Today, online marketing is all about delivering relevant content that serves each user in a personal way. This is where the term ‘adaptive content’ steps in. It refers to the content feature that offers users a more personalized interface during their visits. What’s different in adaptive content, compared with the classic static content, is the fact that parts of the website can changes according to the user behavior, so two different people might see completely different versions of the same page at the same time.
How does adaptive content work?
Adaptive content relies on collecting various data points about each visiting user, interpreting the collected data and replacing parts of the content with user-centric data. The most common types of adaptive content are text (aka dynamic text replacement) and images. Here are some of the most common data points that are being collected by adaptive content software:
IP address: it’s mainly used to pinpoint the user’s location (city, area, country) and to get other information from the location such as weather conditions.
Cookies: there are all sorts of information stored in cookies such as login status, name, gender, previous website activity, etc. If any of this information is available to an adaptive content tool, then it can be used in order to personalize the website for each user.
User behavior: another common way to create adaptive content for a user is to follow their behavior. You can tailor the next experience for a user based on their surfing patterns: time spent on a certain page, the number of pages visited in a session, etc.
Adaptive content examples
Adaptive content can be implemented in popup banners such as the one below. Variable such as {Region} and {Temperatuere} will automatically be replaced with relevant ones from the user’s location. In this example, the banner would only be triggered if the temperature at the user’s location is above 5 degrees Celsius which is optimal for planting during the cold season.
Another very frequent use of adaptive content is dynamic text replacement. In the example below, that is taken from Omniconvert’s A/B testing features page, the city name is automatically replaced with the one that the user is currently in.
How to easily create adaptive content with Omniconvert
You can create adaptive content yourself within a few minutes with the help of Omniconvert. Just create an account, create a new personalization experiment, add a new variation and simply add one or more of the available variables, choose the segment of traffic that you want to apply the experiment to and set it live.
You can also use dynamic text replacements when creating popup banners with Omniconvert, as you can see in the example used above.
Furthermore, you have the option of creating dynamically changing images or any other HTML elements of your website by creating A/B test experiments. You don’t need to actually split the traffic 50/50 between the control and variation if you don’t actually want to create an A/B test. Instead, you can send all the traffic to the variation that includes dynamic content. The content replacement is done with the help of Omniconvert’s advanced segmentation engine that allows you to mix and match between 40+ different segmentation criteria.
