When campaign Monitor noticed their newsletter click-through rates had dropped, they ran a few tests to tweak their technique. The team added dynamic content to their email builder and got a 13% jump in traffic.
Improving customer experience is the key to having happy customers. Many businesses focus on customer acquisition rather than retention.
It’s more difficult than ever to stand out in a marketplace where the customer is bombarded with multiple messages every day. With dynamic content, you offer customers more personalization and positive moments.
What Is Dynamic Content?
Dynamic content is about customizing the message to promote your assets instead of changing the content itself. It ensures that only relevant and exciting messages get placed in front of your audience. This means knowing everything about your reader – from their demographics, interest, location, and preferences.
Dynamic content increases conversion by serving intuitive and relevant messages. Techniques you’ll use are aimed at reducing the amount of redundant and unnecessary information delivered to the user. The goal is to show the user the next logical step in their discovery process.
It is a feature in email marketing where you show different content to different recipients in the same campaign. The content is based on the information you’ve collected about each user.
- Showing coffee mugs with cute babies when marketing to pregnant women or new mothers
- Showing male sportswear to men, and female streetwear to women in your latest summer fashion campaign.
The changes in dynamic content are based on user signals such as
- User data: Content change is based on customer lifecycle, past purchases or engagement with your marketing.
- In-session behavior: Content change is based on pages the user visits on your site, products in their cart and the length of time they spend on your website.
Hence, you must track and store these signals if you’re to smartly trigger the display of relevant content. Recommendation engines use a highly sophisticated algorithm to capture, collect and analyze customer behavior and data. The goal is to show the most personalized recommendation to your customer or prospect.
Understand Your Audience Before Serving Dynamic Content
There are no one-size-fits for every customer. You serve better content when you understand your audience. Collect information, study the data and familiarise yourself with their information. This allows you to further personalize the user’s experience and get one step closer to conversion.
47% of users will provide personal information if it leads to improved customer experience. Use a survey tool to collect information from your users. Other methods include social media interactions and CRM software that collects user data based on their browsing experience.
The challenge lies in using the information to tailor the user’s experience. Don’t limit yourself. Take a holistic view and analyze multiple points of interaction before a user makes a purchase. You want them to have a wonderful experience regardless of the channel where they interact with your brand. One bad experience ruins your chances of conversion.
Techniques to Use Dynamic Content in Your Digital Strategy
Personalize your product recommendations
If a customer puts a handbag in their shopping cart, how about a shoe or scarf to match the bag? If a female customer adds a makeup kit to their cart, lipsticks and palettes complement their purchase.
Personalized recommendations increase conversion by 150%. Focus on enhancing customer experience instead of chasing potential clients. Use data from their browsing history and shopping cart information to show product recommendations.
Personalize Offers Through Geo-Targeting
Still on personalized offers, if you have clients in multiple countries, geo-targeting is the best way to serve dynamic content to your audience. The high cost of shipping is one of the major causes of cart abandonment. Show them the minimum amount they have to spend to qualify for free shipping to their country.
Improve Your User’s Site Search Experience
Recent advancements in search technologies make it easy for your users to find what they need. Strategies such as autocorrect and autofill are two ways to use dynamic content to optimize your site search.
Alternatively, provide search terms related to the product categories and products near the search box. In the example below, I visited Nike’s store. I was typing running shoes but noticed that once I typed “running”, it generated related terms such as “running hat”, “running socks” and “running belt”. On the left side, you’ll see suggestions for the term “running”.
Nike enhanced discovery and allowed me to jump to a product or choose a second one I wasn’t aware of. By narrowing my choices, it’s easier for me to choose. If I make a purchase, the selection on the left changes based on my purchase.
Customize Your Call to Action
Your CTA buttons are a vital part of converting your web visitor. It’s a key element connecting the user and business. Dynamic CTAs only accelerate conversion when the prompt is relevant to the copy the prospect is on. Tailored CTA buttons drive your audience to take action.
Go deeper by customizing CTAs based on where the buyer is in their sales journey. For instance, if the user is visiting your site for the first time, you could show them a guide. If they are reading content on conversion, the guide should be conversion focused with a CTA saying “Download Now.” When they download the guide, redirect them to a free trial of your product. This article details tips on writing a persuasive CTA.
A great technique is to use a combination of the customer journey and your buyer persona to personalize the CTA to different segments of your audience. Options include market research, customer survey, contact database, and customer feedback.
This is a good example of a customized CTA from Grammarly. One CTA for Chrome users and another CTA for Safari users.
Here, the premise is the same as creating dynamic content in general. Triggering the right response at the right time based on specific user signals to increase conversion. Create a well-timed subscription form and include a discount offer or reminder about items in an abandoned cart.
For instance, Nike could show a 20% discount offer for a “Super Eagles Home Jacket” if a user was checking out a “Super Eagles Home Jersey”. Discount coupons are very effective for incentivizing users to shop more.
Personalization humanizes your brand. It offers a more authentic feel to the content you serve your customers and prospects. Personalized dynamic content is a powerful way to show users specific content based on the information you’ve gathered. This ensures increased conversion and sales for your online store.
Chima has a weak spot for small companies because they remind her of the underdog. She wants to help your business grow at an exponential rate by accelerating your climb through Google SERP. Visit Zenith Copy to learn more about her.