Using dynamic content and innovative technology in your email content or web pages is a great way to keep customers engaged, whilst increasing your chances of persuading customers to click on your calls to action (CTAs) and convert.
Enchant outlines 5 dynamic content persuasion tactics to increase CTA conversions:
Inserting countdown clocks into your marketing content is an effective time-related persuasion tactic for encouraging customers to click CTA buttons and make a purchase. Utilising agile email technology, real-time content can be inserted into email templates and onto website pages and landing pages, delivering a visually engaging customer experience which tantalises the customer due to the ominous nature of the count.
This dynamic piece of content works in harmony with the call to action to increase conversion rates for event-based content or time-specific offers. The moving visuals encourage clicks and purchases, whilst building anticipation about upcoming events or deadlines. See this example from ODEON, followed by an easyJet offer countdown clock:
Real-time seat availability
Travel companies, comparison brands and airlines often use agile technology that gives consumers real-time updates on seat or room availability. FOMO (fear of missing out) is a key psychological trait that marketers in e-commerce leverage for increasing conversion rates. The technology can highlight – often in red “warning” text – when there are only a few tickets, rooms or seats left for a particular date.
Consumers are urged to hurry and book up while they can, so not to miss out. Canny marketers set this up for specific prices and offers, so that although availability may not be limited in general, the limited availability applies to a particular price on offer at that time. See this Booking.com example below:
Websites, browsers and apps all encourage users to allow them to access their location status, whilst if you are delivering targeted content to customers you should have their location information from previous data capture.
This is an opportunity to exploit with dynamic content related to user location. Restaurants and food delivery services, for example, can use real-time technology in content which shows outlets that are currently available for customers to access and frequent, convincing consumers to convert due to the dynamic content’s ability to persuade.
The following example, which shows geotargeting being used for customer engagement, is by S-digital for the Open Championship:
Live calculation tools
Financial services and insurance companies often uses online calculation tools to keep consumers engaged and allow them to check out the value of an offering or their eligibility. This reduces the chance of potential customers bouncing, encouraging interaction with content and triggering decision making – moving them in buying mode.
Here is an example is from Confused.com, which shows their online loan calculator and accompanying call to action:
Follow the crowd
In a similar persuasion tactic to the real-time seat availability information, dynamic content can be used to show how many people are currently looking at a particular product or offer. In the same way that analytics tools can tell you how many people are on your website or viewing your content, this tactic shows the popularity the products or offers customers are browsing.
This delivers social proof, whilst again utilising the persuasive device of FOMO. Whether consumers are in a queue on an online ticket waiting room or viewing hotel options, providing live information about the number of views or recent bookings tempts consumers to follow the crowd and click on CTAs. Here is a prime example from easyJet:
These time-specific persuasion tactics and agile content increase engagement and encourage customers to convert in a way that static content just can’t match. Obviously, it depends on the type of content your business is promoting and the tone of your brand, but to keep up with the competition marketers should employ some of these tactics and look at the tools which can deliver dynamic content to boost conversions and enhance calls to action.
Want to learn more? Grab out Guide to Creating Pesuasive Digital Marketing Copy and Compelling CTAs and start seeing your conversion rate soar!
Enchant is a leading UK digital marketing agency, based in London. Our marketing consultants specialise in email marketing, CRM, paid social advertising and inbound marketing. We help brands reach their full potential with effective customer-centric strategies. Why not get in touch with our experts and see how we can help you supercharge your performance!