Best dynamic content insertion personalization

Quickly compare solutions for dynamic content insertion

Dynamic content insertion personalization allows you to show the right content to the right person at exactly the right time. If you landed here, you probably already knew that. While not entirely new, this conversion optimization technology has been gaining popularity in recent years. It’s been commonly used in email. Those nifty emails that use your first name or feature content and promotions that appear to speak specifically to you – they leverage dynamic content insertion personalization to grab your attention. Now, this marketing tactic is making its way into the website domain.

According to a survey by Janrain, nearly three-fourths (74%) of online consumers get frustrated with websites when the content they serve is not relevant to their interests. The most popular online services (think Google, Netflix, Amazon, Airbnb and Facebook) figured this out a while ago, and leveraged personalization to tackle this pain point. That’s largely why they are the behemoths they are today. But before you get intimidated by this, let me just say: you don’t need an army of developers ready to craft targeted algorithms à la Netflix or Amazon to start using dynamic content insertion personalization. It’s now becoming easier to tailor your site’s content for each visitor.

How?

Generally speaking, dynamic content insertion helps you make your website or campaigns more relevant to each audience. For instance, if your website offers access to different fitness workshops or classes in several cities, you can highlight yoga classes for yoga lovers in your home page and insert the visitor’s city to facilitate conversions: “Gain access to 20+ yoga classes in New York.” Conversely, if you know the visitor likes crossfit and is based in San Francisco, you can use this technology to show something like “Gain access to classes in over 10 crossfit boxes in San Francisco.”

For dynamic content insertion personalization to work, you need to have a thorough understanding of your audience. In order to have that insight, you need good data. Data that is current, accurate and tells a complete story. If we follow up on the example above, knowing that somebody likes crossfit is helpful to personalize your site, but if you have their location data, you can make your offering even more relevant to them.

Besides data, the other thing you should consider is which tool is right for you. We’ll get into the different vendors shortly, but bear in mind that they tend to differ in the amount of budget and expertise required, as well as the features offered.

If you don’t have tech-savvy people in your marketing team, you may want to consider a vendor that scores high in usability and support. If you’ve got a lot of traffic and want to up your conversion optimization game with multiple tactics (like A/B testing), then consider a solution with a wide breadth of features.

Let’s explore some of the most popular solutions out there.