What is dynamic content?

We call dynamic content the elements of a page or an email that change based on the user’s information or their previous behavior.

For example, the main image of a marketing email might show different vacation destinations based on a user’s interests, or the main offer on a landing page might be different for first-time visitors and existing ones. ready to convert.

In short, dynamic content allows us to create a unique experience for each user who visits us or who receives our content.

7 key places to use dynamic content

The possibilities for dynamic content are virtually endless, as it can be used in multiple locations and adapt based on many factors. To begin to focus, we are going to see what are the 7 key places to use this tool successfully.

  1. Landing pages . Landing pages are a great resource to convert users into leads or even customers. If you get them to display a different message for each user, you will be multiplying the chances of conversion. For example, you can include the user’s name in the page copy and reference products they have already purchased. If you want to go a step further, try customizing the call to action.
  2. emails . Dynamic content can help you multiply the opening and conversion rates of your emails. Of course, it is necessary to personalize the name and gender of the recipient, but we can go much further. Think about all the information you have about the user (including her location) and use it to tailor the offer to her interests.
  3. forms . Forms are always a sticking point in conversion strategies, since we have to convince the user to fill them out. But thanks to dynamic content, we can shorten this whole process and show the user only the fields corresponding to data that we don’t have about him yet. Sometimes, all we need is to ask you to confirm your email, a step that generates much less resistance than filling in all your information.
  4. Redirects . Dynamic content not only helps us to display one or another information, but also to direct the user to the sites on our website that may interest them the most. For example, if you have been looking for information about traveling to Asturias, we can take you directly to a website about the Picos de Europa. In many cases, the user does not even realize that they are being redirected.
  5. pop up . To personalize user experiences, you not only have data about their past behavior, but also information about what they are doing on your website at that very moment. You can use indicators like time spent on a page, idle time, mouse movements, and other real-time signals to trigger smart pop-ups that suit what they need at the moment.


Such as Clothing from a Particular Brand or Items in a Particular Price Range

  1. Personalized recommendations . Much of the success of big companies like Amazon and Netflix rests on their ability to recommend specific products for each user. But even if this strategy does not suit your company, you can use what you know about users to offer them personalized content from your blog or website.
  2. Dynamic searches . On large pages with thousands of products, the search experience can be overwhelming and lead to user abandonment. To prevent this, we may combine site data with personal user information to help you find what you need. For example, we may suggest frequently searched terms or offer you results based on your previous choice.


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