Dynamic Website Content and Targeting: Make Every User Feel Special
Your content is only as good as customers can relate to it. The way you can achieve this relatability is by knowing, in advance, what your website visitors want to see. And then giving it to them!
Sounds simple enough, but it is ridiculously difficult to achieve. This is why many online businesses, or businesses with an online presence, decide to outsource their targeting efforts altogether.
Building dynamic content on top of a static website is one way third-party companies help businesses improve their targeting efforts.
Keep reading our article, and you will find out how a fully automated dynamic website can help you show the right content to the right people, at the right time. All that, at a reasonable cost, and with no coding knowledge! Dig in.
How Dynamic Content Replaces a Perfect Real-Life Salesperson
Imagine, if you will, that you are visiting a shoe store. Once you step inside, you meet a man behind the counter, trying to strike up a conversation. They see you step inside, and make some reasonable assumptions based on the way you present yourself.
Everything from your age, gender, accent, and manners might inform their decision on what shoes they might offer you. And, if they’d seen you before, even if it was for only a second… they know exactly what you like. They are even able to scan the way your eyes rest on specific stilettos, or how you inspect a pair of tennis shoes for durability and elasticity.
With these superhuman, cyborg-like abilities, the ideal salesperson shows you which styles and models you picked out months ago. With all these abilities under their belt, it’s easy to understand why making a sale would be a breeze, and the store’s profits would go through the roof.
Dynamic content keeps note of user behavior such as clicking certain items on an eCommerce site, adding them to cart, or even the items they previously purchased. All this user data influences the way each website page looks to every individual website visitor!
What Kind of Dynamic Content Can I Expect to See on a Website?
Keep in mind that, ideally, a website visitor would be unable to recognize dynamic content as such. These marketing techniques should be latent, subtle, and just another kind of native advertising.
Some common dynamic content optimization examples include:
- Cart abandonment notifications.
- Special discounts and prices are based on the website visitor’s location.
- Product recommendations based on liked and clicked items.
- Campaigns promoting items the user was browsing previously.
All the dynamic website content examples listed above try to respond to a set of simple questions. The responses materialize as the specific content individual visitors can see on your website.
When marketers use content like the examples above, they gather valuable pieces of information, such as:
- Has this person already visited your website? How many times?
- Has your visitor seen certain website pages in this session?
- How much time did your visitor spend on which website pages?
- Where is your visitor located?
- Which items did your visitor click or add to their cart?
- What keyword brought your visitor here?
- What’s your visitor's age? How about their gender?
Special Treatment for Repeat Customers: Who Gets the Free Pizza?
One of the most adamant advantages of dynamic content is building lasting relationships with repeat customers. Your ability to reward trust, loyalty and even habit is what makes your brand jam itself into people’s memories.
If you are a pizza place offering online service and delivery, a simple dynamic content component can be programmed to award a loyal shopper with a free treat! In one of our dynamic marketing efforts, Zoom Engage has built a campaign that gives away a free pizza! ZE helped show this sign of appreciation to every customer who has purchased 9 food items from one of our client’s restaurants. This is only one example of a successful dynamic campaign that rewards positive user behavior. Everything from keeping track of an individual's online purchases to displaying an on-site popup with the reward is the result of ZE's cooperation with the client in question. The result is higher user acquisition, more conversions, and superb customer retention rates.