Dynamic Content: What Is It? Examples and Advice on How to Use It Most Efficiently
Updated: Dec 9, 2022
The amount of customer data you gather when conducting business online is one advantage. You can use that information to add dynamic content to your website and provide enhanced, tailored experiences for your visitors with the proper strategies and tools in place.
Determine what function dynamic content should serve in your website, whether you're building one from scratch or attempting to breathe an old one a fresh start. In this article, we'll discuss what dynamic content is, some advantages it has, and recommended practices for using it.
Dynamic content: What is it?
Dynamic content is any digital communications, media, or other information that changes depending on who is seeing it. Dynamic content, also known as adaptable content, adapts to the user's demographics, behavioural information, preferences, and past interactions with the brand.
A Yieldify survey states that 74% of firms use dynamic content to customise their website, customer support contact, and digital marketing.
Static versus dynamic content
Many companies use static and dynamic information when designing their websites. Content that appears the same to all site visitors is referred to as static content. To preserve brand consistency, elements such as logos should appear the same to every viewer. On the other hand, adding dynamic content to websites with scripts or programmes that choose what information to show based on user data may be advantageous for your company.
Choosing between static versus dynamic content
One of the first things to realise when debating whether to build a dynamic or static website is that every website will include a good proportion of static material. Static material may be preferable if you're worried about how much a website will cost, as dynamic content can be more expensive and labour-intensive.
When choosing whether or not to include dynamic content on your website, you should also consider the performance of the website. Dynamic content, which necessitates additional HTTP requests, can impede page load times much like poorly optimised pictures and large files can.
Tip: Performance worries are less likely to arise when using Wix to build a dynamic website. A dynamic website may be as quick and user-friendly as a static one thanks to the platform's extensive set of performance optimization technologies, which include automatic image optimization, a Content Delivery Network, and defence against DDOS attacks.
What processes underlie dynamic content?
Although dynamic web pages can source a wide variety of data, Yieldify's analysis reveals that brands most typically use four data sources.
76% of companies employ real-time behavioural data, such as when a visitor has just completed reading a blog post or is ready to exit their shopping basket.
63% of users make use of user profile information from sources like eCommerce consumers, blog readers, and email subscribers.
62% of websites employ cookie-based historical information on visitors' devices, session activity, and website browsing habits.
62% use information gathered from other sources like social media, email, Google, and online advertisements.
Once you've decided which user information would be most useful, you may design your website such that it loads the appropriate dynamic content. Any dynamic page you add to Wix immediately establishes a connection to a collection in your Content Manager. By entering the data from your collection, you can fill in as many pages as you like.
Advantages of using dynamic content in digital marketing
Dynamic content has a significant influence on a brand's interaction with its audience, according to a Researchscape analysis. In fact, according to 92% of marketers, customers increasingly demand personalised offers and content. You may experience a variety of long-term advantages if your website and other marketing channels can deliver the right dynamic content at the appropriate moment.
Beyond improving consumer interactions, dynamic content offers a number of advantages, including:
Increasing order sizes
Increased client loyalty
Increased returns on website
Different types of dynamic content
Wayfair is a perfect example of a company using dynamic material on its home page to boost click-through rates and accelerate sales, but dynamic content can be used pretty much anywhere on a website.
Brands frequently develop and design their free landing page to appeal to a specific target, usually individuals that are about to convert.
To better match the user's goal and prior brand knowledge, the dynamic landing page uses varied messaging, designs, and content.
An informative film about heatmaps is featured on the home page for users who arrive there from organic search results. The image and button that read "Try it free" are visible to visitors who arrive at the page via the Google advertisement.
Information about product images, specifications, and FAQs shouldn't be different because it's essential for all visitors to have while making a selection. Having said that, dynamic content can be advantageous for smaller spaces on product pages.
Giving users the option to enable location detection paves the way for an immediate benefit. The website will ask a customer how they wish to receive their order when they choose a product and click "Add to Basket." The user has three delivery options: shipping, same-day delivery, and store pickup within a certain radius of their zip code.
Posts on blogs and articles
You can display dynamic material on the website even though you shouldn't tamper with the articles' and blog posts' content integrity. The call-to-action block is one location where you can accomplish this.
Dynamic sidebars and banners that include internal ads for your own business or those from an affiliate ad partner can be useful for your site as well. Your choice of dynamic ad material will depend on how you monetise your website. Internal advertisements, for instance, will alter based on the user's trip or the material they are seeing.
Remarketing or advertisements for goods or companies that the visitors interact with on another website or app normally make up dynamic external content.
Despite the fact that Google penalised websites with "intrusive interstitials and dialogues," you may still utilise pop-ups to enhance the user experience without risking a penalty.
Although you might be hesitant to change your website header, dynamic material can actually enhance its value to users.
A website and email marketing work together to connect leads and consumers there and encourage them to return. Dynamic content must also be discussed in the context of email. It may be as easy as sending a mass email with a customised subject line.
Furthermore, you can distribute newsletters with suggestions for content based on:
Click patterns of the user in earlier emails
Interests and on-site behaviour of the user
Preferences the user has set for email
To achieve this, programme your email to incorporate pertinent blog metadata based on each user's activity, such as a featured image, title, and description. The likelihood that they will interact with it is increased when they receive a newsletter with posts that are specifically customised to their interests.
Tips for using dynamic content in your marketing plan
When using dynamic data on your website and in your marketing initiatives, keep the following in mind:
1. Get to know your audience first
Your target users' thought processes and behavioural patterns should be understood before you create a website. This knowledge will also assist you in producing dynamic content that works.
2. Employ tools to include dynamic information on your website.
Look for marketing solutions that make the process of creating dynamic content easier by integrating apps and ready-made widgets. Many Wix apps, for instance, can connect to and use information from your content management. Poptin can be used to create pop-ups that are triggered by data.
3. Utilise dynamic content wisely
Many consumers today are willing to provide data if it enhances their experience since they want and expects individualised experiences and content. To comply with GDPR, you should have already made clear how you will use and process your data when you signed up, but it could be useful to employ dynamic content only when it improves the user experience and fosters trust.