In recent years, many competitive companies in the digital market space are trying to enhance customer experience by fulfilling their needs and preferences. One of the best ways to improve added value in consumer experience is by serving dynamic content.
The introduction of dynamic content on the site and personalization of content become one of the important Internet marketing trends. This is an effective way to attract the attention of readers by offering relevant and interesting information, which provokes response actions also.
By providing potential customers with precise information, companies are able to increase the conversion rate from engagement. In addition, this helps to build a strong connection between customers and brand, plus strengthen a brand’s position in the marketplace.
What is Dynamic Content?
Dynamic content is the type of content that varies according to demographic criteria, personal preferences of subscribers, past behavior, or firmographic data. To create dynamic content, you must have at your disposal an array of data about site users and their actions. The analysis of which allows you to provide relevant information. With the availability of this, the users much more quickly meet their needs and find what they want.
Many technologies related to dynamic content reduce the amount of unnecessary information and remove barriers, prompting users the next step in finding the right information or transferring them to the next stage of the consumer life cycle.
However, let’s have a look at the following effects of using dynamic content in your e-commerce conversion:
- Enable Customers to Make First Purchase
As customers go through your attractive banners as they would love to make more or the first purchase of products with your brand. Dynamic banners (articles, products, holiday discounts, etc.) are used to maintain a relationship with the reader and enable them to click on “go to site” or “checkout” button.
Therefore, it is necessary to approach your customers by posting the banners in different content or news feeds. If you sell a set of products, the recommended products and categories that pop up directly in the search field will significantly speed up the purchase process. The user will be able to go to the page of the desired product directly from the search panel and buy it.
- Lead Generation
The personalized contact forms like iframes, sidebar or pop-ups are a great way to generate leads. These are effective ways of collecting users’ contact information and approach them accordingly. This helps to analyze the reader’s behavior history and preferences and offers goods and services that correspond to its interests like “buy this product”, “similar products” blocks.
This makes the improvement in lead generation. But ensure that people who already gave their email addresses are not receiving the pop-up windows again and again. This makes them annoying. In addition, make sure your pop-ups communicate to the specific benefits, which has the ability to attract the attention of the audience and allow them to perform “sign-in” action.
- Increase Cart Value
Many large organizations pay attention to existing customers instead of attracting new visitors or chasing new leads. For this, you need to apply up-sell and cross-sell campaigns, plus dynamic CTA elements. In eCommerce, conversion metrics are directly dependent on search performance. Dynamic CTA elements are tied to data on the past actions of the visitor or client.
The up-sell leads to offering something a more expensive and extended version of the product, including warranty and premium options. Whereas cross-sell campaigns refer to increase the cart value by enabling the users to buy more products. The more extended version of the product you share with your customers, the more likely you will receive benefits and profit.
- Boost Conversion Rates
Dynamic content is able to make the user experience more relevant and intuitive. In addition, it is able to increase the reader’s response (make a donation and subscribe to the organization’s newsletter). This kind of content has the potential to increase the conversion as it is relevant for the users.
When content jumps from personalization level to a new level, your readers see unique blocks formed on the basis of their preferences like interests, actions, and habits. The user’s attention is attracted by the uniqueness of the content and its presentation.
- Strengthen Brand’s Position
Dynamic content allows you to immediately give the user the information and opportunities that are relevant to him at each stage of the user experience. It allows users to quickly meet their needs and find what they want. It enhances conversion, making the customer experience more relevant and intuitive.
Sharing precise information among your potential customers will drive conversion and strengthens a brand’s position in the competitive marketplace. In addition, it also improves customer loyalty towards your brand.
The spread of dynamic content and personalization technologies is one of the brightest trends in online marketing in recent years. In the near future, such strategies are likely to spread even wider and become even more perfect. Therefore, it is worth starting to invest in dynamic content technologies and create a comprehensive strategy in order to increase the profit of your company with their help.
Sawittri Puttanapun is working as a Marketing Manager at “Digital Muscle” a well-known SEO Company in Bangkok. She is passionate about writing for various prospects related to Website design and Digital Marketing.