You have invested a lot of time and money into developing an ecommerce store. And now you expect to generate high sales. But sadly, you cannot generate sales and increase ecommerce conversions just by having an ecommerce store. You have to make an effort to motivate your target customers to visit your website and buy.
But that is easier said than done. With tough competition, how will you attract prospects to your website and increase ecommerce conversions? You can use the power of dynamic content to boost your conversion rates. Dynamic content is a little tricky to use, but don’t worry. This post will help you learn the four most effective ways of using dynamic content to increase ecommerce conversions.
1. DISPLAY OFFERS RELEVANT FOR EACH VISITOR
One of the best parts about dynamic content is that it allows you to display different offers to different visitors. You can make sure that the offer you display to each visitor is relevant to their needs. This can be based on demographic data, browsing history, search history, behavior, stage in the customer lifecycle, and more. When offers are highly relevant to their needs, it makes them more likely to take advantage of the offer. For instance, you could welcome back a returning customer and display the best offers in their favorite categories.
You can use platforms like Duda to build client websites that display dynamic offers customized according to visitors’ browsing history, timing, location, and more. This platform takes your website personalization services up a notch by enabling you to create websites that display dynamic content based on various triggers.
For instance, for a restaurant, visitors who land on the site during certain hours can immediately see relevant menus and offers. Visitors during lunch hours, for instance, could be directed to their lunchtime menu and daily specials along with any relevant discounts.
2. PERSONALIZE ECOMMERCE EMAILS
According to the State Digital Personalization 2016 report, 56% of marketers reported an increase in their sales due to email personalization. And 52% of customers will opt for another ecommerce store if they don’t receive personalized emails. Effective personalization includes customization of each and every email for every single customer. There are three popular ways to personalize email with dynamic content:
Product Recommendations Based on Past Purchase Records
Send recommendations of products or services based on their past orders. This could be new arrivals or the latest discounts available in their favorite categories. It could also be recommendations of products that would go along with what they’ve recently ordered.
Segmented Emails Based on Gender
If you have a male customer, they might not necessarily be interested in women’s beauty and fashion products. Rather than attracting customers, you would be pushing them away by sending emails that are not relevant to them. You can segment your customers based on gender and tailor your emails accordingly. This method can boost your sales and increase your ecommerce conversions.
Discount Offers Based on Past Search Records
Many customers tend to visit a website and browse through the products without completing a purchase. One of the reasons might be that the prices are too high. For customers that abandon the shopping cart or browse and don’t buy, send personalized emails with discounts and offers to motivate them to make a purchase.
3. CUSTOMIZE CTAs
Dynamic CTAs can accelerate the conversion process with prompts that are relevant to your prospects. This can motivate and encourage your potential customers to take the desired action. You could customize the CTA according to various factors such as the visitor’s device or stage in the sales funnel. For example, Grammarly provides one of the best examples of dynamic CTAs. As you can see in the screenshots below, the text on the CTA button changes depending on which web browser you use.
4. ADD DYNAMIC POP-UPS
Dynamic pop-ups are also highly effective in boosting ecommerce conversions. Use data like geolocation, browsing history, and stage in the sales funnel to display relevant pop-ups for each visitor. This could notify them about discounts and updates, or encourage them to subscribe, download, and leave their feedback. For example, Old Navy displays four types of offers as pop-ups to encourage visitors to make a purchase.
CONCLUSION
Using dynamic content to boost ecommerce conversions is a tricky job. You have to be very careful in the way you use and deliver the content. Using the wrong CTA or an irrelevant pop-up will not help you increase ecommerce conversions. The best way to get the most out of personalization efforts is to segment your customers into different groups. This will help you to target them according to their status and position in the purchase journey.
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