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Dynamic Content

  • Dynamic Content: Brief summary
  • Dynamic Content: Detailed summary
  • Advantages of dynamic content
  • Ways dynamic content is used
  • Forms of dynamic content
  • Conclusion


Dynamic Content: Brief Summary

Dynamic content is the term used to describe site content that automatically adapts to various pre-defined conditions, such as particular user signals. The content featured on the website will adjust dynamically, or under the control of CMS, so different users see different content.

Dynamic Content: Detailed Summary

Dynamic content allows websites to be individually adapted to their visitors. A site uses a variety of ways to detect significant user characteristics and matches its content accordingly. So, for example, a webshop may use different content to appeal to both new and existing customers. Those who are more accustomed to the site will experience a separate conversion process from the one aimed at newcomers.

Presenting dynamic content is virtually impossible with static HTML Web pages. Therefore, a shop system generally has a dynamic website based on either CMS or PHP.

Dynamic content can take different forms, and dependending on the website, specific intentions and CMS, Webmasters can adapt texts, pictures, and videos, as well as newsletters and forms, to the precise needs of their users.

Advantages of Dynamic Content

Unlike static content, dynamic content can respond to the individual needs of the current user. So it can be more useful, interesting and entertaining for website visitors than static content displayed in the same way to each and every user.  By utilizing browsing history, a visitor can, for example, be shown matching or additional products or be provided with the shortest route through a web page form. As a result, the user will be less likely to jump or leave a page, and he or she can also save time and avoid being overwhelmed or frustrated.

Ways Dynamic Content Is Used

Creating effective dynamic content requires the collection of information and data about site users. This involves using cookies or other tracking methods to identify approximately how many times a user visits a page, plus details of that usage. However, site owners can also gather user properties obtained from visitor data during the registration or purchasing process, which in turn allows them to respond with dynamic content. Data profiles acquired by such means are stored on databases in the background and made available as required.

Among other things, the following questions will be answered to decide what content a user will see:

  • How many times has a user visited a website? First-time and regular visitors will each see different content.
  • Which sites, products or content has the user previously viewed or purchased?
  • What point has the visitor reached in the customer journey? Is the user still in the decision-making process, already chosen a product, compared prices and decided to purchase, or has a credit card already been charged?
  • What are the specific features of the user? The visitor’s professional position, age and motivation for the site visit are factors that influence what content, which forms and perhaps even which pages are displayed to the user.
  • What has the user searched for in the search engine, and what was the emotion or motivation behind it?
  • How has a user accessed the site – is it via a newsletter, a Google ad or an organic search result page?
  • Which device was used to access the site? Smartphones, tablets or notebooks have different operating systems and display sizes that customized content should reflect (see Responsive Content).

Forms of Dynamic Content

Dynamic content presented to the user can take on many different forms, depending on the Webmaster’s intentions.

Newsletter/Email: Emails and newsletters are classic forms of communication that use dynamic elements. For example, the form of address used in the email, which is generated via a database or individually compiled from the content, will depend on the user’s interests. A user’s customer journey can also include customized email advice or instructions.

Landing Pages: In an ideal scenario, a landing page exactly matches the type of query or user profile. Therefore, a good landing page can output targeted content depending on whether the user is looking for a green bicycle or a yellow car. One can also, for example, produce an accurate graphic response based on whether the visitor comes from the medical or craft sectors.

Article: Article content, for example, can be dynamically designed for the devise being used. If a Smartphone user accesses the site, he or she sees mobile-optimized text whereas desktop visitors to the site will see content differently. And if a visitor has already read the articles or has other personal interests, more articles can be recommended.

Forms and processes: Site owners can create a form that dynamically responds according to which options users choose within an order form or process. This makes these materials responsive to each user’s goals, existing experience and personal features.

Product pages: Online stores use dynamic content for cross-selling purposes when trying to sell other products to their customers. Dynamic content is commonly used to make special recommendations based on purchases or on the views of other customers.

Ads: From the outset, Google Ads offers a way to dynamically respond to user requests. Advertisers can set Google Ads to offer a display response based on a user’s keyword searches. But a user who googles “dog food” will see similar ads as a user who googles “cat food.”

Others: Different providers use the dynamic content principle for music, movies, books or photos. So there are music- or video-streaming services that recommend new matching content based on the user’s profile and previously auditioned tracks.


For many sites, dynamic content is now an important standard tool to guarantee customer satisfaction and a successful customer journey. Webmasters can use different communication paths with precisely adjusted content to better inform or entertain their users. Dynamic content simplifies processes for the user, thereby increasing a website’s conversion rate – even matching content can be produced. However, in order to display dynamic content, a site has to meet certain technical standards. Therefore, in addition to being a great opportunity, dynamic content is also a challenge.


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