A dynamic website is one that contains pages that can be built on the fly, or put together when the user visits, thanks to server technologies like PHP. Similarly, dynamic content is built and personalized to an individual user based on his or her relevant historical information and engagement with a website or application. Not only is this a sound user experience technique, it is also a viable method for marketers and salespeople to target leads on their way towards increasing exposure and revenue.

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5 Websites That Successfully Leverage Dynamic Content
Experiences to Increase Sales

2. 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.

3. Amazon
Amazon 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.

4. HubSpot
Taking 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.

5. HubSpot
The 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).

6. Facebook
Facebook 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.

7. Facebook

8. Fits.me Virtual Dressing Room
After 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.

9. Fits.me Virtual Dressing Room

10. Final Thoughts
Is 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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