Dynamic content refers to web content that changes based on the interactions, behavior, preferences, interests of the user, timing and other parameters that determine what content is delivered to the user. It refers to websites as well as e-mail content and is generated at the moment a user requests a page. Dynamic content is personalized and adapts based on the data you have about the user and on the access time, its goal being to deliver an engaging and satisfying online experience for the visitor. This means that the content of the site may differ for every user because of different parameters. Example:
– Facebook is a site that delivers dynamic content, as every user gets different content based on their friends and social interactions, although the layout stays generally the same.
– An e-mail where the user’s name is retrieved from the database and inserted automatically via HTML text is another example of dynamic content.
Dynamic content vs static content
The content of a website that does not remain constant and changes according to user input is referred to as dynamic content. For instance, in case of a product page, all product details such as Product Name, Price, Quantity, and Description are stored in a database and are fetched when a user is viewing the webpage of a particular product. Therefore, this content is dynamically generated by the CMS and it changes across products.
The content of a website that remains the same across pages is referred to as static content. This could be served from a database as well, but it would be the same across all pages. For instance, the navigation menu, logo of the website, or any other information on the header or footer would not depend on inputs from the visitor. Static content has been the norm ever since the early stages of the internet. This is because it’s much easier to implement than the dynamic text alternative. However, the downside is that static content is highly un-personalized and thus it reduces the performance of the website.
Benefits of Dynamic Content
Although a bit more difficult to set up, dynamic content has some clear benefits: it makes for a more user-friendly experience, it helps increase vital KPIs such as conversions, bounce rate, return visits, it’s seamless and does not mess up the page layout.
- It is personalizable. Every single response can be crafted based on the user’s request or previous visits to the site.
- It is extensible. The scripting languages that power dynamic content can tap into a variety of external resources including the local file system, databases, or other servers.
- It is interactive. Dynamic websites are a two-way street: they provide content to users, and they allow users to submit information back to the server.
- It is seamless. By combining server-side scripts with scripts that run in the browser, websites can load dynamic content over an already-loaded web page without the user being aware of it.
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