How to optimize website conversion rate with dynamic content?

As a marketer, one of your goals is to improve conversion rates on your website and landing pages. Personally, it’s one of my favorite tasks. You come up with lots of ideas, run A/B or multivariate tests and after a sufficient amount of data is collected, you analyze the results. It’s just pure creativity and analysis. What’s not to love here!
In this article, I will cover a tiny (and to my mind very underestimated) part of existing possibilities for optimizing conversion – using dynamic content as a component of your personalization strategy. Read on to see why it’s a really excellent way to get your sales and sign-ups right.

Personalization that drives conversion

There are some obvious conversion rate optimization techniques that don’t even need to be tested. They just work. One of those pretty straightforward ways to generate more leads from your current traffic and marketing efforts is personalization. People look for content that matches their situation, needs or interests and the more you reassure each person that what you offer is made exactly for them (or people like them), the higher the chances of engaging the viewer, lead or customer you have. I like to think of personalization as a two-level process:

  • Segment level – you deliver content relevant to the segment a viewer belongs to, e.g., it can be a text matching person’s interests or image showing people of similar age and sex;
  • Personal level – you include in your content the exact values of viewer’s attributes and events they’ve performed, e.g., their name, number of loyalty points they have collected or products they’ve viewed.

Notice that those two approaches don’t exclude each other. Moreover, they work best when implemented simultaneously. This way, not only do you show content that viewers find interesting, but you address each person just like during a one-to-one conversation.

In some cases adjusting content takes time and can become a real drudgery. However, as you’ll see below, all these efforts are definitely worth it.

Statistics

So, let’s see some statistics I gathered for you from several third-party sources:

  • On average, marketers see a 20% increase in sales thanks to web personalization – source;
  • A positive impact of personalization on conversion rates has been noticed by 70% of marketerssource;
  • Majority (86%) of shoppers believe personalization has an impact on their purchase behaviorsource;
  • Personalized CTAs improve conversion by 42%source;
  • Using recipients’ names in email subject lines improves open rates by 16.5% (2.6 percent points – from 15.7% to 18.3%) – source.

These are just a few examples that indicate personalization is a must, rather than an opportunity. And you probably know it by now. But hey, do you use it to the maximum? In the next section, we’ll see what information can turn out to be useful before we finally get to the implementation of dynamic page content.

Collecting visitor data

To be able to improve your marketing using content tailored to each visitor, you first need to collect data. The more you know, the more accurate your communication can be. We can divide data into 3 different types with regards to its collection method:

If you use a simple CRM and no marketing automation software, chances are that you gather data only from form submits. Although it’s a good start, you lose tremendous amounts of information that can turn out useful, especially at the beginning of the visitor-brand relationship. It’s thanks to them that you know what kind of person you’re dealing with. This way, you can act properly to convert more visitors into leads.

Gathered automatically

If you use software like Google Analytics, you know that you can check what location your users are from, and what device, browser or operating system they use on average. With User.com, you gain the same data but it is stored in each visitor’s separate profiles. It makes it possible to automate various marketing, sales, and support activities.
Examples of use on your website:

  • if you expand your services to new markets, you can add a particular visitor’s location to your landing page title,
  • you can show more valuable products to people using Apple devices,
  • you can adjust your messaging to viewers language.

Deduced from the visitor’s behavior

The way each visitor interacts with your website tells you much about his/her interests and needs. If you use marketing automation, you can score them and assign to appropriate segments based on the pages they view, content they download or phrases they search for.
Examples of use on your website:

  • you can show previously viewed products and products added to a cart,
  • you can suggest reading content related to viewed categories,

Submitted by the user

Information submitted by users themselves is the most reliable data you can get. Usually, it’s best to ask for the visitor’s name. Other form fields should depend solely on your business type and purpose. Just make sure it’s something that lets you carry out a successful segmentation. For B2C businesses it might be sex or age, whereas for B2B it can be the size of the company the visitor works for or their position in the firm.

However, beware of including too many fields in your form – it can have a negative impact on your conversion rate which won’t be offset by the positive effects of segmentation and personalization.
What is more, even information about whether a user has submitted a form (e.g., registration form) or not, allows you to adjust your website communication (it points to the fact that they’re on different stages of sales funnel).

Examples of use:

  • you can show products made for people in the same age range,
  • you can show a particular agent’s calendar, inviting registered users to a call.

Data-driven marketing has been trending for a long time and personalization is one of the reasons for it. If you wish to dive deeper into what types of data you can store and how you can use it, download the ebook below.

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About dynamic page or email content

Any non-static marketing communication elements like online ads, emails or text messages have been adjusted to their recipients from the time it became possible. However, not many people are aware that your website or email content can change on-the-fly as well. If you’re not familiar with this topic, it may seem counterintuitive. But let’s jog your memory. Haven’t you seen online stores with product carousels like:

  • “Products you have viewed”,
  • “People who bought X, have also bought Y, Z”,
  • “You may also like product X”?

Of course, you have. These are the most common use cases of dynamic page content. But dynamic page content is a much more flexible tool and if you leverage it right, it will bring you profits regardless of your business type.

Dynamic page content is a piece of HTML code that is rendered on your website (becomes visible) only for a particular visitor, or a group of visitors who meet previously defined criteria. It makes your page contain
information specific to the exact viewer.

Before you start

To use dynamic page content on your website, you first need to implement marketing automation software like User.com. The process takes a few minutes and doesn’t require any coding skills. All you need to do is place a piece of JavaScript code right in your website’s source code. Then, if the visitor tracking works properly, the software can check what kind of person is viewing your website and replace its parts.

The process

In this post, I focus on optimizing website conversion rates with dynamic content so below you’ll find the process that relates to this particular case. However, bear in mind that you may use dynamic content to create a whole new experience rather than improve conversion. So, to get straight to the point, see what process I like to use in my work.

Analysis

It would be counterproductive to work on something that already works great or has little impact on your KPIs. That’s why the first step to introducing dynamic content is the analysis of your current website performance. Write down all the pages or sections that have an impact on your business metrics and then check these which seem to underperform.

Hypotheses

Formulate hypotheses that, to your mind, should improve your lead generation or sales metrics. Look for these elements, where you know you can somehow use visitor information you’ve been collecting and decide whether or not dynamic content is the proper tool for the job.

Creating HTML block

If you decide to use dynamic page content, it’s time to create its core part.

Firstly, you’ll need to find the class of the div that is to be replaced. It’s a must as the software needs to know where to put your dynamic content. To get the class, right-click on the website element and choose “Inspect” from the context menu. When your DevTools (that’s how it’s called in Google Chrome) open, find the appropriate element in your website’s structure and copy the class name. If the element doesn’t have a class, or it’s not unique for this page, you’ll need to ask your IT department to add a new one.

Then, ask your IT department (of course, if you are familiar with HTML you can do it yourself) to prepare the part of your website that will be rendered on-the-fly. You can include there, e.g.:

  • {{ receiver.city }} – will show visitor’s location
  • {{ receiver.first_name }} – will show visitor’s name
  • {{ receiver.loyalty_points }} – will show visitor’s loyalty points
  • To show products added to a cart, you would need to add a bit more code (shown below).
{% product_events event_type='add to cart' for_last_days=1 count=3 order=-1 as event_occurrences %}{% for event in event_occurrences %}
Image url: {{ event.image_url }}
Name: {{ event.name }}
Price: {{ event.price }}
{% endfor %}

These snippets may be frightening, I know. That’s why in User.com we’ve created generators that let you get the code you need, in seconds. All you will have to do is adjust them to match your website design.

Creating the automation

Now it’s time to create a path, that will trigger the dynamic content. At first, it’s best to make it work only for you:

  • start with the Page Visit trigger and type the URL where you want your HTML Block to render,
  • add Filters to make the automation run only for you (e.g., include your email address),
  • add the HTML Block module and choose the one you’ve created for this purpose.
marketing-automation-dynamic-content

Testing and debugging

When your automation is on, go to your page to see the results. It might happen, that your HTML code was not fully responsive or that you’ve chosen a wrong class. If it plays well with your website, go back to your automation and change the filtering rules to make it run for the proper group of visitors.

Dynamic content examples

Now, it’s time for the best part! Below I included 10 various use cases to give you an idea of how versatile dynamic content can be.

Include the viewer’s city in the page title

If you run a business that is somehow related to location, you can put the name of the city, the visitor lives in. Imagine you have an app like Uber. Wouldn’t it increase your conversion to reassure each visitor that your service is available in their city? Sure it would!

dynamic-content-location-in-title

Invite to a demo with a particular sales agent

It’s a common practice to keep your communication flowing from the same agent all the time. It allows for positioning the agent as an expert and creating a tighter bond between leads and your brand. If this is your case and you want to invite your leads to a call or demo, you can show on your landing page a calendar (e.g., a Calendly iframe) of the agent the user is assigned to.

dynamic-content-demo-invitation

Show viewed products

E-commerce stores have used this technique to their benefit for a long time. Almost all popular store templates have this option built in and there’s no need to implement external service for it. However, it can be used not only in online shops but, e.g., on listing pages as well. Showing already viewed apartments, trips etc. can make your conversion surge in no time.

dynamic-content-viewed-products

Add the download button after a form submit

Generating leads by letting people download free content has become so ubiquitous that I would be startled if you haven’t used it yourself. However, if you send it right to their inbox, you might have noticed that not everybody opens the email. To create a meaningful relationship with the new lead, you should do everything you can to make them at least skim through the ebook, checklist or anything that you use. If you don’t have time to create a separate “Thank you” page, you can maximize the results by adding the link dynamically, after the user submits your form.

dynamic-content-adding-download-button

Display images with people similar to the viewer

Letting visitors identify with the people you show in your photos is a really powerful technique for conversion optimization. And one of the best places to use it is your homepage. Usually, as you enter the main page of a website that has several target audience segments, it is a general one. Only category pages are associated with specific groups of people. With dynamic content, you can change it easily. Below is an example of an online store that sells products for men and women of different age ranges. When you already know that the visitor is a 25-year-old woman, you should use images showing similar people, along with the links to appropriate product categories.

dynamic-content-personalized-images

Adjust CTA to the referring website

Limiting the number of different CTAs on a page leads to increased conversion rates. It’s a fact. If you know that a visitor came from a social media platform and converted in some way, you can show on the “Thank you” page only the share button that relates to this exact referrer. Giving only one option instead of 5 different share buttons can easily complement your social media visibility strategy.

dynamic-content-social-media-share-cta

Display loyalty points

If you use a loyalty program to keep your customers coming back for more, it’s good to let them know how much more they need to spend to receive a coupon or a discount. With a dynamic website, you can implement a bar on the top of your website, where the number of current points will be displayed.

dynamic-content-show-loyalty-points

Change content with regards to the funnel stage

Knowing the stage of your sales funnel a viewer is currently on, gives you many personalization opportunities. When, for example, your prospect’s trial period is coming to an end, you can turn your homepage into a landing page focused on one goal – completing the purchase.

dynamic-content-sales-funnel-stage-cta

Make CTAs related to a particular customer segment

Different things push different groups of people toward the desired action. That’s why changing texts in your CTAs can bring a dramatic improvement to your conversion optimization strategy. If you already know what triggers the segment the viewer belongs to, you are on the best way to better conversion. All you need to do is adjust the call-to-action on-the-fly.

dynamic-content-personalized-cta

Personalize your blog front page

In case you have forgotten about your blog, it’s also a great place to personalize the user experience. For maximum usability, you can place on your blog’s front page articles from the categories that the user has viewed most often.

dynamic-content-personalized-blog-front-page

So, is it worth it?

Personalization is the technique that you should use on the daily basis as it has been proven many times to have a great impact on conversion rates. If you want your website to stand out from the crowd, implementing dynamic content is definitely worth trying. It allows for creating an unforgettable user experience, introducing a friend-like approach and therefore building meaningful, long-lasting relationships.

If you wish to give dynamic content a try, you can Get Started with User.com. The trial lasts 14 days, so there a lot of time for testing and analysing the results.

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However, if you don’t feel like signing up (which is perfectly fine), I remind you about the ebook I have mentioned before (click here to get the ebook). It consists of 55 Reasons for Tracking each Website Visitor, so I’m sure you’ll find something interesting.

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