3 ways to boost conversions with dynamic content

Imagine doubling your online shop’s conversion rate.

And now imagine doing it with a quick and easy-to-implement strategy.

Not sure what we’re on about?

We’re talking about dynamic content.

According to a study by Monetate (an e‑commerce optimization company), shops offering personalized content increase their conversion rate by 1.7% to 3.4%.

When comparing the results of two groups, results showed that conversion rates doubled in the group of consumers with more exposure to dynamic content. Moreover, an increase in the number of items added to the cart was reported, as well as fewer abandoned carts.

Sounds good, right?

Then read on if you want to learn more about dynamic content and how you can use it to increase your online store’s conversion.

Off we go! 😉

👉 What dynamic content is and how it improves e‑commerce conversion

Let’s start with a definition:

By “dynamic content”, we’re referring to the elements of a website that differ across users. That is, depending on how they behave, their interests and shopping history, the content users see will vary.

The point is to anticipate the needs of potential customers so as to make their visit to your store a more fluid and pleasant experience. For example, at Foodspring (a sport supplies store), they believe sports nutrition can differ between men and women.

In order to give each gender a more personalized service, they ask to specify your gender when subscribing to their newsletter.

By doing this, they make sure their future suggestions will be more useful and specific (which means more engagement and sales opportunities).

✅ 1. The basics of dynamic content

As we said earlier, dynamic content offers personalized content according to the client’s profile.

What does that mean?

It means that, in order for this content to be delivered, first we need some information about the client:

• Demographic profile: the age, gender, profession, and even location (the user’s location can prove useful to advertise free shipping to certain countries).
• Behavior: what sites they’ve visited, how long they’ve spent on each of them, where they’ve clicked on, etc.
• Interests: depending on their tastes, clients will be more or less inclined to certain products. We know this thanks to their search histories, previous purchases, wish lists, and the elements they most interact with (for instance, by knowing the links they click on), etc.
• Progression in the sales funnel: the funnel tells you how close a lead is to completing a purchase. Active leads are usually referred to as “hot” leads. One thing you can do to make users progress through the funnel – and get them to buy from you – is to send them different kinds of content. For example, an email sequence could start by explaining the advantages of your product over the competition’s (if the user needs more information beforehand). Once they’re through the whole sequence (and thus the purchase is closer), you can send them a discount. If you want to learn more about sales funnels, check out this post.   

You may now be wondering how to get all this information from your customers.

Well, you can do this by:

• Showing a survey: users are asked certain questions and, depending on their responses, they are included (or tagged) in one group or another.
• Analyzing their interaction: you can find out the topics they’re most interested in if you know the type of content they interact with.

This will give you highly valuable information you can use in the future to send them relevant content individually.

✅ 2. How does dynamic content increase conversion?

We’ve been talking about personalized and relevant content.

But that’s just the tip of the iceberg. The question is: how is it that sales are boosted as a result of personalized and relevant content?

Simple. Because it improves the user experience.

Users aren’t overwhelmed with content they’re not interested in; they’re actually receiving specific information about what they want. Therefore, they’ll welcome offers for the products they’re most interested in.

This makes users feel at ease in your shop – and more willing to buy.

👉 3 ways dynamic content can help increase sales in your store (+ examples)

Dynamic content can be implemented in different places. Here are some of the most common options:

• Your website
• Emails sent to your subscribers
• Pop-ups
• Intelligent search engines

Wondering how?

Thought you’d never ask! 😉

✅ 1. Product recommendation engines

Recommendation systems use algorithms to offer users alternatives that are somehow related to the product they’re trying to find.

Not only do they encourage cross-selling, but they also help users find the perfect item, taking into account different kinds of data.

➡️ A. Purchase history data

If it’s a repeat client, we have some valuable information: their shopping history.

Take a look at this Zooplus example.

If a certain user buys kitten food, it wouldn’t make sense to recommend adult feed or dog food to them, right?

Based on information from previous purchases, the system will understand the kind of pet this user has and recommend products accordingly.

➡️ B. Collaborative filters

This system shows users the products bought (or viewed) by others with similar interests.

Amazon is the best example of this type of recommendation.

Suppose you’re looking for coconut oil and you click on a brand that catches your eye.

Well, if you scroll down a bit, you’ll see a selection of products under this heading: “Customers also viewed these products”.

These items – related to the original search – have been viewed by other users that were interested in the same product as you.

The truth is, everyone’s way of thinking and consuming is quite similar, so chances are you’re going to be interested in the same products as thousands of other users.

➡️ C. Data based on the customer’s interests

What sections of your website have sparked the user’s interest?

Where have they spent the most time?

Based on this information, the system recommends items that match the customer’s interests (inferred through their behavior).

Back to Zooplus, look at what happens when we wander around the section of rabbit hutches.

As you can see, the recommendations have changed. After showing interest in rabbit-related products, we’re shown this kind of content.

✅ 2. The power of email marketing

Email marketing gives you a direct line with your potential customers through special and exclusive offers.

But how does it work?

It’s fairly simple.

For example, you can send an email (or an email sequence) depending on whether:

• They open a different email of yours.
• They click on a certain link.
• They complete a specific action (in this case, it may be that they’ve completed a purchase).
• They don’t buy a product despite showing interest in it.
• And so on.

All of this helps us send highly specific and personalized offers. Now, let’s see some examples of dynamic content that can be sent via email.

➡️ A. Suggest a subscription-based order

Say one of your clients buys contact lens solution and you know the average bottle lasts for about a month.

You can schedule an automatic email for a few days prior to the end of the month offering to automatically send them a new bottle each month.

➡️ B. Different complementary products

Suppose you own a sports shop.

As soon as someone subscribes, you send them a survey on what sport they like best.

Once the subscriber answers, they are automatically segmented and assigned a specific email sequence for people into that particular sport.

And, if they choose basketball, for example, apart from commenting on NBA games, you can send them information on different items, such as footwear, jerseys, basketballs, etc.

➡️ C. Special offers based on visits to specific URLs

If one of your subscribers visits a product’s URL several times, they’re showing interest in that item.

These recurring visits are spotted by the pixel (a code that identifies the user’s IP as well as their number of visits), which then triggers an automatic email with an offer.

✅ 3. Doofinder and personalized offers

What if we told you that your shop’s search engine could do much more than just find whatever the client was searching for?

Doofinder is an intelligent search engine that, among many other features, makes use of dynamic content.

Here’s how it does it.

➡️ A. It shows personalized results

The search engine learns from the user’s behavior thanks to artificial intelligence.

This technology uses machine learning to analyze how users behave and shows them the most relevant results accordingly.

For instance, if a customer buys a paddle racket and introduces “ball” in the search box, showing them ping-pong balls would be irrelevant. By knowing their shopping history, Doofinder will show them results related to paddle balls.

The user will think: “just what I was looking for!”

➡️ B. It customizes your offers

Remind users about offers that could be of their interest.

Going back to the paddle example, if a user’s looking for paddle balls and you have a ball promotion underway, the best place to advertise it is on the results page.

Of course, the user is interested, so stumbling upon an unknown offer could be the final push they need to lock in a sale.

In short, Doofinder helps make searching a simpler and more personal process while improving the user experience.

Want to test it out?

>> Click here and try Doofinder free for 30 days 😉

👉 Ready to give your audience what they want?

We’ve just gone through the most basic aspects of increasing your conversion rate with dynamic content.

Now it’s your turn to put it into practice to boost sales in your shop.

Put a little spark in your content! 😉