Dynamic content also known as smart or adaptive content is the HTML content of a website that changes depending on the tastes and preferences of the viewer. It creates a highly personalised and contextual view of a relevant section of the website/app specifically for that user at that moment.
One of the best examples to explain dynamic content would be the product description pages of most e-commerce websites, like Amazon, Flipkart etc. where product recommendations change depending on your browsing activity.
Of course, dynamic content is not only limited to product descriptions, it is also seen in emails and webpages.
Basically, smart content adds a level of customization to the content in your website that adapts itself based solely on a visitor’s activities.
You can actually tweak the dynamic content on your website so that each time a visitor returns to your website, the content will become more personalized and relevant for them.
Dynamic Content's Popular Use Cases
- Personalization: Isn’t that the primary reason for utilizing the magnificence of dynamic content? Marketers want their leads to have the best possible experience on their websites. What better than creating a personalized customizable experience that adapts itself depending on user activity? You could customize pages depending on which part of the sales funnel a visitor is in. That would make the buying process smoother for the customer as well.
Not only that, you can also utilize the concept of smart content for new visitors, those who are not part of your contact database as of yet. You can go a step further and customize content depending upon the country of a visitor as well. Such customizations might include language options as well as availability of certain products. - Devices: Smartphones, tablets and various other devices have flooded the world unlike anything else. Everyone has one and they want everything to fit in it. Marketers should take advantage of smart content and make it customizable depending upon a user’s device. That will take their experience up a notch. Condensing the text of pages and offering special goodies for handheld device users will make your organization’s website experience more interesting. You can sync your website’s segments with social media so that customers can talk about their experience as well, completing the entire smartphone experience.
- Smart forms & CTAs: As we already mentioned you can customize objects other than content by using smart content. Smart forms will not repeat questions and will eliminate fields that they have information about for a certain user. Of course the smart forms will be visible to existing users. This will make sure that existing subscribers do not get irritated by having to answer the same question over and over again. Similarly smart CTAs will help you change the offer depending on whether or not the user has viewed it. This will help you lead your subscriber through the buying process at great ease.
Where Can You Use Dynamic Content?
- Emails: The most popular form of marketing is the best place to use dynamic content. Personalizing emails during drip marketing campaigns will add a certain effect of authenticity that will help you score the leads that you require. You can use dynamic content for both prospective and existing clients. The level of personalization can depend on the client’s position in the sales funnel or on the tastes and preferences of the client.
- Website: Dynamic content spices up a visitor’s experience. Every visitor wants the content that appear while they are on the website to suit their needs. So you can tap into the demographic information and their activity data to let the content speak to them.
- Landing Pages: Using dynamic content on landing pages will help you make the user experience even more personalized. You can use the information that you have gathered about your prospects to create a landing page tailor-made for each user.
- Forms: To ensure maximum form conversions, you will have to optimize your forms. Using a marketing automation software will help you utilize the progressive profiling tool to display new form fields every time a prospect submits a form so that no field gets repeated. This will give your forms the best chance for success.
How does Dynamic Content Work?
Dynamic content uses viewer characteristics to make its existence relevant. It is powered by Smart Lists and Lifecycle Stages that recognize different demographics and customizes that to create content depending upon each user’s stage in the Lifecycle.
Every visitor has a context with them when they visit your website during a session, the cookie that was attached from the previous session. For anonymous and new visitors, dynamic content will present them content depending upon their country, device and referral source. So, dynamic content is not limited to existing users only.
Customers will always seek relevance from you and as a marketer, dynamic content will help you present them with that relevance.
Things you should keep in mind while working with dynamic content:
- Data: Once you have the relevant data to create smart content, delve deeper into web analytics and toy around with keywords, referral URLs, geo-tags, conversion paths that your web visitors use during their buy cycle.
- Persona: Marketers create audience personas to target all of your marketing content for the various subscribers you have in your database. Adding layers to the personas will help you look for patterns and trends in data as well.
- Tweak and optimize: Review which content is most engaging and helps in conversions. Optimize your content after reviewing so that you can create the next best action for visitors. By tweaking your content regularly you will be able to provide the best customer experience on your website.
Interested in incorporating dynamic content on your website/mobile app? The first step will be to move away from the legacy CMS you've been using since ages. Most of the new age CMSs and e-commerce platforms allow a high level of personalisation.
Still need help? Send us an email to [email protected] with your requirements and we will get in touch.