Dynamic Content, Personalisation and Personality

Dynamic Content, Personal...

Dynamic Content, Personalisation and Personality
9 April 2014

Dynamic Content, Personalisation and Personality

Any digital marketer worth their salt will have been shouting about regular updates, blogging and social media to keep your website in the race for page one and they would be right. But unfortunately, as much as this helps to drive traffic to your website, it doesn’t do very much to help your bounce rates. So what does it take to convert traffic to clicks and make those all-important sales?

It’s all about design and personalisation, content that speaks to your target audience coupled with a fluid and dynamic website that is tailored for each user. Sound complicated? With today’s technological advances, websites can be designed to deliver a quick, easy and most importantly individual experience to everyone that visits your site. This more targeted approach to design will naturally filter out anything that doesn’t really need to be there, leaving a cleaner, more relevant web experience for your potential customers.

And the big guys are already using this tactic and seeing great results. Sites like Amazon customise what’s displayed on their home page depending on products that you have viewed and purchased in the past as well as ratings to ensure that you are directed to what you are looking for quicker. And the more that you are on that site, the more it learns what you like and adapts results to suit.

This idea isn’t a new one. Email marketing campaigns adopted this idea and it revolutionised the way that people were targeted. The days of sending the same email to thousands of people and hoping that you reached some that would be interested were gone. As soon as marketers started to segment who was sent what by using their interests, personas etc. they started to see a big rise in return and performance improved dramatically. And there is no reason that web designers couldn’t adopt the same tactics when it came to optimising click through rates.

As for organic search rates, displaying relevant content related to page content ensures that more products are provided for a specific customer, which in turn will keep them engaged with your page for longer, more likely to browse what else you have to offer and raise the chances of the buying from you. Employing this strategy also sends a strong message to Google of what your page is about which will help you to come up in more search results.

So what’s been the biggest influence on this need for dynamic design?   In short….SOCIAL MEDIA.

Social media is all about the user, with engagement and user-driven content being a winning formula, the rest of the internet was surely going to have to mimic this style to keep people interested, and Dynamic Website Personalisation was born.

Websites now reacted to the user, with messages, content and offers tailored to fit the person looking at the website based on a set of criteria, including website behaviour, buying process and even the actions of the user. Basically, anything you do, search for or buy on the internet will be used to make your experience on any site as unique to you as possible, with the psychology behind this stating that you are more likely to buy from a site that ‘knows’ you and your interested, rather than having to hunt for what you want yourself.

Customers are only interested in what they want, not reams of other information that is not relevant to them, so by delivering that to them as soon as they hit your site, you are already one step ahead of the rest that have a fancy search bar but basically leave the customer to do all the leg work.

Really make the most of it by using targeted emails, on page content and personalised displays together. Only target the people that are interested in your product, show them offers for products that they already buy and suggest related products and you are guiding them firmly towards your checkout basket.

Content options that are already available to make your website experience engaging are:

  • Home Page Content
  • Product level recommendations
  • Cross selling based on relevant complementary products


Real-Time content should be based on the following:

  • Previous purchases
  • Browsed products
  • Products in their shopping cart
  • Products that they have viewed and abandoned


Our designers and developers here at Websmart Studio are experts in making sure that your website is dynamic, responsive and engaging and can get you one step ahead by delivering your customers your brand, tailored to them.


Call us today on 01553 766760 to discuss making your brand a dynamic one