We believe personalization creates better shopping experiences.
Dynamic content is the primary way we achieve this for clients.
This guide breaks down what dynamic content is. We also give concrete examples and screenshots of how the best eCommerce stores are using dynamic content in their personalization strategies, and gives you ideas on how to implement in your own store.
What is Dynamic Content anyway? Simple Definition
Simply put, dynamic content is any component of a web-page or email that changes. Typically, these changes are based on user signals.
User signals can include:
To use dynamic content, you need a way to track and store these user signals, and intelligently trigger the display of relevant content. Some software, like Barilliance, does this for you automatically, and connects the data between your website and email.
Benefits of Dynamic Content
There are many benefits to adapting dynamic content on your site. Below is a short collection of the major advantages you will gain using dynamic content.
Dynamic Content Examples
We've collected powerful ways to use dynamic content. These tactics work. They make your offers more personal, and ultimately increase conversions for your eCommerce store.
1. Using Dynamic Content to Create Personalized Recommendations
We’ve written extensively on how product recommendations work.
The idea is simple. Treat customers as individuals. Present recommendations that they are most likely to purchase, instead of simply presenting static, pre-defined best guesses.
And it works.
Product recommendation stats are astounding when you dig into them. We found personalizing recommendations made them 2x as effective as non-personalized recommendations, and customers who click on recommendations have a 70% higher purchase rate.
Barilliance uses a combination of machine learning and content based filtering to identify which products to present.
“By combining both techniques, product recommendation engines are able to apply the "wisdom of the crowd" to prospects before they gather much data. As more information is learned about that particular user, recommendations become more and more personalized based on their session and use history.” - Barilliance
Product recommendations can be used in a wide variety of industries. News sites can show customers stories they are most likely to be interested in.
Likewise, travel sites can present packages and travel destinations they know vacationers are looking for.
Dynamic Product Recommendations: Don't use static product recommendations. Click Here to see how Barilliance personalizes recommendations on your home, category, and product pages.
2. Using Dynamic Content to Personalize Offers based on Geo-Targeting
One of my favorite uses of dynamic content is personalizing offers.
It allows us to pair the best offer to the right client. This sounds abstract until you consider some examples:
One common use case for dynamic targeting is geo-specific offers.
Many of our clients ship to various countries, and know that shipping is the primary reason for cart abandonment.
Using dynamic content, they are able to personalize offers based on where their prospect is shopping from.
Below, Skandium lets their US shoppers know that there are no import duties on orders under $800.
Below is a great example of using location to specify shipping orders.
3. Personalize Offers Based on Customer LifeCycle
You should treat new and returning customers differently.
There are a number of studies (including our own) that demonstrate returning customers are significantly more profitable.
We found retained visitors:
You can (and should) create more than two segments.
Using methods such as RFM analysis, you can reward your most loyal customers, maximize AOV with your most profitable customers, and use price incentives on new or fleeting customers.
Below is a great example of presenting an offer to first time visitors.
Dynamic Content vs Static Content
As you can see, dynamic content is a powerful personalization tool.
The power of dynamic content comes from its ability to change according to the user.
In contrast, static content does not change. When you use static content, the components of the webpage or email must be preset. This forces you to treat everyone the same, regardless of a prospects revealed preferences.
While some pages will benefit from static content (typically faster load times, etc.) home, category, and especially product pages benefit from personalization.
Once you decide that dynamic content and web personalization can benefit your site, you need to select a technology partner to make it happen.
We've put together a great guide on how to select a personalization vendor.
Additionally, if you would like to see how Barilliance helps hundreds of eCommerce stores personalize their interactions with customers, you can request a demo here.