- On this blog post, you'll learn:
- What are the best examples of personalized, dynamic websites;
- Why segmentation is the key to skyrocket conversion rates;
- How to start with dynamic content.
If you read carefully the title of this blog post you already figured out that we are going to tell you a little but more a dynamic website.
In fact, we've started this conversation a few days ago, when we explained the differences and benefits of dynamic content and website personalization.
In case you've read it or you already know about it that let's move on to our subject.
To be didact, a dynamic website is a web page that displays different content according to preselected rules. For example, the page may change with the time of day, the user that accesses it, or the type of user interaction.
Its main benefits? Besides improving customer and user experience, it helps companies to target leads on their way towards increasing exposure and revenue.
Examples of personalized, dynamic websites
The most classic examples of dynamic websites are Amazon, Netflix, Spotify and, of course, Facebook.
To be able to create and redirect dynamic websites to its according audience you need a really good segmentation feature. Not to mention a variety of segmentation options.
Don't worry, we will come to that on a minute.
Most websites that use dynamic content base their info on their customers past behavior. This is how Amazon and Netflix, for example, display their personalized suggestions. They usually take into account unique viewing history, ratings and past purchases. But surely you can go further than that.
The same goes for Spotify - the music app create recommendations lists based on the user's tastes So, if you have been listening to one artist, Spotify will advise you try out another musician it feels you might like. We already talked about Facebook on our last post.
The thing is the core of these companies is providing user engagement and creating a remarkable experiences for the customers.
Segmentation is the key to skyrocket conversion rates
On our last blog post about web personalization, we mention the importance of looking for a software that offers the right features to help you build flawless websites.
On that subject, one of the most relevant items is to search for a tool that has advanced segmentation properties.
With Pipz, for example, this is competitive advantage. You can segment your content in dozens of ways. From demographics, to gender, job title, location, device, and so on. And more, every single bit of your content can be filtered according to it.
So let's take a look at a few segmentation filters offered by the software and that you can use to create personalized experiences.
Where is customer from? North, south? An African country, Asia? Location matters. Different regions face different climate changes, have distinct languages and cultures habits.
Just imagine that you can customize the experience according to where in the world your client is. You can for example, offer discounts according to commemoratives dates of a specific country. Let's say 4th of July in America, Boxing Day in UK, or the Single's day in China?
Do you have more mobile users or desktop users? You can tailor your strategy according to that. You can create versions of your website to adapt different devices and then offer distinct experiences.
For example, for mobile users you can use shorter messages to help them achieve their goals much faster.
What was the last interaction of your customer in your website? Did they visited the pricing page? Purchased a product? Clicked on an e-mail? You can use these information to create personalized and dynamic website targeted to specific customers.
If you have an inbound marketing strategy running, and I'm sure you do, you are probably creating different kind of content to nurture your customers, from blog posts to ebooks, webinars and podcasts.
I'm sure some of these content works better than the other for some people. So why not displaying to your customers only the content they are more interested in?
A good tip is to offer special discounts for customers that have been with you for a long time. Rewards are always a great way to increase retention and customer loyalty.
On the other side, a promotion for a new customer is a good strategy to kick off a valuable relationship. Try segmenting your actions according to how long they've been in the company and analyse the results.
Let's say you have a Saas that sells a software to create referral campaigns. Most of your clients are male, marketing and sales professionals. You know, from personal experience, that the sales approach for each group has to be different.
They may see different benefits in a referral tool, and therefore you need to highlight distinct features. A dynamic website that adjusts its content to each persona definitely increases your conversion rates.
All you have to do is to create different text and images, and filter it according to the target audience's job role. Check out an example below:
The screens are an example of two different pages being created on our drag and drop content manager editor. One is targeted for marketing professionals and the other for sales.
Notice that only a few rows in the whole website's design is going to have dynamic content.
With the right segmentation, you can cut through the clutter and filter out the noise by making the web experience more relevant to the individual. It’s a more targeted approach that’s surely more effective.
Getting started with dynamic content
Dynamic website personalization is the ability to dynamically change the content, messaging, and offers displayed to a select visitor based on a set criteria.
The criteria can be designed in almost any way imaginable: website behavior, actions, stage of the buying process, content interests, etc. The technology to make this a reality is already available.
When choosing a web personalization software you need to pay attention to a few items that might make your life incredibly easier.
- Segmentation criteria
- Ease-to-use / friendly interface
- Integration with other marketing/sales activities such as email marketing
- Allowing the use of first-party and third-party data
- Business intelligence to analyse results
If you're interested in discovering more about the possibilities and benefits of having a software that allows web personalization, we have a blog post where you will find more info about each and every one of them.
It's good to remember that, in order to take full advantage of personalized content, on-page content and targeted emails should be used together. Use your personas to determine what type of content you should create and your Business Intelligence to see how much content it takes to be successful.
By analyzing consumer activity and architecting your website content, you can reflect the customer's true interests. With it you can maximize engagement, brand preference, loyalty, and sales by delivering highly personalized experiences. This will encourage their movement down the sales funnel without the distraction of unnecessary information.
Personalized content is worth developing so long as you research, understand, and use the insights your visitors and leads have left behind on your site, including preferences, concerns, and past behavior.
With Pipz you can integrate your dynamic content with marketing automation and email marketing campaigns, create boards to follow up processes and workflows, analyse your results with Business Intelligence and much more.
Why don't you give it a try? Schedule your demo now!