Dynamic content is content on a web page which dynamically changes depending on factors such as:
- User data
- User location
- User behavior
- User preferences
This can be text, video or audio format. Any kinds of recommendations, for example, are dynamic content.
The content is not static, as there are external factors which will alter what shoppers see. This can be based on personalization techniques. For example, once a shopper has placed a certain item in their cart, similar items may be offered.
Similarly, if a shopper abandons their checkout cart, relevant content may be shown. There are many examples of times when dynamic content should be used. Let’s take a deeper look at when and why.
Why Use Dynamic Content?
Dynamic content offers personalization that can benefit both the shopper and merchant. Possible benefits include:
- Engaging and relevant content
- Reducing bounce rate
- Improved cross-sell and upsell personalization
- Up to date information and offerings
- Improved conversion rates
- Up to date relevancy
The reason why dynamic content would be used is because it can actually offer users with relevant content options that can be engaged with. The more personalized the content, the more customer-centric the marketing. This will have overall good outcomes for the business.
Dynamic vs. Static Content
Static content is more traditionally used on eCommerce sites. However dynamic content simply offers a much broader scope of personalization. Through using data and automation, dynamic content can offer tailored experiences for users. These can be based on factors such as:
- Specific interests
- Past behaviors
- Audience preferences
These can lead to higher engagement, conversions and loyalty.
Examples Of Dynamic Content
There are different types of dynamic content that can be used across different stages of the buyer’s journey. Let’s take a look at some of them
Personalized Content
This can be based on user behavior, for example based on previously viewed pages. This can also be based on user demographics, based on their previous audience segmentation.
Contextual Content
This content can be gathered via the context of how the customer interacts with the brand. For example, this can be based on location or time zone.
Interactive Content
This is a great way of data gathering, whilst also highly engaging customer interaction. Examples of this kind of content include surveys, quizzes or interactive infographics. Through engaging with these, the shoppers are led on a journey to appropriate products or areas to engage with and buy. Similarly, shoppable videos are an area in which this is made possible.
Real-Time Content
Examples of real-time content include social media updates or news updates. These appear regardless of user signals, but it’s proof that your business is active and relevant. It’s a great way of building brand trust, image and unity.
Things To Consider
When applying dynamic content, there are some things to be aware of.
Data Privacy
Data privacy and security should be at the forefront of any considerations. Brands can only use, share and collect customer data within certain frameworks, and this should always be taken into consideration.
Investment
You should allow your content to be natural, and grow at its own pace. You shouldn’t come in with a high amount of dynamic content, as this will be complex and costly and might be too much. Decide what your goals are and then start with those areas. Allow the rest to grow naturally from there.
Optimization
Something that should also be considered is that dynamic content needs to be updated regularly. As it’s always changing, it requires someone to be on top of it, knowing what’s happening and what the latest updates should be.
Best Practices
By now you can probably see the benefits in using dynamic content. If you are feeling pulled to get started, here are some best practices to help you on your way:
Know Your Audience: Who are your core customers? What are their needs? What platform do they use to access your store?
Segment Your Audience: Segment according to buyer personas or average customers to ensure the correct outreach.
Set Clear Goals: What are you trying to achieve? How will you get there?
Use Data: Collecting data always helps to achieve desired outcomes.
Test: A/B Testing is always a surefire way to make sure you are on track and your efforts are achieving your desired outcomes.
Optimize For Mobile: Don’t forget the big part that mobile phones play in eCommerce technology today! Optimize for mobile for best results.
Conclusion
Dynamic content has a lot to offer any eCommerce business. Without it, you would be lacking conversions and customer engagement. This has given you an introduction into why dynamic content is so important and how it can be achieved. The rest is now up to you.