Feb 14, 2017
Relevancy and personalization are influential and often-implemented concepts within marketing, with targeted, personalized messages being proven to increase customer engagement to at least 74%. Tailored content can improve lead generation and nurturing as it has taken into account the specific needs and interests of a brand’s target audience and provides the greatest level of value.
Personalization can humanize a brand, allowing it to treat its target audience with a more authentic, personal touch. Yet there is a world of content customization that goes far beyond personalizing the subject line of an email or adapting your blog topics that can even further improve your customer’s experience.
Dynamic content is similar to personalization, but infinitely more powerful – while personalization allows you to make tailored changes that are fixed (such as the aforementioned personalized subject line), dynamic content is HTML content that changes based on the user that is viewing it, and the data you have gathered on that particular user.
At one time, you can show a particular piece of content to one user while simultaneously displaying a different piece of content to another. This level of efficiency can guarantee increased conversions, if you know how to make the most of dynamic content.
You can very easily increase your online revenue through relevant product recommendations. In fact, according to BigCommerce, you can increase your store revenue by 300%, and conversions by 150% - all you need to do is focus on enhancing the experience of customers that have already interacted with your brand, rather than chasing potential new ones.
You can encourage increased AOVs and repeat purchases, by using data such as purchase history, a customer’s shopping cart and browsing history, and demographic information such as their location. This will let you create strategic, personalized product recommendations.
A popular way of achieving this is through the use of recommendation engines, otherwise known as recommender systems. Their algorithms capture, collect and analyze customer data and behaviour in order to generate the most relevant product recommendations for each individual, a process known as “collaborative filtering”. An example of this process in action can be seen in Netflix, which recommends other TV shows and films you might enjoy based on your streaming history and ratings that you’ve made.
Recent research on personalized product recommendations shows that the conversion rate of users who clicked on product recommendations was 5.5 times higher than the conversion rate of non-clicking site visitors.
While recommender systems work particularly well for ecommerce, if your brand features a large amount of products or services on its website, you can implement one to generate recommendations with great effect. From Barilliance, to IBM product Recommendations, to Adobe Target, to RichRelevance, research the options available to you to find out which will best suit your brand’s needs. When you’re at the implementation stage, remember the limit the number of product recommendations your website displays, to maintain a clean, streamlined user experience. Confine recommendations to product pages only, and ensure that they are complementary to the product in which your site user is already expressing an interest.
You can combine dynamic content with email marketing to create a foolproof marketing approach that will increase conversions. Dynamic content can be used in newsletters, product promotions, and shopping cart abandonment emails, to name a few.
For example, you could use your Email Service Provider’s geolocation feature to segment your subscriber list and target your audience with content that dynamically changes based on their country. Campaign Monitor did this by displaying different images to newsletter subscribers in different countries. By creating imagery that specifically appealed to each recipient, they enjoyed a 13% increase in conversions.
Cart abandonment emails have been known to achieve a 29% success rate for recovering lost conversions, and are a popular method for showcasing the power of dynamic content. You can simply personalize the subject line or pre-header text by using the recipient’s name, but within the email itself, use dynamic content to remind customers of the specific products they’ve left behind. You can alert them to the fact there’s limited stock left to create a sense of urgency, or incentivize them to purchase with a percentage discount or offer of free shipping based on the value of the products.
This example from online retailer Fab.com includes an image of the specific product left behind and a button CTA that provides the recipient with a direct path to purchase, as well as some relevant product recommendations to maximize the chances of purchase.
You can also populate emails with personalized content including product reviews or testimonials. Again, this content can be determined by the pages your site users have visited or demographic data that might lead you to believe a specific product or testimonial might resonate best with them. According to 95% of marketers, email is ‘important or ‘very important’ to their role, though only 9% say that all their emails are relevant to their customers. By incorporating dynamic content, you can deliver an email marketing strategy that is closely aligned to your recipient’s activity on your website and most likely to secure a purchase.
Our most recent blog article looked at the importance of clear, explicit Calls-To-Actions and the steps you can take to maximize their impact, including using button CTAS. These buttons have the potential to facilitate seamless website conversions, but their effectiveness is directly linked to creating the perfect copy. Historically, marketers have been encouraged to split test button copy in an attempt to find the phrase that performs best, but dynamic content offers a convenient workaround.
Dynamic button CTAs can expedite the conversion process by confronting customers with the most incentivizing sentiment that relates directly to them. Button copy can be strategically tailored based on a customer’s stage in the sales funnel, enhancing their experience by providing them with the most appropriate customer touchpoint at the most appropriate time. For example, if you want to inform a new lead, you might encourage them to download a brochure with a prominent “download now” CTA. If they’ve already downloaded the brochure, you might want to direct them to view a testimonial or avail of a free trial. Certain CRMs including Hubspot and SharpSpring incorporate this valuable dynamic functionality.
Grammarly’s button CTA on the homepage changes based on which browser a site visitor is using. This personalization makes adopting the product all the easier – all you have to do is press to add it to your browser!
CTAs needn’t solely come in the form of buttons either – popups displaying dynamic content can be equally effective. You can use geolocation data to engage visitors from different countries when they hit your site. This could be a location-specific offer, or even a simple acknowledgement of where your customer is coming from (you could follow up by converting your website’s prices to their local currency). If a site user has browsed a couple of blog articles on a particular topic, you could display a popup asking them to download a piece of content of a similar theme. Or, if a user is trying to exit from a particular product page, you could try and convince them to stay with a popup that offered a percentage discount or showed them similar products they might be better interested in.
To find out about more ways in which you can maximize the ROI of your organization’s content, you can access a helpful blog article here.