8 examples of dynamic content that improve the customer experience and boost conversions

A common objective for marketers is to increase conversions whilst ensuring the customer gets the best experience. As well as having an intelligent data led marketing communications strategy there are many other tools in the marketing armoury that can help deliver the customer a relevant and useful experience of your brand.  The use of dynamic content is one of them.

Dynamic content is web or email content that changes dependent on the behaviour, preferences or demographics of the customer. When the customer experience is relevant to the individual we start to see increases in conversion rates.

Countdown timers

Countdown timers are perfect for creating urgency around a specific date. This may be a countdown to an event, the start or end of a sale. Countdown timers can even be personalised to the individual and can be used on the website and or within a triggered emails.

Product recommendations

Product recommendations are not just a nice to have. They generate traffic, increase order value and boost sales.

• Timely recommendations – Product recommendations allow marketers to put the right products in front of the right people at the right time.
• Personalised shopping experiences – Every shopper can get a completely personal experience as soon as they land on your site
• Improved customer journeys – Leaving the customer journey to chance is not recommended. Showing consumers complementary or alternative items can encourage the consumer to explore further
• Increase basket value – Items that complete the look or products that complement the product in the basket.

The best thing about product recommendations is the more the consumer engages with product recommendations, the more you will learn about them.

Coupons or Vouchers

Everyone loves a bargain and consumers love offers, in fact discounts and offers are one of the biggest engaging reasons why consumers sign up to newsletters (DMA Consumer Email Tracker 2020). Although we do not recommend you discount continuously, a personalised offer for that particularly individual allows you to drive sales from previously lapsed customers or sell excess stock. Dynamic vouchers/coupons can show “expired” if it is now out of date.

Live social media feeds

For many brands, social communities play a huge part in the business strategy whether that is by creating tribes through social channels or inviting user generated content both of which make the consumer feel they are part of something bigger than just buying products from you. Tapping into live streams from your Instagram or pinterest can create an extra dimension on your website that complements the rest of the content that sits on pages.

Dynamic banners

It’s not just products that can be tailored to the consumer, you can personalise sections of your website that speak directly to the individual tailored to a range of factors including their lifecycle stage or what content they were browsing the last time they visited the site.

Web crops

For publishers or brands that want to ensure they are always showing the most up to date content in their emails, web crops are a perfect solution. They take away the need to create manual campaigns whilst consumers always see the latest news whenever and wherever they open the email.

Live pricing & availability

If you are a travel brand, airline or any business where pricing or availability fluctuates on a regular basis sending emails that show accurate information can be particularly tricky. By leveraging real time external data feeds you could dynamically serve the most recent pricing or stock levels.

Weather based content

The British weather changes often, having emails prepared for all eventualities is not realistic, but sending a bank holiday email with BBQ ideas when the weather turns wet and windy could be not only embarrassing but won’t convert! Displaying content on based on live weather information for the consumer’s geolocation can supercharge campaigns and set you email apart from the competition!