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What Is Dynamic Content?
Simply put, dynamic content refers to elements of a website or email that change depending on a user’s information or past behavior.
For instance, the hero 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.
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.
7 Ways You Can Use Dynamic Content
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 identi ed 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 con rm 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.
We’ve already talked about how major online companies use personalized recommendations. Both Amazon and Net ix use data-driven recommendations to encourage users to purchase more items (in the case of Amazon) or continue their subscription (in the case of Net ix). 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.
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.
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