Creating an online experience tailored as per the needs and preferences of customers is the ultimate goal of any marketer. In fact, recent trends in technology have made it possible for businesses to modify websites as per individual viewing experiences.
This strategy involves the use of dynamic content based on various sets of information about the user giving them just what they need to engage with your brand or take steps in the direction of leading to a conversion.
Dynamic content makes the user experience more engaging and intuitive, thereby resulting in increased conversions.
It eliminates all sorts of extra and irrelevant information that could otherwise cause a friction or frustration with the customers. These techniques offer a logical step to the customer taking them forward in the customer lifecycle.
Here are 5 ways you can use dynamic content to give your website visitors a smoother and user-friendly experience to boost conversions:
1. Personalized Recommendations
Recommender systems have gained immense popularity in the recent years. This technique collects consumer data and takes users through their journey by offering recommendations and relevant content at every stage of browsing.
In fact, product recommendations tremendously help in increasing online revenue. The focus lies in improving the experience of customers engaging with your brand instead of running after the prospective ones.
The algorithm of recommender systems captures, collects and analyzes consumer behaviour and other data to recommend the most suitable products for every individual. This process is known as ‘collaborative filtering’.
However, this does not mean that recommender systems are only suited to E-commerce companies. They are also beneficial for content portals, travel websites, and other platforms.
As a rule of thumb, if your business is involved in the marketing and sale of several different products, chances that the implementation of a recommender system will be beneficial are high.
2. Improve Site Search Experience
Search technologies have advanced in the last couple of years making it easy for users to find what they need. This means that the quality of search on your website can also influence conversion rates.
Dynamic content has the ability to optimize your site search. This includes simple strategies such as autofill and autocorrect.
Another way of utilizing dynamic content to improve site search experience is by providing search terms related to the products and categories near the search box.
This enhances the discovery process as users instantly jump to the product they are searching for, rather than going through the vast product range and listing pages on your website.
With popular recommendations, filter keywords and phrases, the scope of searches is narrowed making it easier for the visitor to make a choice.
Additionally, based on consumer behaviour, purchase histories, and other data, items can be sorted as per popularity benefitting both the business and the customer to view the best available products.
3. Tailored Call-to-Action
Call-to-Action buttons are a vital part of any business website. It is the element that connects the user and the business. However, its effectiveness is dependent on the copy that it uses.
Dynamic call-to-action buttons fasten the conversion process by giving users an incentive that is absolutely lucrative and relates to them instantly.
The copy of the button is customized according to the stage of the sales funnel that the customer is in. Giving a website visitor the right touchpoint at the right time helps to generate more leads and conversions.
For example, if you are reaching out to a new lead and expecting them to download the brochure, a ‘Download Now’ CTA is what you need.
Once the brochure has been downloaded, you wish to redirect them to a testimonial or a free trial offer and your button copy must reflect the same.
Tailoring the call-to-action button improves the product adoption process since the customer’s journey is already being tracked with the right actions being displayed in front of them.
Takeaway
Dynamic content may sometimes be confused with personalization. However, the former is infinitely more powerful. Content tailored as part of personalization is fixed while dynamic content is HTML content that alters itself on the basis of the user accessing it.