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.
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.
• Temperature/ weather conditions
• Number of visitors on page
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:
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
Dynamic content FAQs
Dynamic content refers to any type of digital content that is customized or personalized based on user behavior, preferences, or other factors. Examples of dynamic content include personalized product recommendations on an e-commerce site, dynamic pricing that changes based on supply and demand, real-time updates on stock prices or sports scores, live chat features that provide instant customer support, interactive quizzes and surveys that adapt to user responses, and personalized email campaigns that change based on a recipient’s interests or past behavior.
To create dynamic content, you first need to identify the data points or user behaviors that will trigger the dynamic elements. This can include user demographics, past behaviors, location, time of day, and more. Once you have identified the relevant data points, you can use a variety of tools and techniques to create dynamic content, including content management systems (CMS) with personalization features, marketing automation platforms, dynamic ad targeting, and A/B testing.
Dynamic content is good because it creates a more personalized and engaging user experience, which can lead to increased engagement, conversions, and customer loyalty. By tailoring content and messaging to the specific needs and interests of individual users, you can provide a more relevant and valuable experience that resonates with them on a deeper level. Dynamic content can also help you improve your marketing and sales performance by enabling you to target specific segments of your audience with messaging and offers that are most likely to resonate with them.