It’s 2015. You’re not displaying the same content to all your traffic segments, are you? The personalized content experience for your users is not only an important part of converting visitors into customers, but a mandatory digital marketing action for companies to survive in the highly competitive e-market. 

Nowadays, marketers are talking to a smart audience, to customers who expect unique interactions and an experience closely related to a real visit in a brick and mortar shop. Considering all the data available about visitors and all the means of obtaining relevant insights about them, there’s no reason why not to create personalized pieces of content. Thus, displaying dynamic texts on your website is a great and easy way to add to your conversion rate optimization plan.

From this article you will learn:

  • What is dynamic text replacement
  • Benefits of using dynamic text replacement on your website
  • Fresh ideas on how to add dynamic text in your website with Omniconvert

Web personalization is not a new digital marketing technique. It’s popularity increased lately due to the huge changes in the customers behavior. Recent studies have shown that 72% of millennials shop online and do they research before going to a store or the mall. The e-market industry is growing faster than we imagine:  online retail sales are predicted to grow to $370 billion in 2017, up from $231 billion in 2012.

Also, to truly understand how the digital era influenced people’s choices and the way online retailers have to play, I should mention that 22% of consumers in the United States spend more as a result of using digital: almost half of the respondents say that they spend with at least 25% more than they originally intended.

The numbers are pretty clear and in case you haven’t started to consider content personalization as a marketing technique, NOW it’s time to do it. In a previous article from our blog we’ve seen that the real-time marketing tactics that interest us, marketers, the most are the ones linked to on-site personalization and personalized content in response to customer interactions is the most effective. Nevertheless, 75% marketers say “dynamic, personalized content” across channels is very important.

Let’s take things one at a time and, first discuss the definition of dynamic text replacement.

What is dynamic text replacement?

Dynamic text replacements is a real-time personalization solution that allows you to change content based on different custom parameters (URL variables, custom variables or onpage variables).

In the next part of this article, I’ll briefly explain what URL variables, custom variables and onpage variables are, and how to implement them to create dynamic texts.

In URL variables allow you to use text variables, information from the URL of the page. This means you can display GET variables. So, if you have a link such as “http://wwww.example.com/?param=Coats”, you can use the word “Coats”.

The custom variables are predefined in the Omniconvert’s dashboard and you do not need any technical implementation. The custom variables take the visitor’s data and allow you to display personalized messages based on that particular traffic segment.

The main custom variables you can use are:

  • Referrer domain – {REFERRER_DOMAIN} – this variable lets you show a message based on the medium the visitor came: it’s the website domain for referring website (for www.facebook.com is facebook.com). It’s a great variable to use for PPC campaigns. For example, if someone comes from Facebook on your website, you can suggest them to like the official page or to offer them a discount if they share something.  If the visitor goes directly on the website, the referrer domain will be empty.
  • Temperature F {TEMPERATURE_F} and Temperature C {TEMPERATURE_C}- these variables shows the temperature (in Celsius or Fahrenheit) at the visitor’s location. It has a 70% accuracy and it’s updated every 4 hours. Weather conditions influence our mood and a certain type of weather will drive out actions in a specific and predictable way.
  • Country – {COUNTRY} – This variable displays the visitor’s country. The location is a 100% accurate.
  • Region – {REGION} – If your visitor is located in a certain region, then you can give him a special promo code in his region.
  • City – {CITY} – This variable shows the visitor’s city and it works perfectly for free delivery offers: if Michael from New York goes to your fashion eCommerce store will love to see this “Only today: Free Shipping in NY!”.
  • Device type – {DEVICE_TYPE} – With this variable, you can announce your visitor about apps to download (if they come from mobile). Using it you can address visitors from desktop, mobile or tablet.
  • Operating system – {OS} –  It shows the operating system detected from Browser User Agent: Linux, Windows, iOS, Mac.
  • Browser name – {BROWSER_NAME} – The possible values the system recognizes are:  Firefox, Chrome, Safari, Opera, Mozilla, Explorer, Netscape, Camino, OmniWeb, iCab, Konqueror
  • Views per session – {VIEWS_SESSION} – This customer variable represents the number of views realized in the current session by a certain user. It is recommended to use this for returning visitors that frequently come to your website but do not convert. Give them a voucher, a discount on the product they look for and persuade them to place an order.
  • Days since first visit – {DAYS_SINCE_FIRST_VISIT} – First visit starting from the moment in which the Omniconvert tracking code is installed on the website.
  • Online visitors on page – {ONLINE} – With this variable you can easily create the sense of urgency among visitors: it tells how many people are seeing the same page in the same time. Whether the conversion is a downloaded free ebook, a product purchase or just a click on a button, users will act on the spot if they know the offer is limited. Why? Because time pressure gives them exclusivity to a certain product or service. Knowing that there are only “2 products left” creates a feeling of urgency.

Here’s a great example from one of our clients, autonom.ro, who used the online visitors on page variable to create scarcity:

dynamic text

 

An On-Page variable is a part of your web page that can be used as text in an AB testing experiment, web personalization experiment or a survey, with the sole purpose of taking your customers down on a journey of your own choosing based on their behavior and data history. The main benefit of this type of variables is that it allows you to use data from the pages included in the experiment, such as a product title, product category, etc.

Check out this insightful article to discover how to create an on-page variable from scratch.

For a complete and complex customer experience, you can use gathered information from your database about users and include it in the web personalization experiments or in surveys.  Why? Because you can easily aim for their aspirational wishes and create an ideal story everybody will crave for.

Here’s an example to emphasize this idea in a particular industry. If you own a tourism website, create a message based on weather {TEMPERATURE} and location {CITY} to make visitor desire to go on vacation:

dynamic text replacement

The more information you have about customers, the better, because you can go straight on their pain point or interest. Segment traffic carefully, according to what criteria suit your business best.

The benefits of using dynamic text replacement

  • Send the visitor an engaging message by creating an emotional attachment (Weather condition)
  • Remind the visitor about a certain product they may have liked in a previous visit
  • Make them feel important as opposed to a generic message
  • Make them feel unique when getting an offer based on his on-site behavior
  • Creates Urgency by dynamically replacing how many online visitors right now

How to add dynamic text in your website with Omniconvert

With the Omniconvert technology, you can easily display dynamic texts in:

  • Surveys

Dynamic texts can help you investigate the purchase intentions of returning customers that visit a certain product page

suvey

  • Web personalization creatives

Check out this killer example from one of our clients, Covera. They combined two custom variables, Region and Temperature, to create a real-time experience:

dynamic text replacement

 

Next, I present you step-by-step how to insert dynamic text in your experiment:

  1. Log in the app’s dashboard, go to Creative and select the creative type you want:

creative1bun

 

2. Select the creative from our preset gallery or upload your own work:

pasul2

 

3. Once you have selected it, design the rest of the creative, insert the Variable you want, and go to Final Step!

step3

4. Proceed to the final settings: name your creative and choose the appearance:

step4

5. Click Save and you are ready to use the creative in experiments!

dynamic text cta

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