Dynamic content refers to website content that is changed depending on the visitor behaviour, geographical location, previous history, preferences or interests of the visitors. The concept of dynamic content is closely related to personalisation and targeting.
The goal of having dynamic content on a website is to create a more engaging experience for the visitor as you can tailor this more towards what they are looking for.
Visitor behaviour is monitored during one session, e.g. what pages they visit, time on pages spent, periods of inactivity.
Content is changed based on the geo-location of the visitors or other information about the visitor is available in the data layer as well as through previous interaction with the website e.g. visitors are returning with a quote.
Usually visitors in this category have a log-in to the website and more information about their purchase history is available. Thus, it is possible to curate more relevant website content.
Even though there is a wealth of information available to marketers about their customers it is worth remembering that customer personas do change over time. For example, just because a customer has been buying womenswear in the past does not mean they won’t buy men’s clothes in the future.
Once you have identified ways that a website can benefit from dynamic content, you will need to determine what works and what doesn’t for the site visitors. The advantage of using the Webtrends Optimize platform to deliver dynamic content is that you can test multiple variations within one project and determine a winning variation that would help to generate a maximum impact across the site. AB, Abn, Multivariate, split testing, it’s all available so use the method which works for the specific site, page and visitors.
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