There has been lots of buzz recently about dynamic content but what is it really? How does it work and what can you do to apply it to your marketing? We decided to tackle this issue in this week’s blog.
What is dynamic content?
Dynamic content refers to elements of a website or email that change depending on a user’s information or past behaviour. Pretty cool, huh!
For instance, the hero image of a marketing email could for one user be a beautiful beach destination or change to display a majestic mountainscape for another user depending on what their search habit is. 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.
Ultimately, dynamic content creates a personalised experience for every individual user. So instead of everyone who lands on your site or receives your email seeing the same thing, they may see something different depending on how they have interacted with your company before.
How Does Dynamic Content Work?
Understanding how dynamic content works is relatively straightforward. Implementing it, on the other hand, can be much trickier – if you don’t have the right tools. Luckily, marketing automation platforms make creating and providing personalised content for your users a lot easier. It can be as simple as an interface that lets you point and click to swap out options, all without having to touch any code, to some really complex options for example that change language based on region or location.
The way dynamic content works is that once you’ve collected relevant data from your users (things like name, location, which web pages they visit, what they purchase, etc.), you can then use that data to swap out content on your landing pages or emails to target them on an individual basis.
In order to deliver dynamic content to a user, several elements are required, they include the following:
A Central Marketing Database
First, data must be collected and stored in a marketing database. Every user will be assigned a unique ID, and every interaction with the website will be recorded in the database.
A Dynamic Content Generator
There must be a way for the data to be taken from the database and displayed on the page or in the email. A dynamic content generator will be able to display information in a number of different elements and automatically show or hide elements depending on the data available.
An Editable Landing Page
For the dynamic content generator to work, the web page must be built in a malleable way. Not only does this allow dynamic content code to be placed throughout the site as necessary, it also allows for greater personalisation to be implemented in the future based on the data collected on users.
Your email marketing system must be integrated with your database to allow for personalised campaigns.
Now that we have given you the basics, let’s look at the best ways to display your content.
7 Ways You Can Use Dynamic Content
As you can see that there are many ways you can integrate dynamic content into your marketing strategy. Below you will find seven examples. But there’s no need to limit yourself to these. Test and experiment with different options yourself. The important thing to remember, however, is to always make sure that the content you are serving is relevant to the user.
1. Landing Pages
Landing pages are a great way to convert users into customers. Consider the impact of delivering a personalised 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 personalising the call to action. If a lead has already downloaded one of the opt-in rewards, for example, display another to ensure that s/he 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 personalising an email than including the lead’s (they are either leads or users they can’t be both) name. Content can be changed depending on the lead’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 personalised 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 personalisation 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 realise that they’ve been redirected.
You don’t have to rely on past behaviour 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. Personalised 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 personalised, 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.
It’s easy to see what all the hype is about. Taking the time to review your visitors/lead’s wants and challenges will make their experience with you something they’ll talk about – and that’s the point right? We want to turn all of those visitors into leads and leads into customers and most all customers into promoters!
If your business has refrained from implementing dynamic content so far, now is the time to set the record straight. Put personalised action at the top of your strategic planning and start to deliver the user experience your customers are demanding. Your first step? Give us a shout and we’ll do the rest.
Over and out,
The Humans of HokaHey!