In the modern e-commerce, with the growth of the customer base, through the use of appropriate techniques and marketing tools, increasing attention is focused not only on a lead generation – acquisition of leads, but lead nurturing. That is nurturing already acquired leads/customers and providing them with relevant marketing content at the right time and place, to convince them to our brand and the product. Such a need has developed a solution, which is the ability to use personalized and dynamic content campaigns and communication with customers.
Starting from changes in the way texts are presented through animation graphics, up to transformations in the field of interaction and online communication – static elements of websites have begun to give way to their dynamic counterparts. The new solution not only change the habits of Internet users, including customers of e-shops, but also affect their growing expectations. Today’s customers increasingly pay attention to match the offer to their personal preferences. Adapted to the expectations, messages accurately hit the customers needs, and combined with the mechanism of automation greatly enhance marketing effectiveness. In this text, you will learn why you should deploy dynamic content to your marketing strategy.
At the beginning it is worth explaining what dynamic content is. Without going into details, these are graphics and texts, which dynamically can be placed on websites, in e-mails, displayed on the shop screens or notifications (eg. pop – ups, or messages). This dynamic content is usually tailored to their particular customer or group of customers. It is interesting to refer to the examples, which better illustrate the work of this mechanism.
In the case of companies whose activity is focused on the individual customer (B2C), you can show at the offers products based on their purchase history, or suggest favorite products of customers with similar profiles (in the same segment; more on this later). In turn, if the company for which the partner is not the individual customer but the company or institution (B2B), you can segment them based on industry they work in and, for example, show that visitors of the website, only those case studies that match their industry. Another example is the adaptation of training offer to the interests of users of the website. You should not display your customers unmatched offers, because you may cause discontent and as a result, the lack of effects of such activities.
Who uses dynamic content pages?
It is difficult to answer such a question, because to say that everyone is too vague, but at the same time it is close to the truth. It is worth to know that dynamic content is present on the websites of the biggest giants of e-commerce. Do you use Amazon? You’ve recently searched a biography of Steve Jobs? Probably in the course of subsequent purchases on the American giant, you will notice the proposals products related with the brand Apple. Similar mechanisms work on the Polish Allegro. The history of the auction you viewed, affects those currently ongoing. Personalization trend is so strong that is also taken by company focused on the entertainment. The mainstream music services –with Spotify in the lead – analyze the tastes of users, and then create on its basis individual playlist. Likewise Netflix is running – a giant of video streaming collects data on the viewing experience in order to suggest its users to other proposals of their favorite film genres.
Citing examples of such giants may seem disproportionate. Huge financial and human resources, unimaginable range of data processed and millions of customers. Perhaps you think that the implementation of dynamic content on the realities of small and medium-sized enterprises is an extremely difficult operation. Nothing could be further from the truth. Today there are solutions on the market, which greatly simplify and automate the entire process. One such solution is the platform Synerise with the module of marketing automation. By automating and accumulated knowledge about the customer, it is possible among other things, display users at the online store personalized and dynamic pop-up notifications – all using intuitive tools. The basis here, is the behavior of the website. After several entrances without a decision of purchasing it receives notification with the discount code, which significantly increases the likelihood of purchase.
Synerise and dynamic content
The foundation for creating dynamic content is customer segmentation. It is a process of grouping units into sets based on certain conditions. For example, a segment may be a set of customers with a specific name or behaving in a certain way (eg. 5 customers visits the e-shop website and make a purchase). More about segment you will learn from our article. In Synerise we create segments in a real time. After fulfilling a specific condition the customer “enter into the segment” or it “falls out”.
In Synerise combination of segmentation and dynamic content can bring interesting effects. Here are a few examples:
- The dynamic pop-up with an incentive to subscribe for the newsletter: each new (anonymous) website visitor receives an invitation to subscribe for a newsletter in the form of pop-up window. Our dynamic content creator also allows the display of these elements only at specified locations website (eg. a particular product category website, a website promotions, etc.). It is also possible to disable this message for customers who have already subscribed to the newsletter. Of course, it would be wrong to show them such messages. What’s more, you can also set the time interval after which the pop-up will appear on the website, for example, 30 seconds after it opening by the customer.
- Dynamic pop-up with the discount code: another example of the use of dynamic notifications is to display a selected customers discount codes. Such implementation may, for example, rely on creating a segment of customers who visited five times the website of a product or product category but none was added to a cart. When such a situation happen, it will result in display the pop-up with the discount code to purchase products in this category. As a result, customer’s motivation and thus the chance to purchase and conversion increases.
- Dynamic website fragments: depending on the needs and structure of the page, you can implement a number of interesting solutions here. For example, to create a segment of customers who bought the product in a category, and then view the dynamic banner with additional accessories (eg. home theater sets for customers who bought a TV). Another possibility is to display a list of products that have gained popularity among customers with similar interests
- Dynamic elements in mailing: implemented in Synerise powerful creator of e-mail templates, allows you to embed in messages special fields, such as the name or the surname of the customer, so that each mail gets personalized character. Additionally, you can prepare automatically sent (with the use of automation Synerise rules) e-mails to those customers who chose not to buy the products placed in the shopping basket. In this case, the customer (after the selected time) receives an e-mail containing the dynamic content in the form of a list of abandoned products. Moreover, such message contains a direct and personalized turn to the customer, as well as incentives to return to the shopping cart, for example, discount or free shipping proposal. Another e-mail idea with dynamic content is the message, with a list of recently viewed products or the products of the newly choosen category. Of course, such a message in addition to the product list, is enriched with a motivating to buy factor, or the aforementioned discount, free delivery or the other.
Benefits of dynamic content use
Finally, we should ask about the benefits of the implementation of dynamic content on the website. The most important advantage is the reduced distance communication between the customers and the brand or company. Personalized messages and offers displayed to a particular website visitor that respond to his needs, give the impression of “tailored the customer”. In fact, it is. Studies show that pages with personalized product recommendations are doing much better, and the conversion rate of customers who clicked on the recommended product is 5.5 times higher than in the case of customers who do not have the opportunity to choose such a product. In turn, the case study conducted by MarketingSherpa, provides us with the data on the positive impact of dynamic content on KPI’s. It turns out that at the analyzed website was observed 13% increase in the number of monthly users, 25% improvement in page bounce, 45% increase in the number of page visits, and 70% increase in the average time presence on the site. You can see the potential of dynamic content in the realization of marketing objectives and business. It is worth to use it, and select the right tools, without which it is impossible. From our site, we strongly recommend Synerise platform.