How Dynamic Content Helps Boost Website Conversions

If one of your business goals is to get more website conversions, then dynamic content should be on your radar.

Dynamic content is a proven strategy to boost conversions, and it does so by using personalization.

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Marketers agree the top benefit of personalization is increased conversion rates

Dynamic Content Personalization

(Source)

The reason: 80% of consumers are more likely to do business with a company that offers personalized experiences, which is precisely what dynamic content delivers. But what exactly is dynamic content?

Let’s take a look at the meaning behind it, and then explore different ways to use it to boost your 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:

Dynamic Content Backlinko

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:

Dynamic Content Free Meal

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:

Dynamic Content Skandium

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:

Dynamic Content - Product reconmmendations

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:

Dynamic Content - Digi

Dynamic Content - Digital

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.

Dynamic Content - Simplilearn

VRBO

Dynamic Content - 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
Test your knowledge of the dynamic content with these Content Marketing Practice Test Questions. Try it now!

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.

Want to learn more about how to be a successful marketing professional Simplilearn’s Digital Marketing Certified Associate Training is a comprehensive and flexible blended learning program to get you certified. Advanced Content Marketing Course helps you master various aspects of planning and executing content marketing strategies to create compelling content with greater efficiency and impact.

About the Author

Rob SandersRob Sanders

Rob Sanders is a digital marketing veteran with over 20 years of experience. During that time, Rob has helped a wide range of companies utilize new and emerging technologies to increase sales and profitability. As founder of RSO Consulting, Rob helps clients maximize their digital marketing efforts via SEO, SEM, SMO, and Web Analytics. He is responsible for many facets of the web analytics value chain, from identifying business goals and objectives to developing strategies and translating those into Key Performance Indicators (KPIs). Rob also teaches digital marketing and analytics classes throughout the U.S. and abroad. As a contributor for Simplilearn, Rob creates expert thought leadership content on a variety of digital marketing and analytics topics.

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