Dynamic Content Examples & Tactics for Personalized Marketing

In this article, we will break down what website dynamic content is and how you can use it in your marketing strategy to increase sales.

Dynamic content creates better shopping experiences for users. Dynamic web content boosts conversion, CTR, and the average order value (AOV,) providing more relevant interactions, offers, and recommendation.

If you are already familiar with the concept, feel free to jump to the examples from below.

dynamic content concept graphic

What is Dynamic Content?

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. Any element in 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 geo-location, buyer personas.

User Data: Changing content based on past user data like customer engagement, customer lifecycle, and past purchase.

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 Website Examples & Common Tactics

We have discussed the dynamic content definition above, and as you can see, it adapts to the 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 website 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 example:

Exit-intent popups

GQ exit popup

Most visitors leave sites before completing a purchase or even adding an item to the cart. You can still convert abandoning visitors into customers with exit 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 a visitor by his name or offer a campaign to his location. In some cases, you can even talk about the weather in their location too.

Shopping cart abandonment popups

Kate Spade free shipping popup

Abandonment cart popups work like exit-intent popups. You display a popup on the cart or checkout page to convert visitors with special offers or reminders.

Create your dynamic popup in 3 mins with Popupsmart.

2. Personalize Offers With Geo-Locations

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 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:

Dollskill dynamic content for shipping offer

3. Personalized Recommendations

Leading eCommerce websites, such as eBay and Amazon, personalize product recommendations to upsell, cross-sell, or encourage customers to buy the product they browsed before.

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 clicked 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.

Target's dynamic web content example

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.

There are numerous studies that show returning customers are more profitable. 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:

Toolstoday's dynamic content example

5. Use Dynamic Content at Awareness and Outreach Phase

Generating leads from outreach activity and creating awareness is one of the key metrics in marketing success. This means a better CTR from your email campaigns and a more ROI from ad campaigns, which are two of the most used methods.

Dynamic content can play a vital role in improving the results from your outreach programs.

Dynamic Emails

You can make your emails more personal and campaigns more relevant to customers by dynamically generating email 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 level of product subscription

A good example of dynamic emails is Netflix’s dynamic email strategy. Netflix sends different emails such as promo for signups, latest shows to stream, account renewal, to complete your payment - all depending on the stage of your journey with Netflix and user behavior.

Netflix dynamic email campaign

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 completely 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 generates the ads based on user history and interest. Say you visited an e-commerce page but didn't complete the purchase, then it will show you a dynamic ad to remarket that product or service.

Static Content vs. Dynamic Content 🧐

In case you’re still curious about the difference between static and dynamic content and ask “what are static content and dynamic 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. 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.

Benefits of Dynamic Content

Adapting dynamic content to your website brings many advantages in terms of marketing, including:

  • More user-friendly experience
  • Helps boost vital KPI metrics such as conversions, bounce rates, return visits, etc.
  • Increased relevancy (i.e., relevant product recommendations)
  • Seamless and fast: Dynamic content doesn’t mess up the page layout. Today’s personalization technology is able to load adaptive content fast and seamlessly.

Conclusion

Dynamic content delivers more personalized and relevant offers, recommendations, and user experiences. It can benefit your website and revenue in the long run.

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. 🙂

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