lifecycle, and past purchases.
One of the well-known dynamic content examples is Amazon’s recommendation engine. Other examples include:
- Personalized popups that change text based on user characteristics and in-session behavior
- Recommended products based on browser history
- If you made a purchase from a website and gave them your name, they can greet you by your name the next time you return and even give you product recommendations.
- Dynamic content works with ads as well. If you ever visited a website and then opened Facebook, there’s a huge chance that you might have seen the ads about that website.
Smart Dynamic Content Tactics & Website Examples
We have discussed the dynamic content definition above, and as you can see, it adapts to various users. This is why dynamic content marketing ensures reaching prospects at an individual level.
Ultimately, it makes your offers more personal and boosts your eCommerce conversions.
Below are some of the best dynamic content examples and tactics to give a head start to your online marketing.
1. Use Dynamic Content to Create Personalized Popups
Popups are an effective way to turn website visitors into email leads and customers. Many successful eCommerce sites are using dynamic popups to react to visitor behavior, demographic data, and interactions.
Most common dynamic popup examples are:
Exit-intent popups
Most visitors leave sites before completing a purchase or even adding an item to the cart. However, you can still convert abandoning visitors into customers with exit-intent popups that show up when a visitor is about to leave the site.
Special deals based on cart quantity
The idea here is to show a popup to customers that qualify for a specific cart quantity. This way, you can nudge them to spend more and save more. For example, trigger a campaign when a certain product is added to the cart. Then, inform them about the special offer.
You can use an advanced popup builder like Popupsmart to target shopping carts and on more segmented levels.
Dynamic popup content based on demographic data
Some dynamic popups change based on the visitor information gathered from the browser. For example, your popup can address visitors by name or offer a campaign to their location. In some cases, you can even talk about the weather in their location too.
Shopping cart abandonment popups
Cart abandonment popups work like exit-intent popups.
You display a popup on the cart or checkout page to convert visitors with special offers or reminders.
2. Personalize Offers With Geolocations
One of the most common uses of dynamic content is personalizing special offers. This way, you can make the best offer to the right customer.
This might sound a little vague until you consider some examples:
A popular way to use dynamic targeting is by making geo-specific offers.
You can target locations for free shipping offers, especially if you ship to various countries. Considering that shipping costs are often the reason for cart abandonment, you can personalize your offer based on the prospect’s location.
Here’s an example from Dollskill showing a free shipping offer only to users from Australia:
3. Personalized Recommendations
Websites like eBay and Amazon personalize product recommendations to upsell, cross-sell, or encourage customers to buy the product they browsed before.
In two words, it works.
The idea is to treat customers as individuals. Recommend prospects products they are most likely to buy instead of static items.
A study by Salesforce indicates that shoppers that click on recommendations are 4.5x more likely to add items to the cart and 4.5x more likely to complete the purchase.
Target personalizes its product recommendation widget based on user data. They also provide various filtering options and recommended items dynamically change according to the applied filters.
4. Offers Based on Customer Lifecycle
You need to treat new and returning customers differently. Since their behaviors tend to differ, your marketing strategy for each should also differ.
Numerous studies show returning customers are more profitable. Therefore, create your special offers separately for each segment.
You can also reward your most loyal customers while using price incentives to win new or fleeting customers.
ToolsToday, for example, has numerous dynamic web content on its website that changes according to the user’s location, language, and currency. Here’s a dynamic popup that shows an incentive to new customers:
5. Use Dynamic Content in the Awareness and Outreach Phase
Generating leads from outreach activity and creating awareness is one of the critical metrics for marketing success. This means a better CTR from your email campaigns and more ROI from ad campaigns, two of the most used methods.
Dynamic content can play a vital role in improving the results of your outreach programs.
Dynamic Emails
You can make your emails more personal and campaigns more relevant to customers by dynamically generating content based on certain aspects. For example:
- Greeting customers by the user names
- Using CTAs that are contextual to the action requested, such as completing a purchase, learning more from an article, renewing an account
- Personalizing online event invitations as per the reader’s timezone to make it easy for them to register
- Adding supplementary data in the email body content that dynamically adapts based on the user’s account history, behavior, and data, such as the level of product subscription
An excellent example of dynamic emails is Netflix’s dynamic email strategy:
Netflix sends different emails such as promo for signups, the latest shows to stream, account renewal, and to complete your payment - all depending on your journey with Netflix and user behavior.
Dynamic Content for Text & Display Ads
If you are running a paid ads campaign, dynamic content can help you optimize the following areas:
- Mapping digital text ad titles to user search queries. Google Adwords is a perfect example of this. It dynamically generates text ads for a landing page entirely or partially to match the user intent.
- Dynamic display ads for remarketing campaigns, where the ads are selected based on prior user interest, are also strategically made so.
Facebook ads, for example, dynamically generate ads based on user history and interest. If you visited an e-commerce page but didn’t complete the purchase, it will show you a dynamic ad to remarket that product or service.
Benefits of Using Dynamic Content on Websites
Adapting dynamic content to your website brings many advantages in terms of marketing.
Here are a few benefits of using dynamic content on a website:
- Improved user experience is the most obvious benefit, as dynamic content can make a website more personalized. This can lead to increased engagement and conversion rates, as users are more likely to spend more time on a site tailored to their interests and needs.
- It helps boost vital KPI metrics, such as conversions, bounce rates, return visits, etc. By using these kinds of content in email marketing campaigns, you can form better relationships with your prospects.
- Dynamic content can trigger increased relevance. Using it to display relevant product recommendations can tempt visitors to purchase, and you can boost your sales. (i.e., relevant product recommendations)
- It doesn’t mess up the page layout since it is a seamless and fast solution for businesses. Today’s personalization technology can load adaptive content fast and seamlessly, making interacting with your visitors easier.
- It can be beneficial for search engine optimization (SEO) because it can increase a website’s relevance and user engagement for users, which can enhance the website’s overall quality and user experience.
Static Content vs. Dynamic Content 🧐
If you are curious about the difference between static and dynamic content and ask, we explained what is the difference between dynamic and static content.
Static content is any component on a web page that stays the same every time it is delivered to users and is stored in a server. For example, HTML files and images can be static. Think about static content like published newspapers; it stays the same all day regardless of who picks it up.
Dynamic content is adaptive web content that changes based on the users, such as location, device, and time of visit. A dynamic webpage does not stay the same or static for everyone. Instead, it adapts to the users who interact with it.
Dynamic web pages aren’t stored as static HTML files. Instead, they are based on server-side scripts that generate an HTML file in response to specific events, such as user logins or interactions, and send the HTML file to the web browser.
Since dynamic web content is generated server-side, typically, it is served from origin servers, not a cache.
Wrap Up
Dynamic content delivers more personalized and relevant offers, recommendations, and user experiences. It can benefit your website and revenue in the long run.
In conclusion, dynamic content is an effective solution for businesses and websites looking to engage and retain their audiences. By providing a personalized experience, you can improve user experience and increase engagement and conversion rates.
With the proper planning and tools, adding dynamic content to your website or business is practical and can lead to various opportunities.
Just carefully plan at which stages you want to implement dynamic web content and test it to see what works best for you.
We hope you found this guide helpful. 🙂
Frequently Asked Questions
How Do I Implement Dynamic Content in My Business?
To implement dynamic content on your website or business, you need to identify the goals of your business. Also, identifying your target audience can be helpful in creating dynamic content.
By organizing your business goals and audience segmentation, you can create dynamic content that fits your audience’s needs and interests. In addition, you can get help from popups, emails, and notifications with dynamic content elements.
Is Dynamic Content Good for SEO?
Yes, dynamic content can be good for search engine optimization since search engines prioritize websites with relevant and fresh content, and dynamic content can assist a website in achieving this.
A website can enhance its SEO and rank higher in search results by updating the content and providing users with personalized and relevant information. In addition, it can be part of a comprehensive SEO strategy that includes various factors.
Can Dynamic Content Be Used in Any Industry or Business?
Dynamic content can be used in any industry or business as long as it aligns with the goals and target audience of the website or business. It can be especially effective for e-commerce, news, and media websites.
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