User experience is the basis for most activities on the Internet today — and brands are constantly looking for ways to improve it.
For this reason, dynamic content is a great option, because it guarantees customized experiences that audiences love.
This type of content — that is getting a lot of attention in the Digital Marketing community — is directly linked to capturing data regarding user navigation.
But we’re getting ahead of ourselves!
In this post, we will detail the subject by going through the following topics:
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What is Dynamic Content?
Dynamic content consists of a personalized web experience based on data.
This way, content on websites, e-mails, and other destinations change according to a user’s activities.
This format is becoming increasingly common and aims to provide a customized experience for the user.
The main proposal behind dynamic content is to give the ideal environment for people according to their behavior.
Therefore, every time someone visits a site, their activity in that environment is being monitored.
Interactions such as clicks, product page visits, likes, shares, and any other possible data points are tracked.
The understanding is that this behavior will indicate a specific preference for certain products and content.
Next time the user visits a dynamic page, data will fully customize the environment, according to the last interaction.
Likewise, the user will receive e-mails with personalized offers and with their name as the recipient.
All this is possible because dynamic content is a data-driven strategy.
In other words, the navigation data will be the base of the experience next time. Thus, the content will never be the same, constantly adapting to be as personalized as possible.
Most common dynamic content in websites
Dynamic content is not a new or rarely seen feature.
The truth is that this type of mechanism is widespread all over the web.
Many sites already have dynamic content, and the idea is to make themselves more attractive to those who access them.
E-commerce is an excellent example of the use of dynamic content. Have you noticed that many sites completely change every time you access them?
The changes are designed to give you more appropriate suggestions based on your latest activities.
This is why you start seeing recurring advertising for a product you have recently searched for or viewed on an e-commerce site.
Dynamic content is also quite common on YouTube, basing the suggestions on the homepage according to the last videos you watched.
This personalization will make the experience more interesting.
How Does Dynamic Content Work?
Dynamic content uses a database as the source that the site maintains.
There, the behavioral information of each user that visits and interacts with the pages is registered.
From this information base, it creates changing standards on the site.
For example, the suggested products, the person’s location, the user’s name, and other details are adjusted according to who is seeing the page.
Dynamic Content vs Static Content
You are probably wondering if every website that does not change itself according to previous navigation interactions is static, right?
Yes, it is exactly that.
With historical analysis, we can see that static content is much more common than dynamic content.
The reason for this is primarily the effort involved in each model. Maintaining a site that is able to adapt its information dynamically is much more difficult.
You have to set up the entire HTML structure of the page to change the data each time it is accessed.
Naturally, this requires more effort and a dedicated team of experts.
A static content site doesn’t need all this extra work. Therefore, even fewer costs are involved in managing the page.
That is why many companies choose the traditional content model.
The big issue is that, nowadays, user experience is one of the pillars of web content.
Google has been ranking those sites that present an excellent navigation experience more highly. In other words, dynamic content has a greater chance to stand out on the Internet.
We cannot fail to consider that dynamic content is also much more interesting for the user.
After all, a personalized experience involves, engages, and generates more return visits to a website.
Concerns about data capture
One of the points that deserve attention is data capture.
Responsibility for companies that retain information about users has grown in recent years.
Adopting dynamic content depends directly on the ability to manage how that third-party personal data is used.
In addition, there is also concern about the storage of this information. Any leaks could mean legal sanctions for companies.
Therefore, companies that cannot guarantee that they will keep the data properly protected cannot offer dynamic content.
Data use requires complex operation and security parameters. Not complying with these can get a company into trouble.
When either dynamic or static content is the best option
It is difficult to say which of the two models is more suitable for a company.
Naturally, we tend to think that dynamic content will always be the best option.
However, it might not be a good move if your company is small and doesn’t have the necessary infrastructure.
Recognizing the complexity of dynamic content is important to avoid mistakes.
With that being said, customized content is especially relevant for e-commerce. After all, offers tailored to your customer’s preferences can generate more engagement and conversions.
Now, if you have only a simple institutional site, dynamic content may not make sense. You could even use it, but for simpler issues, such as email contact personalization.
What are the Advantages of Dynamic Content?
Dynamic content has a greater capacity to capture the user’s attention. That is the main advantage, and from it, many others appear.
Below, we list the main factors and show how important they are for brands to achieve good results.
Engagement is the major goal of brands in their relationship with their customers today.
This can be achieved in many ways, and personalizing the experience is undoubtedly one of them.
A simple question: would you rather go to a site with static and general content or a page that adapts itself to shows elements and products you prefer?
Dynamic content presents to people what makes the most sense to them.
The browsing experience is an important ranking factor.
Therefore, the more qualified the offer to the user, the greater prominence a site achieves on the web.
To further enhance this relationship, there is no doubt that a personalized experience is fundamental. Offering this to the user reveals that your brand cares about the qualification of this access.
This makes a lot of difference in the current times when customers are more demanding.
The people who buy from your company do not only want low prices and quality products.
They also expect a positive relationship with your brand. Undoubtedly, a personalized and dynamic experience contributes to this.
Let’s again consider two situations.
In the first, a user visits an e-commerce site that has no dynamic content. That is, there is no personalization in the product offering.
The same consumer, on a different occasion, visits a site with dynamic content. Right on the homepage, this person finds suggestions of products they like and are looking for.
Analyzing the two scenarios, in which one do you think a brand will make the sale?
Naturally, in the second one, where dynamic content is used.
Conversions are linked to the qualification of the user experience.
The expected results happen naturally if this person comes across an environment fully optimized for these conversions to happen.
Shorter buyer journey
Converting is always good, but it can be even better if you can do it in a shorter time.
The quicker the buyer’s journey, the better the results will be.
From the first contact a consumer makes with your company to the moment they purchase, there are many steps.
However, you can reduce this time thanks to dynamic content.
When the content offer is personalized, the user will immediately come across what they show an interest in.
Many stages of discovery and interaction are dispensed with as these consumers quickly close a purchase.
Faster webpage loading
Did you know that dynamic content loads faster?
This is made possible by filling in the information from what the database points out as relevant.
In other words, if you have accessed that site before, next time your preferences will be loaded from that database. This makes the process much faster than usual.
And what is the advantage of this?
Simple: the loading time of web pages is one of the main factors in page ranking.
With Google placing more importance on user experience, loading has become an important requirement.
If the page loads quickly, the understanding is that that site offers the perfect consumer experience.
Longer time spent on page
The more time a consumer spends on your page, the better.
After all, if this happens, the chances of engagement, conversions, and even sales increase.
People don’t want to waste time on content that doesn’t interest them. A site that is not dynamic can be rejected in a few seconds.
These chances increase mainly due to dynamic content becoming a growing reality.
Besides engagement and conversion, more time spent on a page also translates into a better ranking.
One of the factors considered by Google’s algorithm when ranking sites is the length of time a user stays on a site.
If people stay for a long time, these algorithms understand that that environment is attractive.
How to Create Dynamic Content?
Brands can use dynamic content in many different ways. Check out some of the main ones below!
Make personalized offers
That is probably one of the most recurrent and important tips.
By collecting navigation data, it is easily possible to know what generates interest in people.
From there, you can adjust the experience to deliver personalized offers.
Doing this will result in more conversions and in less time. So always keep an offer that matches your customers’ latest experiences.
Optimize experience for web browser and access device
Dynamic content also needs to consider technical issues, such as the user’s point of access.
One of the most important things is the web browser used by each person accessing the site.
Pages optimized for different web browsers allow for easy navigation and high quality.
This is also essential for the loading speed of the pages and the positioning of all the elements and resources of the site.
Besides that, the access device is also an important point in this matter.
When a user visits content through a mobile device, the layout of the information changes considerably. Adapting to this also makes a lot of difference.
Use dynamic CTAs
Finally, dynamic CTAs are also relevant.
Each consumer will show different interests, and ideally, the content in question should adapt to these needs.
Dynamic CTAs generate higher chances of conversion.
The reason? They address a relevant question directly, directing the user to the right action.
This may seem like just a detail, but the truth is that it makes all the difference.
Wrap Up: Dynamic Content is More Than an Additional Feature
Today, brands need to see this adaptation as a necessity.
It will allow them to receive more engagement and a higher volume of conversions.
And it will make the user’s experience much more pleasant.
Did you know that, just like dynamic content, interactive content generates more engagement?
Learn about it in our free Interactive Content Guide!