Dynamic content adapts to who’s viewing it. Build from small personalized touches, and a whole new world can be opened up.
I think we’re going to see a lot more ‘dynamic content’ on business websites in the future. And to be honest, it’s about time. Dynamic content adapts to who’s viewing it, and now we’re all used to it from the entertainment industry (the films that Netflix promotes to us aren’t random, you know).
At its most sophisticated, it can draw real-time data from a CRM system. That might mean tweaking CTAs, images, or headlines based on user history. However, at its simplest we can just show different things to new or returning visitors. Anyone wanting to dip their toe in the water can begin right there.
Inevitably, there are ‘Ai’ systems available for all this, but it needn’t be that complex. Even common web platforms such as WordPress now offer tools to experiment with. Build from small personalized touches, and a whole new world can be opened up.