How Dynamic Content Helps Boost Website Conversions

What is Dynamic Content?

Dynamic content refers to website and email content that responds to users based on their behaviors, preferences, and interests. It considers various signals to personalize content, with the end goal of engaging the user and, ideally, convincing the user to convert.

Conversions are not limited to making a purchase, either. You can as successfully use dynamic content to increase conversions in a B2B context, like getting more free trial sign-ups, webinar attendees, or demo requests.

For example, Backlinko uses dynamic content to encourage SEOs new to the site to sign up for their newsletter:

Examples of Dynamic Content in Action

While dynamic content is a typical tactic in email marketing, in this blog post, we are going to focus on the numerous ways to incorporate dynamic content into your website. Remember, the key to using dynamic content to boost conversions is to use personalization. That means making the user experience more engaging, which means you need to tap into the data you already have about your website users.

While we won’t cover the data portion in this blog, we do want to highlight some great examples of dynamic content to get you thinking.

Prep Dish

Prep Dish wants to capture leads right away, so if you are new to the site, you will likely see a sign-up form like this one:

Skandium

This Scandinavian-based company knows it has customers from all over the world, and it uses geo-location to personalize the experience from the get-go:

EO Products

Product recommendations are one of the most famous examples of dynamic content, and EO Products uses it wisely. This makes the user experience more satisfying because it helps buyers discover products they may not have known about otherwise:

Accenture

To make the user experience more fluid and hassle-free, Accenture built dynamic content into its site search. The company is using not only autocomplete, but also listing popular search phrases related to “digital” and offering up suggested links, content, and a way to stay connected on the broader topic:

Simplilearn

The Simplilearn website uses dynamic content to show the user additional content they may like, based on their previous (and current) interactions with the site. In this example, a pop-up window displays for an online program related to the topic of the blog I’m reading, which is also a great way to move users through the marketing funnel.

VRBO

Incorporate Dynamic Content into Your Marketing Strategy

To put dynamic content to work for your website, it is essential that your marketing house is in order first. Your team needs a full understanding of the following:

•     Your buyer personas
•     Typical customer lifecycles
•     Business goals
•     User data

Once these are well-defined, you can create dynamic content that makes sense for your website and your audience. After all, not every user comes to your website for the same reasons. What you want is to tailor the experience to fit their individual needs and preferences–and dynamic content can help you do just that.

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