Dynamic content on the websites

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By Angelika Żyżniewska

If your website does not always correspond with business assumptions, it’s time to reach for dynamic content and to meet the needs of individual users!

You would think that the content on your website was created with customers in mind. After all, the designer created an intuitive and industry-adjusted project and the copywriter delivered the texts in accordance with the brand’s designated personas (find out What is a persona), right? However, we should take into consideration that personas represent only groups of similar, look-alike customers, and your website hosts random users as well. Will one message impact everyone equally? Of course not.


What is dynamic content?

Dynamic content on the website automatically adapts to the user depending on individual parameters (e.g. location, device, source of visit). The ‘content’ is understood here as texts and graphics, CTA buttons or forms placed on the website. Therefore, these are all the elements that can be edited and which can support conversion.

In practice it means that a user who meets a given condition, e.g. living in X city, is being displayed a different version of the site than the one living in location Y – he simply sees something else coming from a link X than from a link Y. Do you already recognize the possibilities of using the dynamic content in your business? There are plenty of them! It gives the website owner a wide field for action to match messages with the needs of a specific client. The personalization is based not only on the data coming from the browser. Thanks to the integration with CRM, the tools dedicated to this process allow you to adjust the content to the users’ behavior, their status on the shopping path or other individual preferences. And that means pure profit!


Why is it worth using dynamic content on the website?

The greatest benefit of implementing dynamic content is responding to the customers’ needs. Contrary to the static content, you don’t lump visitors together in one large group of users with different motivations and you don’t try to act on them with the same message. Each time you match it to an individual user and present something created just for them. Each new session becomes a dialogue with a salesperson who is aware of his client’s expectations and who knows how to fulfill them.

Such personalization generates a better user experience. The content is closer to the customer, better directs his attention and – most importantly from the business point of view – meets his purchasing expectations. This leads us to another benefit, e.g. increasing the effectiveness of the website – the number of finalized purchases, submitted forms or file downloads. Interestingly, the statistics show that the personalization of the CTA buttons can increase the conversion by 220% (!) (Hubspot). And that’s not all – the dynamic content allows you to move on to bigger things.


The dynamic content on brands’ websites – examples

If you don’t have an idea for implementing dynamic content on your website just yet, take a look on how popular companies do it


Sephora – condition: first visit to the site

The user who visits the perfumery website for the first time, gets a discount to start a friendly relationship with Sephora.

Think about what you can offer to the new customers – a discount, newsletter, the latest downloadable report or maybe some help from a chat assistant? Think of something that will encourage them to buy the product or contact you in the case of B2B services.


Glossier – condition: the location

When visiting the website, the cosmetic brand recognizes the users’ location. If they come from a country to which Glossier doesn’t ship yet, the page displays an appropriate message and offers to subscribe to the newsletter so they are first to know about the new products and the changes in the shipping rules.


Think about how you can use your client’s location for dynamic content. Are you in the B2B industry? It would be a good idea to provide contact to the local brand representatives. Are you looking for employees for branches in a given city? Do not distract them and display only those offers that correspond to their location.


eObuwie – condition: previous activities

The eobuwie platform, based on data of users’ past activity on the website, displays product recommendations that may suit their taste and which they have previously displayed.

Product recommendations based on the pages previously visited by the users are a great way to increase conversions. If you do not run an online store, your recommendations may as well be case studies, displayed to the users who previously visited the “offer” page.


AboutYou – Condition: currently logged user

Users logged to the AboutYou platform see the personalized logo of the brand – and suddenly everything becomes closer, wanted and more necessary. 😉

However, when the website owner administers the data left by the user when setting up the account, the effect does not seem as spectacular as in the case of non-logged users (it is still a nice diversion though). Remember that the obtained information should also be used while personalizing the content itself. With data at hand, the field for action becomes even greater.

Such advanced personalization as displaying the users’ name on the website may seem a bit intimidating. They probably entered the name without hesitation when setting up an account in your store or filling in a form on the website, which doesn’t necessarily mean they are ready to see it displayed on your website. 🙂 When deciding to use this solution, consider whether it will actually support your goal achievement.


Tools useful for creating dynamic content on the website

Creating dynamic content may seem complicated, but with the right tools you can do it on your own, without engaging a developer. Among the solutions available on the market, our recommendations are as follows:



This platform offers a free CRM, as well as the ability to build a website on your own engine. You can create static, and then a dynamic version of a website or build a landing page. Having a contact database integrated with CRM, you can easily adapt the content to the website based on information about leads or the browser criteria.


Pluginy do WordPressa

One of the most popular plugins that allows you to customize content in CMS WP is the Advanced Personalization. The plugin is available in a free of charge version – offering slightly limited possibilities – and a paid one, which gives the user much room to manoeuvre. What’s important, you don’t need any development skills to use it. The process is based on defining the conditions and their implementation on a selected page. Paste a short fragment of the code in the text editor of the pages and it’s ready! You can check the results of activities in Google Analytics.

If-so is another popular plugin. It works like Advance Personalization – after defining the rule, we get a short code to paste on the desired page and to extend the URL. The tool offers a number of interesting solutions that you can test for free before you decide to buy the paid version. If-so also has its own analytics and a simple, friendly interface which you will easily find yourself in.


Google Optimize

If you are not fully feeling the subject of the content personalization on the website and don’t wish to take more serious steps just yet, we recommend you to take a closer look at the Google Optimize tool. It is usually used, among others, for A/B tests or redirects, but by changing your assumptions, you can successfully use it as a substitute of a dynamic content tool. You just need to create an experiment and then change the appearance of the selected element in the visual editor. As in the case of the above-mentioned tools, users will be directed to different versions of the website, depending on the indicated criteria.

As you can see, the dynamic content is a perfect solution for those companies who wish to increase their website effectiveness. It works great for B2B companies that acquire their leads through websites. Interestingly, the statistics show that 93% of purchasing decisions in the B2B industry are preceded by an online search (Venture Harbor). Personalizing content and providing the potential customer with the necessary information immediately after he enters the website, should therefore increase the number of conversions and shorten the shopping path at the same time.

Regardless of the goal your website is set for – whether it’s your business card, a showcase for your activity or an e-commerce platform, dynamic content will help you spread your wings fully. If you want to learn about the possibilities this solution creates for your business, please contact us at office@osomstudio.com. If you are just getting familiar with the topic, follow our social networks, as more articles on dynamic content will soon be released on our blog:

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