CDNetworks5 Websites That Successfully Leverage Dynamic Content Experiences to Increase Sales

Netflix When it comes to video entertainment, Netflix knows how to personalize suggestions for each user. When a user adds something new to their list to watch later, Netflix proposes similar content based on what was added to the list as well as the user’s rating history.

While not every company is in the entertainment business or has a similar business model, Netflix exemplifies the personalized experience trend. As Search Engine Watch puts it, “Serving up generic content is a thing of the past.

AmazonAmazon is similar to Netflix with its suggested products displayed based on what a customer has bought or viewed previously. As a result, when a user provides more feedback and reviews, his or her next experiences are better targeted.

The user’s engagement then helps Amazon choose products to target for other customers. Ultimately, the better the targeted content, the greater the chances are that customers will buy more goods from Amazon. The technical name for this functionality is “Dynamic Website Personalization (DWP).” We often see email marketing messages targeted to our own purchase history, interests, and even birthdays. The move to more personalized web experiences is a logical next step.

HubSpotTaking inbound marketing beyond email is where HubSpot excels. HubSpot’s software platform provides a customized website experience and displays dynamic content to every user, dependent on where they stand in the sales funnel.

HubSpot customers use adaptive landing pages with “personalization tokens” and “progressive profiling” to swap out appropriate content. For example, if a user visits a webpage and downloads an ebook, the next time (s)he visits, (s)he will see different content to avoid a repetitive experience and maintain a personalized one.

HubSpotThe stats supporting HubSpot’s marketing model for a personalized user experience are compelling:

74% of online consumers get frustrated with websites when irrelevant content appears (Janrain study).

User-targeted calls to action (CTAs) had a 42% higher view-to-submission rate than calls-to-action.

In-house marketers who personalize web experiences average 19% uplift in sales (Monetate/ eConsultancy study).

FacebookFacebook approaches personalized sales with dynamic content from a social advertising perspective. It allows hyper-targeting of its ads through advanced demographics, giving advertisers the ability to hone in on a specific persona that is most likely to convert.

In the example above, the advertiser can expect to reach up to 5,800 single Facebook users between the ages of 20 and 40 who live within 25 miles of Nashville, Tennessee in the United States and like cooking or cookbooks. In the words of Social Ads Tool, “You are what you like.”

While HubSpot warns it is better to engage than to disrupt consumers with advertisements (on TV at least, 86% skip commercials), the thought is by targeting to this level of detail on Facebook, you can reach the audience who would most like to receive you.

Facebook

Fits.me Virtual Dressing RoomAfter you’re brilliantly targeted marketing and advertising campaigns reach the customers that would like to try you on for size, your job is to convince them that you are a good fit. In the ecommerce clothing space, third party application Fits.me cites that 45% of regular online shoppers believe the most disappointing part of their experiences is “the inability to try on the garment to check the fit”. Fits.me aims to solve this problem by enabling e-retailers to literally show their shoppers what they might look like in a given item on their site—virtually.

E-retailer Tamar Collection uses the fits.me application by simply clicking the link to “try it on” and see what the specific clothing looks like in your size. Next, input your basic dimensions and advance to the next screen to “Show the virtual me.” Finally, click through the size(s) that best match your measurements to see how snug it fits.

Fits.me clearly understands the needs of online shoppers and seeks to help its ecommerce clients deliver customized, dynamic content to each one. This makes for happy shoppers and clients. In a case study, one other e-retailer improved conversion rates 21% by adding Fits.me.

Fits.me Virtual Dressing Room

Final ThoughtsIs your website as personalized and dynamic as it could be? Chances are, it could benefit from a little inspiration by a few of the top dynamic sites and applications. One challenge sites may encounter when implementing dynamic content is optimizing it for site speed and consistent performance.

Luckily, an option called dynamic web acceleration allows organizations to quickly and reliably deliver interactive experiences with applications and dynamic content to customers around the world from a centralized infrastructure.

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