Dynamic content – the key to company development in the 21st century
There will be no exaggeration in stating that dynamic content is a groundbreaking step in content development. Research indicates that it generates twice as many conversions and extends the time spent on the website by half. Sounds good? Discover the potential of dynamic content – a technology that will stay with us for longer.
What is dynamic content?
Dynamic content is information that changes depending on various factors, such as audience preferences or website content.
Unlike static content, which is the same for everyone, dynamic content displays information customized according to specific rules.
Dynamic content is commonly associated with complex algorithms used by large companies such as Amazon or Netflix, which create personalized recommendations for their users based on this. However, this is not entirely true – dynamic content is becoming the standard in many areas of digital business.
How to implement dynamic content?
There are many potential uses for dynamic content. The most popular ones are presented in the graphic below:
These are suggestions that many companies can use at a low cost. Let’s briefly discuss each of them.
Remarketing
Displaying targeted ads to people who have visited specific pages reduces costs and improves conversion.
Example: The user was looking at lawnmowers in a store, so they receive lawnmower advertisements on Facebook that they might be interested in.
How to do it: Install a pixel on your website. On Facebook Ads Manager, create a new pixel that receives a signal when a user visits a specific URL (e.g. yourstore.com/lawnmowers). The pixel adds users to a specific group (e.g. Interested in lawnmowers) to whom you can display targeted ads.
Content updates
Dynamic content on a website that changes with the modification of the database is a great way to present current and attractive information.
Example: The “English writers” page displays top profiles of individuals who write in English. The list changes daily depending on various factors (e.g., the number of created content), allowing customers to see only the best experts proficient in the English language.
How to do it: If you are collecting data in a MySQL database, write an SQL query that sorts the results based on specific parameters. Then, set up a Cron script to regularly retrieve the data and transfer it to the content page.
Language and currency of the store
The use of location variables significantly increases audience engagement. Simply put, 90% of people prefer using websites in their native language. Similarly, displaying prices in the local currency can increase conversions by up to 40%.
Example: Based on GEO IP, global companies such as Zalando, Amazon, or IKEA automatically adjust the currency and language, allowing them to display a store version that is compatible with the user’s region.
How to do it: If you are not using ready-made solutions like Shopify, you can set up GEO IP on your own by integrating the API with an external database, such as GeoLite2. Connect it to the backend of the platform to determine which information to display based on the country.
See also
Email marketing
Personalization is important in communication as well. Emails that utilize dynamic content increase conversions by 10% and have a click-through rate (CTR) that is 14% higher.
Example: Based on the URL addresses that the user visited, stores send discounts for similar products using cross-selling. In a similar way, they send an email requesting the completion of the order, displaying products from the abandoned cart.
How to do it: Mailing platforms (MailerLite, MailChimp) provide the possibility to set up algorithms, in which you define variables (e.g. a list of products) and a signal to send a message (e.g. a reminder is sent if payment is not made within 48 hours after adding products to the cart).
Product recommendations
This is a special must-have in the e-commerce industry: dynamic recommendations increase the average value of the shopping cart by 15%.
Example: IKEA utilizes complementary products in cross-selling to maximize sales, for example, when purchasing a table, it displays matching tablecloths and dining room decorations.
How to do it: Nowadays, there are many ready-made algorithms that can be linked to your store, for example, Recombee. In the case of ready-made platforms, you can manually fill in the “Recommended products” or “Customers who bought this product also bought…” section for each product separately.
Order forms
Dynamic forms, which change their questions depending on previously given answers, have a 20% lower rejection rate. They generate higher quality data and increase user engagement – and importantly, they are fantastically easy to implement.
Example: A Content Writer uses dynamic contact forms to ask more specific, detailed questions about the service chosen by the client. Thanks to this, the brief is more complete, speeding up the project implementation.
How to do it: Modern form creation programs (e.g. Typeform) allow for defining logic, which means determining the consequences that a given response triggers.
Summary
- Dynamic content is content that adjusts according to pre-established rules.
- Dynamic content can include recommendations, forms, or advertisements.
- Personalization significantly increases audience engagement and improves conversions.
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