Website visitors and potential customers love it when a website provides easy and quick means to meet their interests and needs. A personal touch of customization on website is proven to catch users’ attention, keep them browsing through the pages, and submit a form or make a purchase. And that is called Dynamic Website Content Personalization, one of our favorite techniques to raise conversion rates, decrease bounce rates, cart abandonment, and to solve other audience reach and targeting problems.
Watch John Buie, the president and founder of SCI Global Services, as he presents dynamic website content personalization and explains how and why you need to update your static content and wire frames now.
The crux of a dynamically personalized and customized website content is the visitor’s geographical location. You would want to be versatile for your audience from all over the world. The delivery of message on your website should be clearly honed to these specific users and it should be strategically placed in prominent areas of the page. Listed below are some effective ways to implement dynamic website content personalization and to measure its results.
There are many websites that occupy a whole page just to ask for where the user is coming from. This is very difficult for someone to get into the website and definitely should not be done. You can easily determine someone’s location using their IP address and with the use of database to reference it. Having that, you can proceed on customizing your website’s appearance and the message that you want to relay.
For example, if the user has an IP address coming from the United Kingdom, then your website should show product or service prices in GB pounds and local contact information. This way the user from your target country will not have a hard time converting prices and be encouraged on completing a transaction. And because a local phone number is used on the top bar of the website, they will find it very easy to contact you without giving them extra toll charges.
Create location-based versions of your website to personally engage with audience from various countries. A default website should still be available for a default location but if it detected an IP address coming from another country, the user will be dynamically redirected to that location-based version of the website. Like in the screenshot, if the user has a Malaysia IP address, the default website with domain www.labfriend.com.au will refresh going to www.labfriend.com.my. To further personalize the website, use designs or content that are directly related to the country like flag and iconic views.
In the aspect of PPC campaigns, it is not enough to show your ads to specific regions or countries only. The content of your ad needs to be dedicated to the users from the target location. An example of this is adding an indicator in the ad that says where your store is located or that you offer shipping directly to where the user is. Giving necessary piece of information to your audience right away returns a higher number of clicks and conversion rate.
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Use of Application Program Interface (API)
Through the company logo API you will be able to find out the companies that come into your website. This is done using the visitor’s IP address that is logged in your website and sent through an API to a third-party service. Then, the third-party API will pull back the logo from the company name and dynamically learn it based on the location of the background or wire frame of the banner.
From there, access the database that offers firmographics and API’s. And using Google Analytics, integrate the third-party API to get the list of these companies. The report also includes the webpages that each company visited. With all these information, your Sales Team can contact the users who did not respond to your messages like pop-up forms from the dynamic customization of your website.
Furthermore, the third-party API will allow you to learn the industries where the visitors belong to. One of the determining factors for this are the different logos of your customers or other companies you do business with showcased in the website. These logos serve as trust sealers for users who come from the same industry. Another factor would be the industry-based testimonials which are very influential too.
Placement of Message
There are two easy spots to place your message: hero images on the homepage and pop-ups. Homepage hero is the most prominent section of a website perfect to feature new products and special promotions. These hero images are used as the default banners for users that do not have IP addresses or if there comes a time when the API do not return a name. On the other hand, pop-up is an alternative solution for the milliseconds delay in the dynamic content personalization.
Measurement of Dynamic Content Personalization Efforts
Using Google Analytics and the data provided by the API, you can segment the results based on the industry to see engagement metrics and overall traffic. Remember that the customization efforts do not impact your SEO because Google doesn’t index these. If you set up a specific landing page for a specific market and you dynamically direct traffic to that landing page, then you have both personalization to the user in real time and static landing page for Google working. That's when you will see increase in traffic.
You can also layer the results with context to learn if the user was signed in or not, if they used mobile or desktop, if they are new visitors, and know how long they stayed on the site during a specific visit. These should be taken into consideration when determining how to layer on all of these targeting website personalization techniques.
These are some of our best practices on improving the site performance and increasing conversion rates through getting personal with our clients’ web visitors in a dynamic context. And also don’t forget to update your website's wireframe and static content now to start getting the sales leads left on the table for you.
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