Dynamic Content

What is it?

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 advantages of dynamic content over static content

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.

1. It creates a more personalised experience for the visitors and is more user-friendly which makes a website more sticky
2. It helps to increase the main KPIs such as:

• Increased conversions
• Increased percentage of return visitors
• Increased average order value
• Decreased bounce rate and abandonment

3. Dynamic content does not require a change in the website structure and can be seamlessly integrated with the current website layout
4. It helps to understand customer behaviour and create customer personas

What signals are used to determine dynamic content

In-session behaviour

Visitor behaviour is monitored during one session, e.g. what pages they visit, time on pages spent, periods of inactivity.

User data

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.

Customer personas

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.

10 ways to use dynamic content with Webtrends Optimize

1. Use targets to display content that would be relevant to the specific visitors e.g. promotions that run during specific limited time e.g. weekend sales, seasonal promotions, time cut-off messages for next day delivery.
2. Geotargeted content based on the location of the visitors, determined by their IP address.
3. Specific content for return visitors such as reminders about previously browsed items or items left in an abandoned shopping basket.
4. Promo messages based on the basket value. Messages that encourage customers to qualify for free delivery or other benefits.
5. Product recommendations based on the previous purchase or browsing history. Although product recommendations are often associated with retail and travel verticals, industries such as insurance and banking can benefit from this too.
6. Messages triggered by certain visitor behaviour e.g. certain pages visited, pages reached in the sales funnel.
7. Messages triggered by time on site or inactivity which include webchat pop-ups or exit intent messages.
8. Dynamic content in online forms when the subsequent form fields are determined by the answers provided by the customer.
9. Dynamic call to action buttons.
10. Search results help – this is particularly relevant if a website has hundreds of products and visitors would benefit from product name suggestions in the search.

Test everything

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. Client side AB, Abn, MVT, or server-side testing, it’s all available so use the method which works for the specific site, page and visitors.