Personalize Your Marketing with Dynamic Content
7 Easy Ways to Multiply Your Conversions Using Dynamic Content
Ask marketers what their goals are, and one of the first things they will say is to deliver a more personalized experience to their customers. This isn’t a goal aimed solely at increasing conversions; it’s also about meeting customers’ growing expectations.
To put this into context, five years ago people were awed when Amazon could recommend a product they’d love. Today, users expect that Netflix will recommend to them another binge-worthy series based on their tastes. In fact, nearly 74% of users get frustrated with websites that don’t deliver personalized content.
So how does a marketer meet this high demand for personalized communications? The answer is in understanding the power of dynamic content and how it makes static content marketing obsolete.
What is Dynamic Content?
Simply put, dynamic content refers to elements of a website or email that change depending on a viewer’s information or past behavior. For instance, the hero image of a marketing email could change to display an show a beautiful travel destination for a viewer who is looking to book a vacation. An offer on a web page may change for first-time visitors versus a returning visitor who has previously purchased. Ultimately, dynamic content creates a personalized experience for every individual user.
Types of Dynamic Content
Thankfully, it’s really easy to showcase real-world examples of companies using dynamic content to meet the needs of their customer. Big brands like Amazon, Netflix, Google, Dominos, Udemy, FitBit, and so many more all use dynamic content to target their messaging, products/services, and more to the individual customer. Netflix uses dynamic content to suggest binge-worthy shows that a viewer is most likely to be interested in based on past watch history. Udemy uses dynamic content to recommend courses it’s customers may be interested in taking based on past courses viewed or taken. Fitbit tracks food, exercise, sleep, and weight to deliver daily recommendations on goals and progress. There is a multitude of examples and we fully discuss them in our Go-To Guide to Dynamic Content.
How Does Dynamic Content Work?
Understanding how Dynamic Content works is rather simple and straight-forward. Implementing it, however, can be a lot more tricky – especially if you don’t have the right tools. Using a marketing automation platform, like SharpSpring, makes it super easy to provide personalized content to your viewers.
Dynamic Content works by collecting relevant data from your audience or visitors, then using that data to swap out key pieces of your content to better address their wants and needs.
An example is when a customer visits your website, finds a product, and makes a purchase. During the purchase process, you collect their contact information, location, the product they’ve purchased, and any other data that you want to use to make your content more individualized. When you go to create your next email campaign, you decide to make the products within the email dynamic based on the user’s past purchases.
We highlight more examples and take a greater look at the types of dynamic content relevant to your industry in our Go-To Guide to Dynamic Content.
Ways You Can Use Dynamic Content
Here is a brief summary of the ways you can use dynamic content to personalize your messaging. But don’t limit your use to these examples. Dynamic content requires testing and experimentation with your audience. Download our Go-To Guide to Dynamic Content to get a more in-depth look at these examples and how you can use them to get better connected with your audience.
1. Landing Pages
Landing pages are a great way to convert people into customers. Using dynamic content on a landing page allows you to personalize their experience and results in an even greater impact.
Dynamic content in an email is a great way to increase open rates and conversion. This is a basic example, but imagine how impactful it is when you receive an email that speaks directly to you and what you like.
With dynamic content, websites can offer a better user experience by delivering personalized forms. These forms can change based on whether a user is known or unknown.
Redirects are a great way to bring a visitor to a page that speaks to exactly what they are looking for. Redirecting someone who has been interested in one thing, to a page that speaks exactly to that interest, well, it’s a match made in heaven.
Use dynamic content to collect information on time spent on page, what pages they are viewing, and more to deliver intelligent popups that prompt action.
6. Personalized Recommendations
While this one seems like a no-brainer, collecting relevant data to personalize future recommendations can highly impact your conversion rates.
7. Dynamic Search
On large websites, those search bars can be extremely difficult. With dynamic content, you can use historical user data and site data to personalize the search results presented to your viewer.
Finally, It’s Time to Get Personal
If your business has refrained from implementing dynamic content so far, now is the time to set the record straight. Put personalization at the top of your strategic planning and start to deliver the user experience your customers are demanding with dynamic content.
Here are two things you can do to get started with dynamic content. First, download our Go-To Guide to Dynamic Content to take a deeper dive into what we’ve discussed in this post. Second, checkout marketing automation and schedule a demo with our team to discuss using SharpSpring at your business.