Dynamic content is the magic key that allows us to offer users highly personalized experiences. And in turn, personalization is one of the main keys to online marketing strategies.
Only five years ago we were hallucinating when a website offered personalized recommendations, but today users assume and expect this customization. So much that up to 74% of them experience frustration when a web page shows content that does not correspond to their interests, according to a SharpSpring study.
So that you do not have these problems when it comes to conquering your target, we will see what the dynamic content consists of and what its keys are.
What is dynamic content?
We call dynamic content:
“The elements of a page or an email that change according to the user’s information or previous behavior.”
For example, the main image of a marketing email can show different holiday destinations according to the interests of a user, or the main offer of a landing page may be different for users who visit it for the first time and for those who are already ready to convert.
Dynamic content allows us to create a unique experience for each user who visits us or who receives our content.
7 key places to use dynamic content
The possibilities of dynamic content are practically endless, since it can be used in multiple locations and adapted according to many factors. To start focusing, let’s see what are the 7 key places to use this tool successfully.
- Landing pages. Landing pages are a great resource to convert users into leads or even customers. If you get them to show a different message for each user, you will be multiplying the conversion possibilities. For example, you can include the name of the user in the copy of the page and refer to products that you have already purchased. If you want to go a step further, try to customize the call to action.
- Emails. Dynamic content can help you multiply the opening and conversion rates of your emails. Of course, it is necessary to personalize the name and gender of the recipient, but we can go much further. Think of all the information you have about the user (including your location) and use it to adapt the offer to your interests.
- Forms. The forms are always a point of friction in the conversion strategies, since we have to convince the user to fill them out. But thanks to the dynamic content, we can shorten this whole process and show the user only the fields corresponding to data that we do not yet have about it. Sometimes, all we need is to ask you to confirm your email, a step that generates much less resistance than filling in all your data.
- Redirections. Dynamic content not only helps us to show one or other information, but also to direct the user to the web sites that may be of most interest to him. For example, if you have been looking for information about traveling to Asturias, we can take you directly to a website about the Picos de Europa. In many cases, the user does not even realize that he is being redirected.
- Pop-ups. To personalize the experiences of the users, not only do you have data about their previous behavior, but also information about what they are doing on your website at that moment. You can use indicators such as time spent on a page, downtime, mouse movements and other signals in real time to activate smart pop-ups that suit what you need at that time.
- Personalized recommendations. Much of the success of large companies such as Amazon and Netflix is based on their ability to recommend specific products for each user. But even if this strategy does not adapt to your company, you can use what you know about users to offer them personalized content from your blog or your website.
- Dynamic searches. On large pages with thousands of products, the search experience can be overwhelming and make the user leave. To avoid this, we can combine site data with the user’s personal information to help you find what you need. For example, we can suggest the most frequent search terms or offer results based on your previous choices, such as clothing of a specific brand or items in a certain price range.