What is...

Dynamic content

Definition

Dynamic content (aka adaptive content) refers to web content that changes based on the behavior, preferences, and interests of the user. It refers to websites as well as e-mail content and is generated at the moment a user requests a page. Dynamic content is personalized and adapts based on the data you have about the user and on the access time, its goal being to deliver an engaging and satisfying online experience for the visitor.

Generally powered by applications and scripts, dynamic content works in tandem with static content. A classical example is the HTML content of a landing page or of an e-mail that changes to display information that is relevant for the viewer based on location or previous interactions with the website. An e-mail where the user’s name is retrieved from the database and inserted automatically via HTML text is another example of dynamic content.

Examples

There are countless examples of websites that use dynamic content in order to personalize their user experience. For example, Booking.com implements this solution when displaying the number of visitors that look at the same listing at the same time, in order to increase the urgency. Here are some other similar examples: 

Some common parts of the text that can be transformed into dynamic content are the user’s location, weather & temperature, system details (browser, device type), etc. These are all pieces of information that can immediately be used even during first-time visits on the website. However, if the user has already been on the website and maybe has already created an account, other more specific data can be used to personalize the content such as name, gender, products that they visited, actions they previously made, etc. 

Dynamic content vs static content

Static content has been the norm ever since the early stages of the internet. This is because it’s much easier to implement than the dynamic text alternative. However, the downside is that static content is not personalized and thus it reduces the performance of the website. Although a bit more difficult to set up, dynamic content has some clear benefits: 

  • it makes for a more user-friendly experience
  • it helps increase vital KPIs such as conversions, bounce rate, return visits, etc. 
  • it’s seamless and does not mess up the page layout
  • once live and active, you don’t need to tend to it anymore

How to implement dynamic content

There are many solutions for the implementation of dynamic content. It can either be done in a completely custom way, but you need to have both development and time resources, which most companies don’t have. Or you can use a 3rd party software in order to quickly set up some dynamic text instances on your website. One such software is Omniconvert.com

In order to create dynamic text with Omniconvert, you first need to signup for an account. Once logged in the dashboard, simply create an A/B testing experiment and in the WYSIWYG editor create the desired dynamic content by choosing what you want to personalize such as in the screenshot below: 

dynamic content Omniconvert

Besides implementing dynamic content directly on the page, Omniconvert also offers the option to implement it on website overlays or on surveys, such as in the examples below

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