You might call the next big trend in website design the “Cheers” effect. Dynamic website personalization (DWP) is an emerging experience that gives online marketers the ability to change the content, messaging and offers displayed to a select visitor based on set criteria.
It’s like walking into a bar where everybody knows your name.
Writing for Entrepreneur magazine, Luke Summerfield illustrates the effectiveness of this trend: “Marketers can now segment and target their website visitors and display messaging that is extremely relevant to that individual’s needs, wants and desires. Communicating in this targeted way forms a deeper connection with the visitor, which in turn boosts sales.
Although mega sites such as Amazon have deployed DWP technology for years, this trend is emerging among small-to-midsize businesses. For an example, look to the work conducted by HubSpot, an inbound marketing software suite.
HubSpot calls its DWP technology SMART Content and SMART Calls-to-Action (CTA). These advancements dynamically change content based on a set of criteria and doesn’t require advanced technical knowledge.
“We looked at the data for more than 93,000 CTA created using HubSpot, and hundreds of millions of views over a 12-month period,” said Meghan Keaney Anderson, product marketing at HubSpot. “We found that CTA dynamically targeted to the user had a 42 percent higher viewed to submission rate than those that were the same for all visitors. That’s marketing, and impact, any business would love.”
Although mainstream application of DWP is likely a few years away, integrated marketers can prepare now to embrace new online technologies that deliver personalization and customization. Get a jumpstart by reading “Six Hot Website Design Trends for 2014.”
