Have you ever wondered how eCommerce juggernauts like Amazon and eBay show you product recommendations each time when you log in to the site?
Product recommendations are shown based on your previous purchases, search, preferences and interest.
For instance, if you searched for ‘Google Nexus’ on Amazon, on your next login you would be probably seeing call-to-actions to buy a Nexus phone or some related items that Amazon thinks you might be interested in.
Since they recommend products based on your previous interactions and behavior, it is one of the most user-friendly marketing methods out there.
It’s no surprise, comparing to untargeted promotional content, users are more likely to convert when they are shown relevant personalized content, which also known as ‘dynamic content’.
Creating dynamic content
Every user is unique when it comes to their user behavior and interest.
Needless to say, it is almost impossible to manually create personalized content for each individual, which addresses their demands based on their interests.
This is where dynamic content comes in.
Dynamic content (which is sometimes referred to as smart content or adaptive content) helps you create a personalized user experience by showing content based on their unique preferences and interest on various platforms including email, website, forms, landing pages and promotional copies so that users are more likely to be engaged.
For example, imagine that you’re asking a question to your end visitor as a part of your website survey.
Based on the response of your visitor, you can send a customized email to him addressing his needs. Best of all, since each user will be getting a personalized email instead of a generic email it will help improve the overall engagement rate of your emails.
Let’s take a look at a few tools that will help you create dynamic personalized content.
#1. Landing pages
According to an online personal experience study conducted by Janrain, it’s been reported that about 75% of online consumers get frustrated with websites when content appears that has nothing to do with their interests.
The study shows how important dynamic content can be for your business. As dynamic copy on your web pages can offer personalized user experience for consumers, it can even help to improve the conversion rate.
That said, you shouldn’t necessarily be an eCommerce juggernaut in order to display personalized content that is tailored to each user’s interest. Even if you’re a small business who runs a PPC ad, you can still leverage the potential of dynamic content to increase the conversion rate of your PPC campaigns.
For instance, once someone clicked on your online ad, you can direct them to relevant landing pages that are designed specifically for each ad campaign with a clear call to action, in order to improve the conversions.
Unless you’re a designer, creating landing pages that are tailored to the objectives of each campaign can be a daunting task.
If you’re on WordPress, there are a lot of different landing page tools available that helps you easily build landing pages without writing even a single code. Simply choose a tool and start creating landing pages for your campaigns with ease.
#2. Email automation
How would you categorize your customers and prospects according to their behavior and interests, and give your team the capability to add more personalized message to your campaign?
It is by segmenting your customers into distinct groups.
By segmenting your customers, you can craft future marketing and sales emails that are targeted specifically for each group based on website visits, form data, previous purchases, email response activities etc.
In fact, according to a Marketing Sherpa study, personalizing emails on the basis of segmentation can increase the email revenue by 50%.
There are a lot of email automation tools that allows you to send personalized emails to your leads and customers. As each tool can be unique when it comes to its overall features, all you need to do is to pick the right choice for your business.
Converting prospects with dynamic content – some examples
Dynamic content makes marketing efforts much easier and efficient that would otherwise have to be processed manually or even impossible.
Below are some examples of how various brands are using dynamic content to convert more prospects.
#1. Gig recommendations through emails
Fiverr.com is the largest marketplace for buying and selling small services. Every week Fiverr sends an email to its active users promoting a series of gigs listed on their marketplace that they believe the users might be interested in.
Since the gigs they promote through email are chosen based on the on-site behavior of each individual user, it provides a personalized user experience to the recipients.
#2. Product recommendation on web pages
Similar to email marketing, dynamic content is also useful for creating personalized web copy on landing pages or thank you pages. Product recommendations shown in B2C websites are one of the best examples.
Take a look at the screenshot below.
It is clearly written why these products are being shown – ‘Inspired by your purchases’. By this way, users can easily relate the displayed products with their previous purchases.
#3. Retargeting by leveraging dynamic ads
Retargeting is one of the best ways to retain and re-engage your prospects with your product. Using retargeting, you can show a specific ad to your prospects who have previously shown an interest in your products by visiting your website or using your mobile app.
Let’s look at the below example of a retargeting ad.
DeskTime retargets me on Facebook as I’ve previously interacted with their app but haven’t completed the registration. This ad is specifically asking me to complete the registration, which is a specific call to action, so I can easily recall that I’ve previously interacted with them.
Popular retargeting tools like Facebook Custom Audience and Google’s Remarketing Lists for Search Ads (RLSA) will allow you to retarget your prospect for 180 days once they’ve engaged with your product.
Dynamic content is one of the best ways to turn your visitors into customers. Ultimately, it can be used to nurture your prospects to engage with your brand for a long-term loyal relationship.
Here are some key points for creating and using dynamic content.
- Dynamic content is a more personalized way to create content based on a user’s interest and behavior.
- Well executed dynamic content can help you build a strong bond with your prospects by providing content that exactly addresses your users’ needs.
- Dynamic content is not just about creating emails. In fact, it can also be used on multiple channels including email marketing, social media marketing, and content marketing.
Over to you
Have you ever tried dynamic content in your marketing process? What are the other ways can you use dynamic content to convert more prospects into customers?
Look forward to seeing your thoughts and experiences in the comments section.
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