#despite being a subscription with lots of annoying features on top of that

[doedipus]

I do find it kind of grating that people on this site love passing around articles about how the youth don't have a very good command of computer systems, but then also never seem to fully understand that it's possible to engage with media (esp music) (yes, legally) outside the context of streaming services, or what that does for you as a consumer. Like, the call is coming from inside the house kiddos.

[ketoxfitposts]

If someone is giving his/her a hundred% to conquer from the load problem and no longer seeing any sort of results than he/she should stop the procedure and must begin the keto food plan if that is not running then he/she has to apply the Keto x Fit. We recognise that you are tired and annoyed from all the procedure that were taken earlier than. And now not losing even the single inch from the fats.

Keto x Fit is absolutely a nutritional complement that states enhance one’s intellectual and physical performance with using the substance beta-hydroxybutyrate (BHB). Beta-hydroxybutrate (BHB) contains ketones, which may be generally released through the liver while you are after a ketogenic weight loss program. They lead the whole frame to start out burning fat as electricity as an opportunity to sugars.

What is Keto x Fit ?

Many supplements are there which are promising that they are too good in loosing weight but nobody is giving you money back coverage . Keto x Fit provides you the money again guarantee so you can easily buy it from any website which substances the Keto x Fit. But supplying you with cash again guarantee is not method that it isn't going to paintings. It'll simply give you the results you want and will truly lose your weight which is bothering you from a longer period of time.

It's far your frame you ought to have the entire control over it. Your weight must not conquer your body. It will eat your overabundance and unwanted fat including daily fat to make power. What’s extra, make your urge for food decrease to support the weight loss, and keep up high-quality body well-being by means of retaining your body and thoughts dynamic during the day.

With absolute confidence,entire body of yours can carry out ketosis itself. But, its crucial to significantly decrease the amount of carbohydrates you eat in food each single day. And, most of the people never need to accept that elaborate about a food regimen or surrender bread. That is why goods like Keto x Fit nutritional supplement began dropping frame weight and keep your confidence.

Elements used in Keto x Fit

The product not most effective use ketones. It also carries Turmeric Curcumin, and Forskolin. There's research on products they paintings to honestly do away with fats. In addition to, in challenge, you furthermore mght do not function a danger of having a long way greater undesirable side consequences. If you are really looking for a instantly ketone formulation, we truly think Keto x Fit supplement is it, as they may be which includes those other elements which might be demonstrated to paintings. So, simply take a try on Keto x Fit drugs today.

•             Sodium and Calcium supplements Beta-Hydroxybutyrate – A 2018 research article published in the Diary of eating regimen and Metabolic method observed that sodium and calcium Beta-Hydroxybutyrate observed a upward thrust in BHB serum amounts, appetite loss, and reduction of food cravings.

•             Magnesium Beta-Hydroxybutyrate – The mineral magnesium has been found to possibly aid in bone power, mind increase, sleep at night time, muscles discomfort, energy and athletic overall performance.

•             Turmeric Circumin – Turmeric Circumin ia used as a calming ingredient.It's far helpul in decreasing aggravation of fats cells. Circumin may additionally purpose quite incessant infection. It is able to lead an character to create contamination that may cause diabetes or coronary heart sickness.

•             Forskonlin – Forskolin assaults on fats cell through growing the ranges of CAMP intracellular.And  of the widely known lipoproteins called lipase and adenosine for loosing unsaturated fat from the frame cells.

Special features of Keto x Fit?

Keto x Fit includes three types of BHB ketone salts -magnesium and sodium, and calcium supplements – which were found to boost bloodstream ketone amounts and mimic what takes place in ketosis when after a ketone weight loss program.

•             Turmeric Circumin  can assist enhance vitality and beautify highbrow emphasis.

•             This product may want to help boom psychological stamina and performance due to improve in ketones.

•             The product promises to be both dairy and gluten completely unfastened.

Facet results of  This Product

In trendy ,lots of additives in the gadget, lesser the capacity danger for undesirable consequences. With no doubt, Keto x Fit drugs appears to be regular. But, the truth that they're  multi feature method triggers us at a few points. We just simply sense first rate and assured that every one those will work with out the want of which causes some form of undesirable aspect impact. As an example, Turmeric Circumin  may cause jitters and different poor results because of Caffeine intake .While you are attempting to lose weight with the help of ketosis, you'll in no way require human beings delivered matters. That's what the purpose we are expressing complete on Keto x Fit weight reduction dietary supplements. Now you need to acquire the top keto weight loss supplement for better outcomes.

Keto x Fit evaluation – the realization

The producer of Keto x Fit statements this products may additionally assistance weight reduction by way of spurring ketosis, that's a metabolic manner that burns unwanted fats thru the consumption of high-fat, remarkable protein, low carb food plan application.

The organization additionally boasts this tool would possibly boom stamina through the BHB and acetoacetate which might be produced for the duration of ketosis.

If the person follows the keto diet even as taking it, this product will most effective be really effective. The health complement will enhance the country of ketosis that this dieter has already done, and allow them to sneak the rare take care of while not having sliding out from ketosis.

Take the supplements on your health practitioner and ensure they’re medically appropriate for you, before you begin this regimen. Even organic factors can be extremely robust and can connect with a few drugs.

Advantages of This supplement

All matters taken into consideration, there are many benefits which show that you have to attempt this weight control supplement

1.            This could start a fats loss manner through starting the ketosis.

2.            Utilizations BHB ketones which are clinically confirmed for weight loss.

Three.   Likewise, stifle the craving of the purchaser.

4.            Reduce the glucose level, by means of halting the glucose introduction.

5.            Hold your body in the course of the day stimulated.

6.            Give you a superior intellectual lucidity.

7.            Makes use of each single not unusual solving.

Is there any Keto x Fit scam?

In no way, the object is legit and effective for weight loss. But yes, you need to privy to the free trial and its subscription application. And sure, there is NO rip-off!

A way to devour

1.Clean Up Your meals intake – You can not anticipate something just like Keto x Fit losing Weight pill to perform the entirety to your weight loss .There is not any weight loss pill that could get you narrow despite the fact that you are taking junk foods. So, try to reduce again on fried ingredients, goodies and energy in wellknown.

2.Start off loosing Even greater – A small issue counts. So,  higher if you take a 10-minute walk at lunchtime or after dinner, that provides up. But, you must be greater reliable. And, you must make moving a first priority. Regardless whilst you are operating with Keto x Fit or  not, workout could be very a good deal mportant for you for my part.

Three.Eat a lot greater Water- it's far encouraged to devour extra amount of  preferred water. Drink water whenever a yearning hits. And, moreover try to assure you are taking water supply all day . This can assist you to manage your craving.

Keto x Fit opinions

On this time infinite individuals are experiencing overweight headaches and simply multiple operating strategies providing them reprieve from this stubborn problem. So, here we are going to speak about an effective weight reduction strategy and complement and that Keto x Fit this follows the keto weight-reduction method and made for faster ketosis impact. Getting more in shape through ketosis is a great notion, yet accomplishing it at your very very own isn’t easy, and there's need guide, and the Keto x Fit can bolster you.

Where to shop for Keto x Fit?

You should purchase this item just through its reliable merchant site. At present you may get Keto x Fit, so hustle just a piece and get it at this second.

[mobileapplicationupdates]

Common Mobile App Development Mistakes To Avoid in 2021

With the invention of smartphones, mobile applications have greatly simplified people's lives. This has led to the mobile apps development company in bangalore industry emerging as the most lucrative of all. Especially with a melee competition between iOS and Android, you can see new applications arriving on the scene every day.

Both game stores have more than 1 million applications each. In such a scenario, companies struggle with each other to create first-hand applications than others. In such a case, it is clear that many common errors occur that are not seen.

Have you ever thought why some applications are better than others even though they are very similar in terms of application?

This is because some apps are perfect in terms of functionality and features, while others are trapped by common bugs.

This differentiates successful applications from unsuccessful ones. After having hands-on experience with both types of applications, I list common mistakes to avoid in your future projects.

Not adapting to market changes

Imagine a mobile application that allows you to make 6-second clips and share your life moments with others. Sounds familiar? No, I am not talking about Instagram, Tik Tok, or Boomerang. I mean Vine.

Vine was a free mobile app founded in 2012 that allowed users to record and share an unlimited number of short looping video clips with a maximum length of six seconds.

it became the fastest growing best mobile app development company India in the world.

Vine was used by actors, singers, and celebrities, but also regular users. Thanks to Vine, many people who are famous celebrities today got their initial fame.

So what went wrong? Ankur Thakkar, Vine's managing editor, said the network did not send anything for a year. So the main problem was that the application stopped following new trends and attracting users, in addition to not developing new functions.

It's critical to adapt your product to market conditions and keep track of your competition. The new functionalities increase the participation and the user experience of the mobile applications.

You can see from the Vine example that even if your product is great and gaining popularity, you need to remember to constantly take care of your top-notch user experience. Failing to adapt to market changes is one of the most common mobile application development mistakes to any avoid.

Have ambiguity about device and operating system compatibility

Providing small details about your proposal can jeopardize the relationship you want to build with your clients. If you avoid specifying your estimates, including iOS development only, for example, your customer can expect costs to include Android.

If it is not intended to work for iPad, it is your responsibility to repair it, free of charge, without deviating from the contract. Now, that can kill the project entirely, regardless of how close the deal is.

Therefore, you must ensure that the contract indicates the version, operating system, and device compatibility.

Have an application that lacks a clear purpose

If your application lacks a purpose, who will it be for? Not having a well-defined purpose to develop an application is the biggest mistake. Too often, apps are created as competitive tools to generate some curiosity just because others are doing it.

However, an mobile app development companies in bangalore without a real reason is not a recipe for more success. It only indicates an infallible failure.

Only when your application responds to some genuine concern can it be successful and rated as useful. When your app is unique and useful, it can serve as a definitive bookmark, especially for loyal users.

Build quality control throughout development cycles rather than leaving it for last. Compare the purpose of the application with the development process and run concurrent tests during development to avoid errors.

Not building an MVP

Making an MVP is a useful idea that can prevent your application from being a fiasco. An MVP or Minimum Viable Product offers you the opportunity to progressively test your product in economic situations, where you have day-to-day users to assess the exposure of the application. It is one of the trends in the mobile application market, used by most of the companies.

With a minimum viable product for startups, you'll spend the leanest assets possible to attract your first users, receive criticism, and understand your target market.

No mobile app monetization

Before spending money, time, and effort to push apps, set aside some work to plan mobile app monetization models. Building an app is one, however, interacting with target people to download apps is an unmistakable game. This is one of the crucial mistakes to avoid when developing an application for business.

There is an important test in the app stores with the argument that numerous applications are downloaded every day. It's pretty much infinite the app will download in case you don't have a solid app getting started plan.

Examine your objective requirements, advance to the app home page, get studies on your app, bundle it, use influencers to increase the promotion of your app, and distribute it effectively across multiple platforms. The implementation of this strategy is also responsible for the trends of the mobile application market in the current scenario.

Complexity

Another common user design mistake includes application complexity when it is difficult for the user to understand the functionality and usability of the application. Similarly, as a designer makes use of the best visual imagination and various color codes to deliver a message, it is also necessary to have a UX list of mobile apps development company India that makes use of significantly fewer steps to reach any other part of the application. When there is a lot of text or a complex flow that puzzles the user, it will cause them to exit the application and go somewhere else.

Spam notifications

Let's be honest about it, getting a lot of notifications from an app is annoying. Yes, you need to communicate with the user via notifications about new feature updates or subscriptions, but you should also refrain from spamming your users. You should try to build a proper balance between being aggressive with notifications and maintaining your presence. Focus on reporting relevant and important information rather than just spamming.

Partner with an inexperienced company for application development needs

This could be the biggest mistake of all those discussed above. Handing over your mobile app development requirements to an inexperienced or inexperienced company can be detrimental to your business. The decision may not only affect your customer base, but also your bottom line.

App development requires deep business understanding, analysis of customer requirements, development and design experience, best testing practices, etc.

Centimeter by centimeter imitation of competitors

When a successful business idea takes the form of an application, it attracts a lot of new competition in the market. There is nothing wrong with taking a page out of your competitor's book, but deciding to imitate your competitor inch by inch can be a huge mistake on your part. You need to instill some new ideas and approaches into the app, and try to bring a fresh experience to your users that none of the competing apps offer. Blind imitation of competitors is one thing, most people end up doing despite knowing that it is a glitch.

Too much feature stuffing

An application created by a reputable application design company should not have too many functionalities and features. If you are loaded with too much stuff, you can end up giving the impression that you are not clear about what you want to present to users. If users do not understand the specific reason for the application, there is a possibility that it will be uninstalled very soon. It is always better to be clear and concise about the content of an application.

Neglecting compatibility with other applications

There will not be just one application on a mobile or smart device, there are many applications installed. Sometimes one is too focused on developing an application that the compatibility factor can slip. If the application is not properly compatible with the rest of the applications or the device, a problem may arise for the user, such as device lag or abrupt closing of applications. If these things happen too much, the user will think carefully about getting rid of your app.

Summarizing…

With many opportunities in mobile app development, you can capitalize on and gain access to your own market, as long as you avoid common mistakes that have not been seen before.

If you have any kind of problem with mobile application development, you can get to know us by completing the following form. We will communicate with you with the smartest solutions that you will praise.

FuGenx is one of the Android application development company India for iPhone app development companies and the best Android apps development companies for devices in Bangalore. We are proud to be one of the iPhone apps development companies India due to our old projects and satisfied customers. Experienced top 10 mobile app development companies india developers who can run your mobile app without bugs or glitches. Contact us at sales@FuGenx.com for a free quote

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[wallpaperpainter]

Ten Things That You Never Expect On Microsoft Remote Desktop Android | microsoft remote desktop android

Microsoft Remote Desktop Beta for Android supports Remote Desktop .. | microsoft remote desktop android

Here are some added apps to addition your productivity!

Price: Free

AndrOpen Appointment is the aboriginal Android anchorage of the accepted OpenOffice. It comes with the abounding apartment of appointment apps, including a babble processor, a spreadsheet function, a presentation app, and a few added things. You additionally get a cartoon app and an blueprint editor (for your spreadseets). There isn’t abundant to allocution about, honestly. It supports best book types you would run into over the advance of your boilerplate activity forth with affluence of added alcove book types. The editors and processors are added than able abundant for best stuff. Plus, it’s absolutely accessible antecedent and free. It does affection billow accumulator abutment for Google Drive, Box.com, Dropbox, OneDrive, and your own claimed accouterments if you accept it. It’s a able chargeless advantage alike if there are a few bugs actuality and there.

Price: Chargeless / Up to $14.99

Docs to Go is an earlier app that’s been about for absolutely some time. However, it’s still accepting new appearance and updates. It has the basics, such as babble processing, spreadsheet editing, and presentation editing. It does an accomplished job of absolution you do these things afterwards too abundant of a setup. The paid adaptation unlocks password-locked files, extenuative to (and loading from) billow accumulator sites, and book syncing with your desktop. It’s not abundant in every situation, but it’s one of the added solid appointment apps.

Price: Chargeless / $1.99-$299.99 per month

Download Microsoft Remote Desktop latest version for Android free – microsoft remote desktop android | microsoft remote desktop android

Google Drive is a admired amid our readers and abounding others. It has a accomplished apartment of appointment apps, including a PDF Viewer, Google Docs, Google Sheets, Google Slides, and, of course, Google Drive. Drive casework as the hub. It’s absolutely aloof a billow accumulator app area you can appearance your files or accomplish new ones. Opening any certificate in your Google Drive will automatically accessible the adapted app. It’s all absolutely chargeless unless you charge to aggrandize your Google Drive space. You get 100GB for $1.99 per ages and affairs ambit up to 10TB for $99.99 per month. This is an accomplished all-in-one band-aid for best simpler use cases.

Price: Chargeless / $6.99-$9.99 per month

Microsoft took its candied time publishing its appointment apps to mobile. They instantly became amid the best already they were. You can download Microsoft Word, Excel, and PowerPoint for free. Best of their functionality is accessible afterwards advantageous a dime. You’ll be able to accessible and save files, use best of the alteration tools, and, more. Those files can by synced to your desktop via OneDrive. You can get an Appointment 365 cable which will alleviate some added features. However, it’s not all-important for the basics.

Price: Free

Microsoft Remote Desktop Beta for Android supports Remote Desktop .. | microsoft remote desktop android

Microsoft Alien Desktop is basically what the name says. It lets you accidentally ascendancy your Microsoft PC from your adaptable device. It takes a bit to set up. You accept to get your PC accessible for alien admission and again affix it with this app. However, afterwards that, you can do basically whatever you want. That includes accessing your appointment software on your absolute computer. It’s a awe-inspiring work-around, but a absolutely accepted one. Chrome Alien Desktop is addition accomplished app that does basically the aforementioned thing. Microsoft Alien Desktop doesn’t assignment able-bodied on Chromebooks absolutely yet, but accumulate an eye out for approaching updates that may add that functionality.

Take a abeyance to analysis out added alarming apps!

Price: Chargeless / $19.99-$29.99

OfficeSuite is a continued time admired for abounding people. The app has afflicted a lot from its aboriginal days. Currently, the developers assume to be transitioning the apartment into article afterpiece to Google Drive or Microsoft OneDrive. That way they accept a billow accumulator band-aid on top of the appointment environment. Best of the basal appearance are accessible in the chargeless adaptation and that’s acceptable news. The paid adaptation allows for PDF scanning, a chantry backpack that’s accordant with Microsoft, a spell checker, and added certificate support. It’s one of the bigger boilerplate appointment apps. It is additionally amid the best expensive. The pro adaptation goes for $19.99 while the bigger pro adaptation runs $29.99. Both are distinct acquittal options and not subscriptions.

Price: Chargeless / $3.99 per ages / $5.99 per month

How to set up a Microsoft Remote Desktop connection on an iOS or .. | microsoft remote desktop android

Polaris Appointment is a lot like OfficeSuite. It acclimated to be a good, simple appointment suite. The app isn’t simple or baby anymore. It does accept a ton of features, including the basics forth with agenda taking, certificate searching, encrypted files, and abutment for assorted formats. That includes PDF and Microsoft documents. The chargeless adaptation is advantageous if you can angle the somewhat annoying adverts. You can additionally get $3.99 and $5.99 per ages subscriptions. That gives you added appearance like the adeptness to use it on added than three accessories forth with added billow storage. The cable models aren’t great, but the chargeless adaptation is still accept for simple being as continued as you don’t apperception adverts.

Price: Free

Quip is one of the newer appointment apps on the list. It’s additionally one of the few chargeless ones. It has a small, but appropriate set of features. That includes the adeptness to coact on abstracts with added people. It comes in the anatomy of a babble that you can use to allocution to bodies while alteration documents. You’ll additionally get a abutment for spreadsheets, cross-device syncing, offline support, and assorted exporting options. It additionally has billow accumulator support. Quip hasn’t been about as continued as added appointment apps, but it’s bigger than abounding of them.

Price: Free

Smart Appointment 2 is addition one of the attenuate chargeless appointment apps. The app acclimated to amount money. However, at some point, they absitively to let it go for free. It comes with all of the basal appearance as you’d expect, including abutment for babble processing, spreadsheets, and presentations. It additionally comes with abutment for Microsoft Appointment abstracts from 2013 and back. You can additionally use it to appearance (and save) PDF files, some angel files, and WMF and EMF book types. The interface is apple-pie and simple. It’s a acceptable advantage for those who don’t charge much.

Price: Chargeless / $29.99 per year

Microsoft Releases (Free) Remote Desktop Client for Android – microsoft remote desktop android | microsoft remote desktop android

WPS Appointment was already alleged Kingsoft Office. Despite the name change, it charcoal one of the best accepted appointment apps on Android. Some of the appearance accommodate examination and converting PDFs, accomplishing the basal being (documents, spreadsheets, presentations), and more. It additionally comes with abutment for wireless printing, abutment for Microsoft book types, and abutment for 46 languages. WPS is amid the best chargeless appointment apps. There is an alternative cable that includes things like billow storage, but it’s not all-important if you use Google Drive or added solutions already.

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[entergamingxp]

For the first time, I’m having fun with Fallout 76 • Eurogamer.net

When I reviewed Fallout 76 at launch, I said it was in desperate need of a hub – a town or a city filled with NPCs. Now, with the release of free update Wastelanders, it’s not just got one city, it’s got two – and a bucketload of NPCs to boot.

The addition of NPCs and all they bring with them – dialogue choices, voice acting, quests and actual story – drags Fallout 76 towards the traditional single-player Fallout experience, and it’s all the better for it. Fallout 76 is improved in pretty much every department just by having other characters in the game world who speak and who are not robots. Even hearing enemy raiders chat while they’re skulking about is refreshing, not because it is a remarkable thing for a Fallout game, but because it is a remarkable thing for Fallout 76. This is the thing about the Wastelanders update: it feels great because Fallout 76 was so bad.

I stuck with Fallout 76 for a month or so after it came out, then dropped off pretty hard. So I dusted off my existing character and entered the post-apocalypse expecting the most significant of refreshes – a relaunch of Fallout 76, really. And to Bethesda’s credit, Wastelanders is it.

Outside the door to Fallout 76 a robot like all the others has some new things to say. It points you in the direction of a couple of human characters – human characters! – who have arrived in Appalachia on the hunt for a mystical treasure housed in a new-found vault. Talking to them took me aback at first, even though I’ve spent hundreds of hours talking to NPCs in other Bethesda games. And what’s this? Fallout 76 lets you pick from multiple lines of dialogue – none of the response wheel rubbish from Fallout 4. And wait! There are SPECIAL checks. Charisma all of a sudden has value in a game that since launch had been mostly about combat and crafting. Even better, there are unique speech checks you can only select if you have a low rating in one of the SPECIAL categories. These lines open up dialogue that’s a lot of fun. Huh. I’m having a lot of fun! It’s almost like I’m playing Fallout 3, or Fallout: New Vegas!

Soon enough I’m at a bar that’s just opened up down the road. The Wayward is run by a wonderfully voice-acted landlady called Duchess who asks for your help in dealing with a raider problem. This is hardly a revolutionary quest setup for Fallout, but for Fallout 76 it’s a breath of fresh air. There are decisions to make, the kind of decisions that actually change how things pan out. There are different ways to complete missions. You can intimidate NPCs into giving you what you want, if your strength is high enough. You can use your intelligence to get your own way. Sometimes your luck will help you out. And yes, charisma is back. Finger guns!

Wastelanders is well-written, too – and at times funny. The ghoul character voiced by the actor who plays Jay in the Jay and Silent Bob films is a lot of fun. I ended up trying to intimidate a robot who thought I was a spirit into giving me an assaultron body because the head of an assaultron asked me to find her a new body (long story). Also, the assaultron is sort of maybe having a weird kind of probably quite painful sexual relationship with a chap who I found lying in a mine. This kind of silliness is what Fallout should be about. It’s retro futuristic black comedy – and Fallout 76 has had none of it outside terminals, holodisks and dusty scraps of paper until now.

Sometimes you get speech checks that are only available if you have a really low rating in a specific SPECIAL. The results are often pretty funny.

This is all a precursor to the new main quest, which revolves around inoculating two new factions from the scorch disease. Foundation is a new hub that has been plonked onto Spruce Knob and let me tell you, walking up to it the first time gave me that tinge of excitement I always get in my belly whenever I discover a new city in a Bethesda game. It’s full of people bashing metal together, sweeping the floor (yes, the toilets are still post-apocalyptic disgusting despite people being around to clean them) and… talking to each other! There’s a kid running about. There’s a guy who’s a layabout. Inside the headquarters I convince one of the settlers, via a luck check, to be my ally, and after I build him a chair at my camp he moves in, giving me a unique quest and plenty of dialogue. The boss of Foundation sets me on an entirely different quest. There’s another chap who offers me work. There’s reputation with the faction to earn. There’s a lot to do, and it’s intoxicating.

Eventually I’ll have to decide whether to side with this Foundation lot or the raider faction who’ve built a city called Crater at the Crashed Space Station. But for now I’m happy keeping both sweet, playing their quests, earning rep and enjoying the novelty of what is, ostensibly at least, a pretty decent Bethesda Fallout experience.

There’s a lot I’ve yet to encounter. I’m not far off getting to the new vault, but I’ve yet to see it. Apparently I can romance an ally, so I’m keeping an eye out for those dialogue options. I haven’t got to the point yet where I have meaningfully experienced the new Gold Bullion system. This new currency, which apparently will end up being the late game caps/time sink, is the ticket to the new endgame gear (the new power armour, that sort of thing). And I’ve only brushed up against the Blood Eagles raiders and the Cult of the Mothman – and by that I mean I ran away as their high-level cronies shot me in the back.

Fallout 76 is actually a game I want to play now, which is something I never thought I’d say after reviewing the thing back in November 2018. Even on the tech side of things the game is much better than it was. I’m not sure if this is something brought about with Wastelanders, but the game runs a lot better on my base PlayStation 4 than it did at launch. There are occasional severe framerate issues, but on the whole it runs okay, and I have yet to encounter a game-breaking bug. This is a win for Fallout 76, as far as I’m concerned.

You can have an ally wander about your camp, now. It’s creepy when they just stand there, watching you sleep…

But I must check myself: there is a novelty here. Wastelanders is the game Fallout 76 should have been at launch, but it still suffers from very serious issues. The combat remains awful. It’s unresponsive and janky and nowhere near as tight as it needs to be for Fallout 76 to be played as a shooter, which, given the awful VATs system, is unavoidable. Most of the time it looks pretty crap. Occasionally I’ll find myself in just the right place at just the right time of day, with the sun casting rays that reflect off a stream, and I’ll think Appalachia scrubs up well. But then I’ll look at an NPC face and throw up in my mouth a bit. Fallout 76’s NPCs have that trademark Bethesda NPC jank, unfortunately. You’ll be talking to one of them and they’ll just dart up or down for no reason. They do not look well. At all.

And you can tell Fallout 76’s NPCs have been sort of Frankensteined into the game somewhat. Meaningful story decisions (let an NPC live or die, sabotage the settlers in favour of the raiders, etc) are confined to small instanced spaces that allow for world changes unique to you as a player. You cannot meaningfully change the world on a wider basis, because of course you can’t. This is an MMO, with lots of players running about the map. You can’t nuke a town Megaton-style because other players need to have access to it at all times. Hilariously, if you actually nuke one of the new cities, which is a thing you can do in Fallout 76, the people inside put on Hazmat suits and continue about their business, sweeping the floors and moaning about the work they’re having to do. Talk about chill.

Foundation is one of a number of new settlements in the game.

And Fallout 76 continues to be at odds with itself because it’s now trying to be a single-player Fallout game but other players are in on it. This is good and bad. While I was out questing a high level character trained a super tough boss character right on top of the house I was trying to get into, just, I presume, to annoy me. Fair enough! This is Fallout, I suppose. But it was also annoying. On the other hand, while I was fussing at my (embarrassingly threadbare) camp, a high level player dropped a paper bag on the ground filled with stimpacks and other supplies. I gave them the heart emoji for that. How lovely! And then, there are some players who are just weird. While I was hanging around outside the Wayward, a player nearby noted, on voice comms no less, that there was a lot of corn around. He then said: “I guess you could say… it’s CORNY! LOL.” Then he left.

Actual humans don’t spoil the successful integration of Fallout 76’s virtual humans, though. And credit where it’s due: Bethesda has stuck with Fallout 76, which suffered one of the most significant launch disasters of this generation, when I suspected it would ditch it. The developer has made some truly baffling decisions with this game. Locking private worlds behind a subscription is even more of a face palm feature now NPCs are in the game. And repair kits, which are used to fix broken weapons and armour (they break a lot), should not be available to buy for real-world money. But adding NPCs was definitely the right call. It means that if you, like me, approach Fallout 76 as a sort of weird single-player Fallout game with the occasional random player jumping about in power armour, it’s actually okay.

Who’d have thought?

from EnterGamingXP https://entergamingxp.com/2020/04/for-the-first-time-im-having-fun-with-fallout-76-%e2%80%a2-eurogamer-net/?utm_source=rss&utm_medium=rss&utm_campaign=for-the-first-time-im-having-fun-with-fallout-76-%25e2%2580%25a2-eurogamer-net

[fortnitegiyn7662-blog]

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[readersforum]

11 of the Best WordPress Popup Plugins

New Post has been published on http://www.readersforum.tk/11-of-the-best-wordpress-popup-plugins/

11 of the Best WordPress Popup Plugins

“Invasive.”

“In your face.”

“Annoying.”

“Disruptive.”

These are probably some of the first words that come to mind when you think of popup forms. But popup forms don’t have to be those things.

Despite their overwhelmingly bad reputation, popups bring conversions. However, high conversion potential is not worth sacrificing user experience. Lucky for you, there’s a way to leverage the high-conversion potential of popups without driving your users crazy (or worse — driving them away.)

(Check out our comprehensive popup forms analysis to learn how to create user friendly popups that don’t suck.)

In this post, we’ll take a look at some WordPress popup plugins to help you create beautiful popup boxes that will grab your visitors’ attention and increase conversions.

But before we dive into the tools, let’s take a look at the features you should keep an eye out for to determine if a plugin is best for your specific needs.

What to look for in a WordPress Popup Plugin

Popup plugins offer a multitude of features — from customization to screen display locations and built-in analytics — but the most important features to watch out for are targeting and trigger options.

Targeting refers to where the popup will appear on your website, and who it will be shown to. Popular ways to target users with popups include page-level targeting, geolocation, device, and traffic source.

Triggers are actions that a user needs to take for the popup to appear. Popular trigger options include page entrance, scroll depth, clicks, time on page, and exit intent.

Having a few popup forms on your WordPress website could boost your lead capturing game. A quick Google search shows that there are many tools to choose from. To help you sort through the clutter and find a tool that moves the needle for your team, we’ll take a look at 11 WordPress popup plugins you should consider below.

Best WordPress Popup Plugins

HubSpot WordPress Plugin

Ninja Popups

Elementor Popups

Sumo List Builder

PopUp Domination

OptinMonster

Icegram

Popup Maker

Bloom Email Opt-Ins

Popups

Popup Builder

1. HubSpot WordPress Plugin

HubSpot’s plugin allows you to connect your WordPress website to your HubSpot account for a seamless integration. Any changes made to your popups in your HubSpot portal will be automatically reflected on your WordPress website, without any extra work on your part.

  HubSpot’s popup tool is highly intuitive and easy to use. You are first prompted to select the type of popup you want (box, banner, or slide-in) and then taken to the customizer where you can edit the text, add an image and relevant form fields, and even design your own thank-you message at the end.

Every contact you capture is automatically added to your free HubSpot CRM account. You can also target users by simply typing in the URL of the page(s) you want your popup to show up on and choose whether you want it to be triggered by a 50% page scroll, exit intent, or time elapsed. And if users decide to dismiss your popup, you can choose when they will be exposed to it again.

All the features in this tool are free.

2. Ninja Popups

Ninja Popups is one of CodeCanyon’s top selling plugins. For $26, you gain access to their drag-and-drop popup builder with over 70 templates and animation effects to choose from.

And if you want more than just forms, Ninja Popups lets you create all kinds of popups, such as video displays and social sharing boxes. Its anti-adblocker technology lets you show your popups even to visitors who use ad blockers. This plugin also offers page-level targeting, and trigger options include scroll depth, time on page, exit intent, and user inactivity.

Although there is no free version, at only $26, Ninja Popups offers some of the most creative freedom for the price.

3. Elementor Popups

Design stunning popups with the popular page builder plugin Elementor and their Popup Builder feature. Elementor Popups uses the same interface as the page builder, allowing you to apply the same widgets and styling options to your popups, like buttons, countdown timers, email opt-in forms, and more. Similarly to many of the other plugins, this one offers a variety of popup forms like fly-ins and full-screen overlays.

With more than 100 beautiful templates to choose from, this popup builder lets you create WordPress specific page targeting options (categories, tags, post formats, etc.) with several triggers to choose from, such as click, time, scroll, inactivity, and exit intent.

This plugin does not come with built-in analytics or A/B split testing. And while the Elementor page builder plugin is free to use, this popup builder is only available when you purchase the pro version, which costs $49 for one website, and up to $199 for unlimited sites.

4. Sumo List Builder

Sumo is more than just a popup form builder. On top of growing your email list, this plugin also helps with your social media, link building, and site analytics. The app has a module called List Builder, which allows you to create popups. You can set you popups to show up according to traffic source or different triggers such as clicks, time on page, exit intent and scroll depth.

Though this plugin comes with a free version, only one template is available in the free tier and you’ll need to upgrade to remove the Sumo branding. Premium plans start at $29/month, which puts Sumo on the more expensive side compared to other popup plugins.

5. PopUp Domination

PopUp Domination is one of the oldest popup tools out there. However, this hasn’t stopped them from making the right updates to stay competitive on the market. Its visual interface still makes it fairly easy to customize one of the 100+ pre-built templates available. This plugin lets you show your popup to different users based on time on page, user inactivity, exit intent, clicks, total time on website, and mouse hover. On top of page-level targeting, more advanced targeting options include geolocation, traffic source, and device.

PopUp Domination has an interesting pricing structure. Each tier grants you access to all the features: unlimited domains and popups, A/B testing, live chat support, and more. Instead of being charged to have access to more features, you’re charged based on the number of total views your popups get across all of your websites. If you want to use your popups on many websites that have low traffic, PopUp Domination might be a good solution. However, if you have very few sites with high traffic volumes, this may not be the best option for you.

6. OptinMonster

OptinMonster was one of the firsts to popularize the use of popup forms in the marketing space. Its drag-and-drop feature makes it highly easy to use. You can choose from a variety of pre-built templates or create your own popup from scratch. Their Canvas feature allows you to create any type of popup (not just forms!) with the use of custom HTML/CSS and WordPress shortcodes.

Small Success is another unique feature that lets you display different offers to people who have already converted on one of your popups so you won’t annoy your visitors by showing them forms they’ve already signed up for. You gain access to plenty of triggers, such as exit intent, time on page, user inactivity, clicks, as well as many advanced targeting options like new vs returning visitor, cookie, geolocation, device, adblock usage, and more.

The main drawback with this plugin is that there is no free version. Plans start at $9/month, but you will need to upgrade to a higher tier for the more advanced features like A/B testing and exit intent.

7. Icegram

If you’re looking for a more native option, Icegram lets you create popups right from the WordPress dashboard, thought its text-based interface makes it slightly less user friendly than most. Icegram’s trigger options include time on page, exit intent, user inactivity, clicks, and time delay. Targeting options include page, user retargeting, device, and geolocation.

This plugin offers a fair amount of value for free, but to access more functionalities, you will want to upgrade. Premium plans start at $97/year.

8. Popup Maker

Popup Maker offers a lot of flexibility in terms of what you can build. In addition to opt-in forms, you can create cookie notices, video lightboxes, notification boxes, etc.

A big draw of this plugin is its WooCommerce integration, which lets you target users based on their shopping cart items, purchase data, and more. However, this plugin’s lack of a visual editor makes it less friendly to use.

You can use Popup Maker for free, but for more functionality, individual extensions can be purchased starting at $35 each, or get the full extension bundle for $16/month.

9. Bloom Email Opt-Ins

Provided to you by the devs at Elegant Themes (authors of the popular Divi theme), Bloom comes with over 100 templates to customize and lets you create a variety of forms on top of popups, including widgets, inline boxes, and optin lockers which you can use for gated content. Along with basic page targeting, this plugin contains unique trigger options — for example, make a popup appear after a user has left a comment on your page or after a user has made a purchase.

Despite its high-quality templates and beautiful dashboard, Bloom lacks a lot of the advanced features other plugins offer like an exit intent trigger option, and it doesn’t have a visual customizer.

Because this plugin comes from Elegant Theme, you can only access it by purchasing an Elegant Theme subscription, which costs $89/year or $249 for lifetime support and updates. This subscription also gives you access to 87 premium themes and 2 other plugins. But if all you’re looking for is a popup plugin, this may not be worth the investment.

10. Popups

Popups offers WordPress specific targeting options, using AND/OR rules and criteria such as page, referrer, user activity and logged-in status, and device. Trigger options include timing, scroll depth, exit intent, and specific page elements. Popups is also compatible with many form plugins, but those integrations need to be configured using AJAX.

This plugin starts free, but for more functionality, you can purchase a single-site license for $39.

11. Popup Builder

Popup Builder lets you insert any type of content into your popups and create custom animation effects. It offers features like automatic closing, user retargeting, and time delay triggers, as well as integrations with email service providers MailChimp and AWeber.

While this plugin can be used for free, just like Popup Maker, you will need to purchase extensions for additional functionality. Individual extension prices vary between $5 and $15, but you can get the full bundle starting at $49/month.

Choose whichever plugin fits your needs the best.

There are endless options when it comes to WordPress popup tools.

If you’re looking for a quick and easy way to collect user information and convert leads, check out HubSpot’s free form popup WordPress plugin. Installing the plugin will automatically connect your demand capture tools to the free HubSpot CRM so you can easily create follow-up emails for people who have filled out your form, track their activity on your site, and manage your leads all in one place.

[lucyariablog]

The Art of the Cart: How Retail Brands Can Cash in on Content Marketing

Do you remember where you were on July 11, 2017 – a seemingly random Tuesday in the middle of summer?

If I were to venture a guess, I would say there’s a good chance you spent at least part of your day taking advantage of retail giant Amazon’s one-day shopping extravaganza, Prime Day. According to Amazon, it was the company’s biggest sales day in its history, with tens of millions of customers making purchases in nearly every retail category imaginable. To put that in perspective, Amazon sold more items on Prime Day than it did on Black Friday and Cyber Monday – combined. That’s a lot of shopping carts to ring up!

As the world’s third-largest retailer, Amazon has grown to the point where its inventory practically sells itself. But the brand also has a range of branded content products and technologies it’s developed to speak (literally) on its behalf such as its Echo digital device, its Prime streaming entertainment service, and its digital Dash buttons.

Though Prime Day represents a major benefit for deal-seeking consumers and Amazon’s retail partners alike, it also serves to highlight some of the big content challenges faced by all retail industry marketers – whether their operations are online, brick-and-mortar stores, or a combination.

Let’s look at a few of those challenges, as well as some top content opportunities marketers in this sector should be exploring to remain competitive in the face of the great Amazonian conqueror.

Marketing cost containment is critical

With the cost of goods constantly rising, profit margins in this industry can be razor-thin, which means retail brands need to be highly strategic when it comes to their marketing budget and content team’s resources.

Complicating the matter is retail’s shorter sales cycles and lower customer lifetime values as compared to high-consideration purchases like automobiles or technology solutions. That can make it tougher for marketers in this segment to get the necessary buy-in for the kind of long-term commitment required for successful content marketing.

Fortunately, content marketing’s overall cost-efficiency makes it a highly accessible technique for retail brands at any budget level. Casandra Campbell, content marketer lead at Shopify and managing editor of the Shopify e-commerce blog, points out that content marketing can even help retail brands to decrease paid-traffic customer acquisition costs (CACs) and build more sustainable businesses. “Using tactics like blogging, you can create warm traffic to remarket to later, with a much lower CAC than cold traffic,” she says.

#Contentmarketing can help #retail brands decrease paid customer acquisition costs. @Casandra_Camp #CMWorld Click To Tweet

Despite content’s significant value proposition, Casandra still finds many merchants relying too much on paid advertising to drive their traffic and sales, which she sees as problematic on several levels. “As more and more businesses start up, ad space becomes more and more competitive and, as a result, more and more expensive. On top of the placement costs, digital advertising also typically requires considerable oversight and ongoing optimization to maintain success over the long term,” she says.

Competition is getting tighter

Speaking of competition, retail happens to be one of the most dynamic of industry verticals, with new businesses constantly entering (and exiting) the market and plenty of disruptors looking to change the game entirely. Consider how crowdfunding services like Kickstarter have reshaped the way retail products are being brought to market or how explosive the subscription commerce category has become over the last few years. Hitwise research found that “sub-box” sites received 21.4 million visits in January 2016 alone – a growth rate of 3,000 percent in three years. To put that in perspective, the Hitwise study reported that visits to its top 500 online retail sites increased by only 168% in that same time.

#Hitwise research found visits to sub-box sites had a growth rate of 3,000% in 3 years via @Connexity. #retail Click To Tweet

All this extra competition is making it increasingly difficult for retail brands to stand out and get discovered by potential buyers – both the products/ services they sell and the content they create. Not to mention time is always of the essence, considering retail purchases are highly subject to impulsive consumer decision-making. To attract the right consumers at the right time –and translate their initial engagement into quantifiable conversions – brands in this space need to look for ways to get more creative in their content ideation, more inventive in how they deliver that content, and more responsive to the customer’s needs and preferences throughout the content experience they provide.

#Retail brands must be more creative & innovative w/ content to attract consumers at right time. @Joderama Click To Tweet

HANDPICKED RELATED CONTENT: Excellence in Content Marketing: Be Inspired by Some of our Judges’ Favs

Context can conquer all

According to Deloitte’s 2017 Retail, Wholesale, and Distribution Industry Outlook report, consumers’ expectations are high when it comes to identifying the products they want, finding the best prices for those goods, and getting their orders fulfilled in the most convenient ways possible. “Using just a few taps and swipes, many shoppers now expect products to be delivered to their door in record time, at a competitive cost, often with free shipping and returns,” the report notes.

This desire for instant gratification with zero friction is driving an increased need for marketers to offer location-based and context-specific content that makes it easier for customers to find, compare, and select the best product for their needs – no matter where or when they decide to shop.

As Casandra says, “As commerce becomes more and more contextual, the number of places shoppers can check out – such as within a blog post via a ‘buy button’ – is increasing. Content is an excellent tool for taking advantage of this shift, and retailers are particularly primed for this opportunity because consumers are more likely to buy retail products the moment they discover them.”

Consumers are more likely to buy #retail products the moment they discover them, says @Casandra_Camp. #CMWorld Click To Tweet

Retail brands can deliver a satisfying discovery-driven experience by leveraging interactive tools and technologies in their content. For example, facial recognition technology and augmented reality overlays make it possible for marketers to offer virtual dressing rooms that enable consumers to “try before they buy” for products like clothing or cosmetics. These versatile techniques also can be used to build a bridge between the online and in-store experience: For example, the Sephora Virtual Artist tool lets users upload a selfie and virtually try on a new lipstick or eye shadow color. If they like what they see, they can buy it directly through the company’s app or save the selection for when they visit one of its retail stores.

#Retail brands can deliver discovery-driven experience by leveraging interactive tools in content. @joderama Click To Tweet

Interact, but don’t intrude

According to the Deloitte report, customers more often seek personalized brand interactions and engagements. Retailers can supply that by applying the right consumer insights in the right place and at the right time. “Market campaigns and trade promotions likely need to be highly relevant, in-moment, and in alignment with a customer’s current life cycle,” according to Deloitte.

Customers more often seek personalized brand interactions & engagements via @DeloiteTouche. #Retail Click To Tweet

Of course, this requires a robust set of behavioral insights, which is why Casandra is a strong proponent of tracking and measuring every piece of customer data your content can help you generate. “You never know which data will provide great insights down the road. The more you can accurately measure performance, the easier it will be to iterate and scale your content marketing in a positive way,” she says.

Yet, retailers also need to be careful not to get too familiar with the consumers whose behaviors they track, lest they become labeled as annoying intruders in the audience’s social conversations or worse – an unwelcome invader of their privacy.

Marketers can strike a good balance in this respect with artificial intelligence tools like mobile or online virtual agents and chatbots. These services typically do not require consumers to divulge personally identifiable information, yet still give them access to on-demand advice that directly addresses their questions or concerns. And because AI tools like these are always “on the clock,” they can deliver a more immediate response, and serve more customers at the same time than many human customer service teams can handle via other channels like social media messaging, email, and web-based inquiries.

Chatbots let marketers strike a balance b/n helpful customer service and invasion of privacy, says @Joderama Click To Tweet

HANDPICKED RELATED CONTENT: How Adidas Creates Moments of Relevance

Selling your brand benefits through content

To inspire retail brands to take greater advantage of the benefits of content marketing, here are a few of my favorite content examples from businesses both large and small:

The Brewing Network

Not only does the Hop Grenade Taproom & Bottle Shop in Concord, Calif., create a ton of craft beer-centric content for its website, it also built a broadcast studio on its premises. It records live-streaming radio, podcasts, and videos featuring professional and home brewers from around the globe. Operating under the name The Brewing Network, this multimedia resource regularly produces as many as eight shows on various beer-related topics, quenching its audience’s thirst for craft brews and how-to insight alike, while driving increased traffic to its restaurant and retail operation.

HANDPICKED RELATED CONTENT: How REI Is Unlocking the Power of Long-Form Video

Hello Fresh Flavour Generator

Meal kit delivery services have become a booming segment of the growing subscription commerce industry. They are hot commodities, indeed; but with so many similar services on the market, it’s also difficult for these retailers to distinguish themselves from their competition. U.K. retailer HelloFresh is rising to this challenge with its Flavour Generator. This interactive content tool lets consumers select the flavors and ingredients they are in the mood for and then sends them meal ideas along with easy-to-follow recipes to prepare on their own – whether or not they choose to order the HelloFresh meal kit version.

Walmart World

For retail brands, getting employees to “drink your Kool-Aid” can be an invaluable source of evangelism for products and your content marketing initiatives. The workforce engages in what’s happening with your business when they have a personal stake in the brand’s content. Walmart accomplishes this in spades with its Walmart World internal publication. To create this content, Walmart’s marketing team puts out a monthly request for story ideas from employees. An associate-team expert panel then surfaces additional topics, suggests on-the-job tips to share, and gathers sources, quotes, and other feedback to help ensure that the articles have as wide an appeal – and readership – as possible.

HANDPICKED RELATED CONTENT: Convert Your Most Vital (and Most Ignored) Audience Into Brand Ambassadors

Lowe’s At Home With Copper

Lowe’s created its At Home with Copper content campaign as a companion to its Creative Ideas spring 2016 edition. The print magazine includes beautiful imagery on using the copper-pipe products available at Lowe’s to produce on-trend décor, while full project material lists, assembly instructions, video tutorials, and how-to tips were shared on Lowe’s website, its mobile app, and in its e-newsletters to subscribers. Through this immersive, 360-degree content experience, Lowe’s provided consumers with compelling reasons to spend their home improvement money at its stores, project ideas to inspire them to action, and the tools and confidence to complete the job successfully.

John Varvatos’ shoppable videos

When menswear brand John Varvatos debuted its spring 2016 collection, a traditional look book wasn’t enough. The collection was accompanied by a “shoppable” video powered by Cinematique, a platform that enables “touchable” video. As customers watched the video, they could click or tap on the items worn by the models. When the video ended, everything clicked or tapped appeared in a tab to the right. Customers could view product information, click a buy-now button and be sent to the item on the John Varvatos website. The immediacy of campaigns like this helps turn consumer interest into sales at the moment of discovery, striking while the iron is hot, so to speak.

.@Cinematique uses “touchable” video to help turn interest into sales at the moment of discovery. @joderama Click To Tweet

John Lewis’s Buster the Boxer

U.K. department store John Lewis has become legendary for its annual holiday videos, and its most recent entrée didn’t disappoint. Though the heartwarming story of multiple species of animals peacefully co-exploring a shared passion certainly resonated with the audience, it was John Lewis’s efforts to extend the story in multiple ways – in-store, online, and in real life – that really delivered joy. And to top off the company’s video gift to its fans, the company pledged to donate 10% of sales of a related series of toys to The Wildlife Trusts to help protect and restore the U.K.’s wildlife and natural habitats.

Plan your tactics under a unified purpose

Regardless of the content types, channels, and technological features your brand chooses, Casandra emphasizes the need for retail and e-commerce marketers to stay focused on the big picture – i.e., how all your content efforts tie together, and how they align with your enterprise’s other efforts to drive business success.

“Creating a single piece of content, like a Facebook video, is great; but what’s better is fitting that content into a broader, more cohesive digital strategy,” she says.

Want more insights, ideas, and examples on how your retail brand can leverage content marketing to its best advantage? Register to attend the Retail and E-Commerce Lab at Content Marketing World 2017.

Cover image by Joseph Kalinowski/Content Marketing Institute

The post The Art of the Cart: How Retail Brands Can Cash in on Content Marketing appeared first on Content Marketing Institute.

from http://contentmarketinginstitute.com/2017/08/retail-brands-content-marketing/

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The Art of the Cart: How Retail Brands Can Cash in on Content Marketing

Do you remember where you were on July 11, 2017 – a seemingly random Tuesday in the middle of summer?

If I were to venture a guess, I would say there’s a good chance you spent at least part of your day taking advantage of retail giant Amazon’s one-day shopping extravaganza, Prime Day. According to Amazon, it was the company’s biggest sales day in its history, with tens of millions of customers making purchases in nearly every retail category imaginable. To put that in perspective, Amazon sold more items on Prime Day than it did on Black Friday and Cyber Monday – combined. That’s a lot of shopping carts to ring up!

As the world’s third-largest retailer, Amazon has grown to the point where its inventory practically sells itself. But the brand also has a range of branded content products and technologies it’s developed to speak (literally) on its behalf such as its Echo digital device, its Prime streaming entertainment service, and its digital Dash buttons.

Though Prime Day represents a major benefit for deal-seeking consumers and Amazon’s retail partners alike, it also serves to highlight some of the big content challenges faced by all retail industry marketers – whether their operations are online, brick-and-mortar stores, or a combination.

Let’s look at a few of those challenges, as well as some top content opportunities marketers in this sector should be exploring to remain competitive in the face of the great Amazonian conqueror.

Marketing cost containment is critical

With the cost of goods constantly rising, profit margins in this industry can be razor-thin, which means retail brands need to be highly strategic when it comes to their marketing budget and content team’s resources.

Complicating the matter is retail’s shorter sales cycles and lower customer lifetime values as compared to high-consideration purchases like automobiles or technology solutions. That can make it tougher for marketers in this segment to get the necessary buy-in for the kind of long-term commitment required for successful content marketing.

Fortunately, content marketing’s overall cost-efficiency makes it a highly accessible technique for retail brands at any budget level. Casandra Campbell, content marketer lead at Shopify and managing editor of the Shopify e-commerce blog, points out that content marketing can even help retail brands to decrease paid-traffic customer acquisition costs (CACs) and build more sustainable businesses. “Using tactics like blogging, you can create warm traffic to remarket to later, with a much lower CAC than cold traffic,” she says.

#Contentmarketing can help #retail brands decrease paid customer acquisition costs. @Casandra_Camp #CMWorld Click To Tweet

Despite content’s significant value proposition, Casandra still finds many merchants relying too much on paid advertising to drive their traffic and sales, which she sees as problematic on several levels. “As more and more businesses start up, ad space becomes more and more competitive and, as a result, more and more expensive. On top of the placement costs, digital advertising also typically requires considerable oversight and ongoing optimization to maintain success over the long term,” she says.

Competition is getting tighter

Speaking of competition, retail happens to be one of the most dynamic of industry verticals, with new businesses constantly entering (and exiting) the market and plenty of disruptors looking to change the game entirely. Consider how crowdfunding services like Kickstarter have reshaped the way retail products are being brought to market or how explosive the subscription commerce category has become over the last few years. Hitwise research found that “sub-box” sites received 21.4 million visits in January 2016 alone – a growth rate of 3,000 percent in three years. To put that in perspective, the Hitwise study reported that visits to its top 500 online retail sites increased by only 168% in that same time.

#Hitwise research found visits to sub-box sites had a growth rate of 3,000% in 3 years via @Connexity. #retail Click To Tweet

All this extra competition is making it increasingly difficult for retail brands to stand out and get discovered by potential buyers – both the products/ services they sell and the content they create. Not to mention time is always of the essence, considering retail purchases are highly subject to impulsive consumer decision-making. To attract the right consumers at the right time –and translate their initial engagement into quantifiable conversions – brands in this space need to look for ways to get more creative in their content ideation, more inventive in how they deliver that content, and more responsive to the customer’s needs and preferences throughout the content experience they provide.

#Retail brands must be more creative & innovative w/ content to attract consumers at right time. @Joderama Click To Tweet

HANDPICKED RELATED CONTENT: Excellence in Content Marketing: Be Inspired by Some of our Judges’ Favs

Context can conquer all

According to Deloitte’s 2017 Retail, Wholesale, and Distribution Industry Outlook report, consumers’ expectations are high when it comes to identifying the products they want, finding the best prices for those goods, and getting their orders fulfilled in the most convenient ways possible. “Using just a few taps and swipes, many shoppers now expect products to be delivered to their door in record time, at a competitive cost, often with free shipping and returns,” the report notes.

This desire for instant gratification with zero friction is driving an increased need for marketers to offer location-based and context-specific content that makes it easier for customers to find, compare, and select the best product for their needs – no matter where or when they decide to shop.

As Casandra says, “As commerce becomes more and more contextual, the number of places shoppers can check out – such as within a blog post via a ‘buy button’ – is increasing. Content is an excellent tool for taking advantage of this shift, and retailers are particularly primed for this opportunity because consumers are more likely to buy retail products the moment they discover them.”

Consumers are more likely to buy #retail products the moment they discover them, says @Casandra_Camp. #CMWorld Click To Tweet

Retail brands can deliver a satisfying discovery-driven experience by leveraging interactive tools and technologies in their content. For example, facial recognition technology and augmented reality overlays make it possible for marketers to offer virtual dressing rooms that enable consumers to “try before they buy” for products like clothing or cosmetics. These versatile techniques also can be used to build a bridge between the online and in-store experience: For example, the Sephora Virtual Artist tool lets users upload a selfie and virtually try on a new lipstick or eye shadow color. If they like what they see, they can buy it directly through the company’s app or save the selection for when they visit one of its retail stores.

#Retail brands can deliver discovery-driven experience by leveraging interactive tools in content. @joderama Click To Tweet

Interact, but don’t intrude

According to the Deloitte report, customers more often seek personalized brand interactions and engagements. Retailers can supply that by applying the right consumer insights in the right place and at the right time. “Market campaigns and trade promotions likely need to be highly relevant, in-moment, and in alignment with a customer’s current life cycle,” according to Deloitte.

Customers more often seek personalized brand interactions & engagements via @DeloiteTouche. #Retail Click To Tweet

Of course, this requires a robust set of behavioral insights, which is why Casandra is a strong proponent of tracking and measuring every piece of customer data your content can help you generate. “You never know which data will provide great insights down the road. The more you can accurately measure performance, the easier it will be to iterate and scale your content marketing in a positive way,” she says.

Yet, retailers also need to be careful not to get too familiar with the consumers whose behaviors they track, lest they become labeled as annoying intruders in the audience’s social conversations or worse – an unwelcome invader of their privacy.

Marketers can strike a good balance in this respect with artificial intelligence tools like mobile or online virtual agents and chatbots. These services typically do not require consumers to divulge personally identifiable information, yet still give them access to on-demand advice that directly addresses their questions or concerns. And because AI tools like these are always “on the clock,” they can deliver a more immediate response, and serve more customers at the same time than many human customer service teams can handle via other channels like social media messaging, email, and web-based inquiries.

Chatbots let marketers strike a balance b/n helpful customer service and invasion of privacy, says @Joderama Click To Tweet

HANDPICKED RELATED CONTENT: How Adidas Creates Moments of Relevance

Selling your brand benefits through content

To inspire retail brands to take greater advantage of the benefits of content marketing, here are a few of my favorite content examples from businesses both large and small:

The Brewing Network

Not only does the Hop Grenade Taproom & Bottle Shop in Concord, Calif., create a ton of craft beer-centric content for its website, it also built a broadcast studio on its premises. It records live-streaming radio, podcasts, and videos featuring professional and home brewers from around the globe. Operating under the name The Brewing Network, this multimedia resource regularly produces as many as eight shows on various beer-related topics, quenching its audience’s thirst for craft brews and how-to insight alike, while driving increased traffic to its restaurant and retail operation.

HANDPICKED RELATED CONTENT: How REI Is Unlocking the Power of Long-Form Video

Hello Fresh Flavour Generator

Meal kit delivery services have become a booming segment of the growing subscription commerce industry. They are hot commodities, indeed; but with so many similar services on the market, it’s also difficult for these retailers to distinguish themselves from their competition. U.K. retailer HelloFresh is rising to this challenge with its Flavour Generator. This interactive content tool lets consumers select the flavors and ingredients they are in the mood for and then sends them meal ideas along with easy-to-follow recipes to prepare on their own – whether or not they choose to order the HelloFresh meal kit version.

Walmart World

For retail brands, getting employees to “drink your Kool-Aid” can be an invaluable source of evangelism for products and your content marketing initiatives. The workforce engages in what’s happening with your business when they have a personal stake in the brand’s content. Walmart accomplishes this in spades with its Walmart World internal publication. To create this content, Walmart’s marketing team puts out a monthly request for story ideas from employees. An associate-team expert panel then surfaces additional topics, suggests on-the-job tips to share, and gathers sources, quotes, and other feedback to help ensure that the articles have as wide an appeal – and readership – as possible.

HANDPICKED RELATED CONTENT: Convert Your Most Vital (and Most Ignored) Audience Into Brand Ambassadors

Lowe’s At Home With Copper

Lowe’s created its At Home with Copper content campaign as a companion to its Creative Ideas spring 2016 edition. The print magazine includes beautiful imagery on using the copper-pipe products available at Lowe’s to produce on-trend décor, while full project material lists, assembly instructions, video tutorials, and how-to tips were shared on Lowe’s website, its mobile app, and in its e-newsletters to subscribers. Through this immersive, 360-degree content experience, Lowe’s provided consumers with compelling reasons to spend their home improvement money at its stores, project ideas to inspire them to action, and the tools and confidence to complete the job successfully.

John Varvatos’ shoppable videos

http://ift.tt/2uksubX

When menswear brand John Varvatos debuted its spring 2016 collection, a traditional look book wasn’t enough. The collection was accompanied by a “shoppable” video powered by Cinematique, a platform that enables “touchable” video. As customers watched the video, they could click or tap on the items worn by the models. When the video ended, everything clicked or tapped appeared in a tab to the right. Customers could view product information, click a buy-now button and be sent to the item on the John Varvatos website. The immediacy of campaigns like this helps turn consumer interest into sales at the moment of discovery, striking while the iron is hot, so to speak.

.@Cinematique uses “touchable” video to help turn interest into sales at the moment of discovery. @joderama Click To Tweet

John Lewis’s Buster the Boxer

U.K. department store John Lewis has become legendary for its annual holiday videos, and its most recent entrée didn’t disappoint. Though the heartwarming story of multiple species of animals peacefully co-exploring a shared passion certainly resonated with the audience, it was John Lewis’s efforts to extend the story in multiple ways – in-store, online, and in real life – that really delivered joy. And to top off the company’s video gift to its fans, the company pledged to donate 10% of sales of a related series of toys to The Wildlife Trusts to help protect and restore the U.K.’s wildlife and natural habitats.

Plan your tactics under a unified purpose

Regardless of the content types, channels, and technological features your brand chooses, Casandra emphasizes the need for retail and e-commerce marketers to stay focused on the big picture – i.e., how all your content efforts tie together, and how they align with your enterprise’s other efforts to drive business success.

“Creating a single piece of content, like a Facebook video, is great; but what’s better is fitting that content into a broader, more cohesive digital strategy,” she says.

Want more insights, ideas, and examples on how your retail brand can leverage content marketing to its best advantage? Register to attend the Retail and E-Commerce Lab at Content Marketing World 2017.

Cover image by Joseph Kalinowski/Content Marketing Institute

The post The Art of the Cart: How Retail Brands Can Cash in on Content Marketing appeared first on Content Marketing Institute.

The Art of the Cart: How Retail Brands Can Cash in on Content Marketing syndicated from http://ift.tt/2maPRjm

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5 Ways To Boost Conversions With Dynamic Content

Tailoring the online experiences of customers to best fit their needs and preferences is the ultimate goal of most new technologies that shape the online marketing landscape today. Indeed, it’s only recently that we have developed the capacity to adapt websites to the broader context of a user session, or individual viewing experiences. While often times words like personalization and recommendations are associated with such techniques, at their core, these technologies are about changing and displaying content dynamically, based on user signals, in order to provide them with just the incentives they need to engage in business with you (by popular term, convert), or at least take steps in this direction.

Dynamic content increases conversions by making the customer experience more relevant and intuitive. Many of these techniques work by reducing the amount of unnecessary and redundant information delivered to visitors, therefore eliminating friction and/or by presenting users with the logical next step in their customer lifecycle or discovery process.

It is important to note that while not all of the tools and technologies listed below require advanced data analytics capabilities, usually they do require a well maintained and structured, centralized customer database. Therefore, dynamic content solutions oftentimes:

are integral parts, extensions, or plugins of a CRM

are connected to a CRM through an API

assemble separate databases, which may or may not be integrated with a central CRM, and collect user data on their own (grouped by cookies, or used ids for user identification)

Below, I’ll outline 5 general ways in which dynamic content can be used on a website to increase conversions by creating a smoother, more intuitive, and more relevant UX.

1. Personalized, and Data-Driven Recommendations

Recommendation engines received a lot of attention in recent years, largely in relation to the practices of Amazon, Netflix, and other giant corporations that make personalized content and user journeys central elements of their services. Just how central? Well, Netflix recently estimated that their recommender system is worth a yearly $1 billion to the company and they were also the ones to initiate the legendary $1 million Netflix Prize back in 2006, the most important data science competition ever.

Also, Amazon’s “recommendation box” creates the sense that they, in fact, want to consciously guide users through their buyer’s journeys from product discovery to checkout by showing them relevant content at each stage along the way.

Contrary to popular belief, recommender systems are not limited to the world of eCommerce. They can power personalization on content portals, as well as dating platforms, and travel sites. As a rule of thumb, if your website sells or features a lot of anything, there’s a good chance that your business can benefit from implementing a recommender system.

You can look at recommendation engines as the “brains” behind dynamic content solutions. The most widely used and most advanced general recommendation method is called “collaborative filtering”, which, at its core is an algorithmic approach to capture preference or taste information on many users by collecting and analyzing behavioral information on them. In practice this means “Others who viewed this, also viewed…” recommendations. The benefit here is that you can be sure that the recommendations are going to represent the actual habits and preferences of your users, and are not displayed based on arbitrary, hard-coded criteria. Amazon was the first to implement this method at scale in eCommerce (they’ve filed their initial patent in 1999).

As you can see on the screenshot above, according to these recommendations, I was checking out obscure European literature on desktop and more professional sorts of books in the Kindle Store. However, these are not merely the items I was looking at, but items that were looked at by those people, who were also interested in the same books as me (sounds complicated, but there’s no easier way to put it, and it captures the basic idea of collaborative filtering well).

Nowadays, the underlying technologies of recommender systems are becoming more and more polished, both technically and in terms of possible business applications. With the proliferation of SaaS solutions in the field, more and more businesses can leverage the power of recommendation systems. There are 3 general types of such tools, based on the depth and resource-heaviness of the integration and also the costs involved:

eCommerce engine add-ons, plugins

These are the easiest to integrate and also the cheapest types of solutions out there. Recommender system plugins are available for all major eCommerce platforms (Magento, Woocommerce, PrestaShop, Shopify, OpenCart, etc.) The benefit of these services is the ease of installation and the reliability.

Self-Service Systems

These types of systems are DIYs as well, however, as they’re not platform-specific, integration can be a bit more complicated but still doable without considerable development resources.

Custom Developed/Integrated Systems

Custom developed and integrated solutions are the most resource heavy recommender systems, but obviously the most versatile and effective as well. Custom integrated third party solutions can cost anywhere from a few hundred dollars to $50,000 a month, respectively. Implementing a self-developed recommendation engine, however, is no easy (nor cheap) venture, and unfortunately, it is also one that many companies underestimate, despite the warnings. This short article gives a great overview of why implementing a recommender system for your business is the wrong choice, in the vast majority of cases (even eBay acquired a recommender system company for $80 million instead of developing their own when they needed one back in 2011).

2. Enhancing Site Search with Dynamic Content

The advances in search technologies in the past couple of years had a huge impact on how we interact with digital interfaces. Search is becoming a more and more prominent element of navigation, and as an effect, the quality of your site search can have a huge impact on your conversion rates. There are several tricks for turning your search into a conversion tool (this article lists several excellent tips on how to make and eCommerce site search convert better).

Dynamic content has the potential to conversion-optimize your site search as well. On top of autocomplete, and autocorrect features, user behavioral information can also be utilized in this domain.

Dynamic Content In and Around the Search Box

If you sell limited types of goods, recommending products or categories directly to search terms can speed up the discovery process significantly, as visitors can jump to the item they’re interested in right from the search bar, rather than having to browse through the listing page and perhaps several other item pages as well. However, in the case of stores where item stock and portfolio are huge and change rapidly, more general search recommendations are a better fit.

On Alibaba, for instance, the extremely large amount of listings calls for a solution that does not guide users directly to products, but rather helps them complete, and narrow down their searches.

You can see that on top of recommending popular search phrases, hovering over any of these displays a list of the most often used, further filter keywords for the phrase itself. This helps visitors to narrow the scope of their searches, and also uses behavioral data, as the additional filters are displayed based on user interactions (popularity).

Listing Page Reordering

Reordering items on the search listing pages is also a great way to streamline the customer journey. This can be done based on personal click and purchase histories, as well as item popularity. While the former has its obvious benefits, popularity, as a ranking factor is not to be sneezed at, despite its simplicity. Just consider, to what extent Pareto’s rule in marketing, which states that 80% of your sales come from 20% of your products, holds true to your business.

3. Dynamic Call-to-Actions

Call to action buttons are very important parts of any business website, as they constitute direct points of connection between users and the business. Customers’ interactions with CTA forms can lead to conversions, subscriptions, form submissions, etc. In other words, user actions that are valuable, directly measurable, and can serve as starting points for future marketing and sales activities.

Dynamic CTAs are meant to streamline the user journey from first interaction to conversion. To achieve this at scale, such systems need to be connected to, or extensions of a central CRM that makes sure that user data is kept consistent across all channels involved and signals coming from each of these are being collected and processed alike. Integrated CRM tools, such as Hubspot or SharpSpring come with a built-in dynamic call to action functionality, but due to the integration prerequisites, there are hardly any solutions out there that could be considered “lightweight”.

To get a hang of how exactly dynamic CTAs can boost conversions, I’ll list some of the data points, based to which different CTA forms can be displayed to users:

Stage in the customer lifecycle: Different CTAs, if applied strategically, usually represent stages in a sales funnel. Making these important contact points dynamic, based on the information we have on a certain user, can significantly reduce friction in the UX and make it easier for prospects to seamlessly progress in their customer lifecycles. For instance, if a user is already subscribed to a newsletter list, it is absolutely unnecessary (and downright annoying and counterproductive) to display another newsletter subscription form for them. Moreover, it also means that they’re ready to be prompted for deeper involvement, for example, a free trial. Therefore, a non-dynamic CTA in this case is a UX glitch and a missed opportunity as well.

Past interactions: While customer lifecycle stage is basically abstracted from past interaction signals, these can also represent “softer” tipping points in the user journey. The number of pages viewed, newsletters opened, or time spent browsing on a company blog can also constitute triggers that, although not as direct as a form submission, can nevertheless indicate that the time is ripe for presenting the user with another (type of) CTA.

Buyer personas: If we consider lifecycle stages the vertical dimension of involvement, buyer personas can be looked at as the horizontal axis. Different buyer personas can be susceptible to completely different messages; therefore displaying different CTAs to each of these segments can significantly increase their chances to convert. While in this piece I won’t go into the details of crafting buyer personas, some of the data sources you can and should consider are:

Customer surveys (information, such as industry, yearly income, number of monthly visitors)

Customer feedback (aspects of your service/platform they criticize/like)

Contact database (previous communication with prospects)

Market research and segmentation (internal and/or external databases)

You can look at this article on building buyer personas using A/B testing for more handy tips.

As an example, let’s look at how Hubspot uses dynamic CTAs for marketing purposes.

When I visit their landing page, I’m prompted with a CTA asking for some basic contact info, so I can download their eBook on CTAs.

Right after the submission, I’m redirected to another page, where a form for requesting a custom demo of their software is displayed, with all the info I gave during the previous form submission already filled in.

4. Intelligent Pop-Ups

While the above solutions are powered by extensive customer databases, intelligent pop-ups display dynamic content based on more ad-hoc signals, such as exit intent or time spent on page.

The basic premise of intelligent pop-up solutions models that of dynamic content in general, namely, that an appropriate reaction in the right time to certain user signals can increase visitors’ chances to convert. A perfectly timed discount offer, subscription form, or a reminder about items left in an abandoned cart can save a lot of conversions.

Generally, user signals that trigger pop-ups can be exit intent, x seconds of inactivity, % of page scrolled, as well as simple clicks. What’s more important for us here, however, are the criteria based on which the content of these pop-ups can be dynamic. Some of these are:

Referral source: Displaying different pop-up messages to visitors coming from certain channels, or UTM-tagged URLs.

Geo-location: Showing different content to users from different geological locations is an excellent way to break down language barriers and engage visitors with location-specific knowledge (i.e. giving them discounts on tickets for a conference organized in their city).

Cart content: Highlighting cart content in an exit intent pop-up is a great way to reduce cart abandonment rates in eCommerce.

Engagement levels: Displaying different messages to users with different engagement levels can be an effective way of conversion-optimizing intelligent pop-ups. Whether a customer clicked on important product or landing pages, read a number of posts on a company blog, or is simply a new or returning visitor, are all valuable engagement signals that can be utilized to craft better-targeted messages.

Discount coupons are one of the most effective pop-up incentives.

This article features an excellent list of available pop-up scripts and plugins that can get you started with the experimentation.

5. Dynamic Banners

If you’ve spent time and effort on optimizing user journeys on your website, why should you stop the moment a user leaves your site? Dynamic banners or dynamic banner ads can be considered the outermost frontier of dynamic content, as they’re used to preserve the consistency of the experience even when a visitor had already left a website. Dynamic banners often come in the form of retargeting and they present a great alternative to sloppy text and static banner ads.

Dynamic Facebook retargeting banner ads displaying items that it considers relevant to the current user, based on past interactions with the website.

It is important to note that as dynamic banner ads are not displayed on the website itself, but offsite channels, there are a few technical prerequisites which have to be met regardless of whether the channel used is a major ad network or an ad-hoc integration between two or more websites.

Synchronizing your catalog with the ad server: As dynamic banners are shown on offsite channels, you cannot arbitrarily display content from your own website. Information on certain pieces of content (articles, products, holiday deals, whatever you sell) that you want to feature in dynamic banners need to be synchronized with the platform that actually serves the ads. This is typically done through content feeds. Major networks that provide dynamic banner functionality have detailed instructions on how to set up a content feed that works with their service (these are, for example, the requirements of the Facebook Dynamic Ads feed).

Storing behavioral data in cookies: In order to identify past visitors on offsite channels, it is necessary to store unique identifiers that correspond to their user histories in cookies. This is done almost completely automatically by major ad networks. To stick to the previous example, on Facebook, this is done by the “Facebook Pixel” which identifies visitors by cookies across your website and the social network. Pixels are also used to record the user events based on which the actual dynamic content is displayed (e.g. if user X viewed or added product Y to cart, then it is going to be featured in the dynamic banner ad displayed for that user).

Retargeting is one of the best-converting online marketing practices as it is, but dynamic content has the potential to make these ads even more powerful.

Closing Thoughts

There are, obviously, many more tools and practices for utilizing dynamic content for increasing conversions by creating a relevant and intuitive UX. This article merely intends to provide some food for thought for marketers who seek to get started with dynamic content solutions or take their current practices to the next level. The proliferation of dynamic content and personalization technologies is one of the most salient online marketing trends of recent years and we can only expect these tools to increase in prevalence and sophistication in the near future. Therefore, it is worth to start investing in dynamic content technologies and crafting an all-encompassing strategy to maximize the benefits they can bring to your business.

About the Author: Huba Gaspar is Content Marketing Specialist at recommender system vendor, Gravity R&D. He’s mostly involved with the company’s SaaS recommendation engine, Yusp that is a scalable recommender solution serving clients from SMEs to large enterprises. He has degrees in journalism and marketing and is interested mainly in topics and fields at the intersection of marketing and technology, including SEO, web development, and personalization technologies.

[samiam03x]

5 Ways To Boost Conversions With Dynamic Content

Tailoring the online experiences of customers to best fit their needs and preferences is the ultimate goal of most new technologies that shape the online marketing landscape today. Indeed, it’s only recently that we have developed the capacity to adapt websites to the broader context of a user session, or individual viewing experiences. While often times words like personalization and recommendations are associated with such techniques, at their core, these technologies are about changing and displaying content dynamically, based on user signals, in order to provide them with just the incentives they need to engage in business with you (by popular term, convert), or at least take steps in this direction.

Dynamic content increases conversions by making the customer experience more relevant and intuitive. Many of these techniques work by reducing the amount of unnecessary and redundant information delivered to visitors, therefore eliminating friction and/or by presenting users with the logical next step in their customer lifecycle or discovery process.

It is important to note that while not all of the tools and technologies listed below require advanced data analytics capabilities, usually they do require a well maintained and structured, centralized customer database. Therefore, dynamic content solutions oftentimes:

are integral parts, extensions, or plugins of a CRM

are connected to a CRM through an API

assemble separate databases, which may or may not be integrated with a central CRM, and collect user data on their own (grouped by cookies, or used ids for user identification)

Below, I’ll outline 5 general ways in which dynamic content can be used on a website to increase conversions by creating a smoother, more intuitive, and more relevant UX.

1. Personalized, and Data-Driven Recommendations

Recommendation engines received a lot of attention in recent years, largely in relation to the practices of Amazon, Netflix, and other giant corporations that make personalized content and user journeys central elements of their services. Just how central? Well, Netflix recently estimated that their recommender system is worth a yearly $1 billion to the company and they were also the ones to initiate the legendary $1 million Netflix Prize back in 2006, the most important data science competition ever.

Also, Amazon’s “recommendation box” creates the sense that they, in fact, want to consciously guide users through their buyer’s journeys from product discovery to checkout by showing them relevant content at each stage along the way.

Contrary to popular belief, recommender systems are not limited to the world of eCommerce. They can power personalization on content portals, as well as dating platforms, and travel sites. As a rule of thumb, if your website sells or features a lot of anything, there’s a good chance that your business can benefit from implementing a recommender system.

You can look at recommendation engines as the “brains” behind dynamic content solutions. The most widely used and most advanced general recommendation method is called “collaborative filtering”, which, at its core is an algorithmic approach to capture preference or taste information on many users by collecting and analyzing behavioral information on them. In practice this means “Others who viewed this, also viewed…” recommendations. The benefit here is that you can be sure that the recommendations are going to represent the actual habits and preferences of your users, and are not displayed based on arbitrary, hard-coded criteria. Amazon was the first to implement this method at scale in eCommerce (they’ve filed their initial patent in 1999).

As you can see on the screenshot above, according to these recommendations, I was checking out obscure European literature on desktop and more professional sorts of books in the Kindle Store. However, these are not merely the items I was looking at, but items that were looked at by those people, who were also interested in the same books as me (sounds complicated, but there’s no easier way to put it, and it captures the basic idea of collaborative filtering well).

Nowadays, the underlying technologies of recommender systems are becoming more and more polished, both technically and in terms of possible business applications. With the proliferation of SaaS solutions in the field, more and more businesses can leverage the power of recommendation systems. There are 3 general types of such tools, based on the depth and resource-heaviness of the integration and also the costs involved:

eCommerce engine add-ons, plugins

These are the easiest to integrate and also the cheapest types of solutions out there. Recommender system plugins are available for all major eCommerce platforms (Magento, Woocommerce, PrestaShop, Shopify, OpenCart, etc.) The benefit of these services is the ease of installation and the reliability.

Self-Service Systems

These types of systems are DIYs as well, however, as they’re not platform-specific, integration can be a bit more complicated but still doable without considerable development resources.

Custom Developed/Integrated Systems

Custom developed and integrated solutions are the most resource heavy recommender systems, but obviously the most versatile and effective as well. Custom integrated third party solutions can cost anywhere from a few hundred dollars to $50,000 a month, respectively. Implementing a self-developed recommendation engine, however, is no easy (nor cheap) venture, and unfortunately, it is also one that many companies underestimate, despite the warnings. This short article gives a great overview of why implementing a recommender system for your business is the wrong choice, in the vast majority of cases (even eBay acquired a recommender system company for $80 million instead of developing their own when they needed one back in 2011).

2. Enhancing Site Search with Dynamic Content

The advances in search technologies in the past couple of years had a huge impact on how we interact with digital interfaces. Search is becoming a more and more prominent element of navigation, and as an effect, the quality of your site search can have a huge impact on your conversion rates. There are several tricks for turning your search into a conversion tool (this article lists several excellent tips on how to make and eCommerce site search convert better).

Dynamic content has the potential to conversion-optimize your site search as well. On top of autocomplete, and autocorrect features, user behavioral information can also be utilized in this domain.

Dynamic Content In and Around the Search Box

If you sell limited types of goods, recommending products or categories directly to search terms can speed up the discovery process significantly, as visitors can jump to the item they’re interested in right from the search bar, rather than having to browse through the listing page and perhaps several other item pages as well. However, in the case of stores where item stock and portfolio are huge and change rapidly, more general search recommendations are a better fit.

On Alibaba, for instance, the extremely large amount of listings calls for a solution that does not guide users directly to products, but rather helps them complete, and narrow down their searches.

You can see that on top of recommending popular search phrases, hovering over any of these displays a list of the most often used, further filter keywords for the phrase itself. This helps visitors to narrow the scope of their searches, and also uses behavioral data, as the additional filters are displayed based on user interactions (popularity).

Listing Page Reordering

Reordering items on the search listing pages is also a great way to streamline the customer journey. This can be done based on personal click and purchase histories, as well as item popularity. While the former has its obvious benefits, popularity, as a ranking factor is not to be sneezed at, despite its simplicity. Just consider, to what extent Pareto’s rule in marketing, which states that 80% of your sales come from 20% of your products, holds true to your business.

3. Dynamic Call-to-Actions

Call to action buttons are very important parts of any business website, as they constitute direct points of connection between users and the business. Customers’ interactions with CTA forms can lead to conversions, subscriptions, form submissions, etc. In other words, user actions that are valuable, directly measurable, and can serve as starting points for future marketing and sales activities.

Dynamic CTAs are meant to streamline the user journey from first interaction to conversion. To achieve this at scale, such systems need to be connected to, or extensions of a central CRM that makes sure that user data is kept consistent across all channels involved and signals coming from each of these are being collected and processed alike. Integrated CRM tools, such as Hubspot or SharpSpring come with a built-in dynamic call to action functionality, but due to the integration prerequisites, there are hardly any solutions out there that could be considered “lightweight”.

To get a hang of how exactly dynamic CTAs can boost conversions, I’ll list some of the data points, based to which different CTA forms can be displayed to users:

Stage in the customer lifecycle: Different CTAs, if applied strategically, usually represent stages in a sales funnel. Making these important contact points dynamic, based on the information we have on a certain user, can significantly reduce friction in the UX and make it easier for prospects to seamlessly progress in their customer lifecycles. For instance, if a user is already subscribed to a newsletter list, it is absolutely unnecessary (and downright annoying and counterproductive) to display another newsletter subscription form for them. Moreover, it also means that they’re ready to be prompted for deeper involvement, for example, a free trial. Therefore, a non-dynamic CTA in this case is a UX glitch and a missed opportunity as well.

Past interactions: While customer lifecycle stage is basically abstracted from past interaction signals, these can also represent “softer” tipping points in the user journey. The number of pages viewed, newsletters opened, or time spent browsing on a company blog can also constitute triggers that, although not as direct as a form submission, can nevertheless indicate that the time is ripe for presenting the user with another (type of) CTA.

Buyer personas: If we consider lifecycle stages the vertical dimension of involvement, buyer personas can be looked at as the horizontal axis. Different buyer personas can be susceptible to completely different messages; therefore displaying different CTAs to each of these segments can significantly increase their chances to convert. While in this piece I won’t go into the details of crafting buyer personas, some of the data sources you can and should consider are:

Customer surveys (information, such as industry, yearly income, number of monthly visitors)

Customer feedback (aspects of your service/platform they criticize/like)

Contact database (previous communication with prospects)

Market research and segmentation (internal and/or external databases)

You can look at this article on building buyer personas using A/B testing for more handy tips.

As an example, let’s look at how Hubspot uses dynamic CTAs for marketing purposes.

When I visit their landing page, I’m prompted with a CTA asking for some basic contact info, so I can download their eBook on CTAs.

Right after the submission, I’m redirected to another page, where a form for requesting a custom demo of their software is displayed, with all the info I gave during the previous form submission already filled in.

4. Intelligent Pop-Ups

While the above solutions are powered by extensive customer databases, intelligent pop-ups display dynamic content based on more ad-hoc signals, such as exit intent or time spent on page.

The basic premise of intelligent pop-up solutions models that of dynamic content in general, namely, that an appropriate reaction in the right time to certain user signals can increase visitors’ chances to convert. A perfectly timed discount offer, subscription form, or a reminder about items left in an abandoned cart can save a lot of conversions.

Generally, user signals that trigger pop-ups can be exit intent, x seconds of inactivity, % of page scrolled, as well as simple clicks. What’s more important for us here, however, are the criteria based on which the content of these pop-ups can be dynamic. Some of these are:

Referral source: Displaying different pop-up messages to visitors coming from certain channels, or UTM-tagged URLs.

Geo-location: Showing different content to users from different geological locations is an excellent way to break down language barriers and engage visitors with location-specific knowledge (i.e. giving them discounts on tickets for a conference organized in their city).

Cart content: Highlighting cart content in an exit intent pop-up is a great way to reduce cart abandonment rates in eCommerce.

Engagement levels: Displaying different messages to users with different engagement levels can be an effective way of conversion-optimizing intelligent pop-ups. Whether a customer clicked on important product or landing pages, read a number of posts on a company blog, or is simply a new or returning visitor, are all valuable engagement signals that can be utilized to craft better-targeted messages.

Discount coupons are one of the most effective pop-up incentives.

This article features an excellent list of available pop-up scripts and plugins that can get you started with the experimentation.

5. Dynamic Banners

If you’ve spent time and effort on optimizing user journeys on your website, why should you stop the moment a user leaves your site? Dynamic banners or dynamic banner ads can be considered the outermost frontier of dynamic content, as they’re used to preserve the consistency of the experience even when a visitor had already left a website. Dynamic banners often come in the form of retargeting and they present a great alternative to sloppy text and static banner ads.

Dynamic Facebook retargeting banner ads displaying items that it considers relevant to the current user, based on past interactions with the website.

It is important to note that as dynamic banner ads are not displayed on the website itself, but offsite channels, there are a few technical prerequisites which have to be met regardless of whether the channel used is a major ad network or an ad-hoc integration between two or more websites.

Synchronizing your catalog with the ad server: As dynamic banners are shown on offsite channels, you cannot arbitrarily display content from your own website. Information on certain pieces of content (articles, products, holiday deals, whatever you sell) that you want to feature in dynamic banners need to be synchronized with the platform that actually serves the ads. This is typically done through content feeds. Major networks that provide dynamic banner functionality have detailed instructions on how to set up a content feed that works with their service (these are, for example, the requirements of the Facebook Dynamic Ads feed).

Storing behavioral data in cookies: In order to identify past visitors on offsite channels, it is necessary to store unique identifiers that correspond to their user histories in cookies. This is done almost completely automatically by major ad networks. To stick to the previous example, on Facebook, this is done by the “Facebook Pixel” which identifies visitors by cookies across your website and the social network. Pixels are also used to record the user events based on which the actual dynamic content is displayed (e.g. if user X viewed or added product Y to cart, then it is going to be featured in the dynamic banner ad displayed for that user).

Retargeting is one of the best-converting online marketing practices as it is, but dynamic content has the potential to make these ads even more powerful.

Closing Thoughts

There are, obviously, many more tools and practices for utilizing dynamic content for increasing conversions by creating a relevant and intuitive UX. This article merely intends to provide some food for thought for marketers who seek to get started with dynamic content solutions or take their current practices to the next level. The proliferation of dynamic content and personalization technologies is one of the most salient online marketing trends of recent years and we can only expect these tools to increase in prevalence and sophistication in the near future. Therefore, it is worth to start investing in dynamic content technologies and crafting an all-encompassing strategy to maximize the benefits they can bring to your business.

About the Author: Huba Gaspar is Content Marketing Specialist at recommender system vendor, Gravity R&D. He’s mostly involved with the company’s SaaS recommendation engine, Yusp that is a scalable recommender solution serving clients from SMEs to large enterprises. He has degrees in journalism and marketing and is interested mainly in topics and fields at the intersection of marketing and technology, including SEO, web development, and personalization technologies.

http://ift.tt/2jCgRab from MarketingRSS http://ift.tt/2jc3uB2 via Youtube

[dianesaddler]

5 Ways To Boost Conversions With Dynamic Content

Tailoring the online experiences of customers to best fit their needs and preferences is the ultimate goal of most new technologies that shape the online marketing landscape today. Indeed, it’s only recently that we have developed the capacity to adapt websites to the broader context of a user session, or individual viewing experiences. While often times words like personalization and recommendations are associated with such techniques, at their core, these technologies are about changing and displaying content dynamically, based on user signals, in order to provide them with just the incentives they need to engage in business with you (by popular term, convert), or at least take steps in this direction.

Dynamic content increases conversions by making the customer experience more relevant and intuitive. Many of these techniques work by reducing the amount of unnecessary and redundant information delivered to visitors, therefore eliminating friction and/or by presenting users with the logical next step in their customer lifecycle or discovery process.

It is important to note that while not all of the tools and technologies listed below require advanced data analytics capabilities, usually they do require a well maintained and structured, centralized customer database. Therefore, dynamic content solutions oftentimes:

are integral parts, extensions, or plugins of a CRM

are connected to a CRM through an API

assemble separate databases, which may or may not be integrated with a central CRM, and collect user data on their own (grouped by cookies, or used ids for user identification)

Below, I’ll outline 5 general ways in which dynamic content can be used on a website to increase conversions by creating a smoother, more intuitive, and more relevant UX.

1. Personalized, and Data-Driven Recommendations

Recommendation engines received a lot of attention in recent years, largely in relation to the practices of Amazon, Netflix, and other giant corporations that make personalized content and user journeys central elements of their services. Just how central? Well, Netflix recently estimated that their recommender system is worth a yearly $1 billion to the company and they were also the ones to initiate the legendary $1 million Netflix Prize back in 2006, the most important data science competition ever.

Also, Amazon’s “recommendation box” creates the sense that they, in fact, want to consciously guide users through their buyer’s journeys from product discovery to checkout by showing them relevant content at each stage along the way.

Contrary to popular belief, recommender systems are not limited to the world of eCommerce. They can power personalization on content portals, as well as dating platforms, and travel sites. As a rule of thumb, if your website sells or features a lot of anything, there’s a good chance that your business can benefit from implementing a recommender system.

You can look at recommendation engines as the “brains” behind dynamic content solutions. The most widely used and most advanced general recommendation method is called “collaborative filtering”, which, at its core is an algorithmic approach to capture preference or taste information on many users by collecting and analyzing behavioral information on them. In practice this means “Others who viewed this, also viewed…” recommendations. The benefit here is that you can be sure that the recommendations are going to represent the actual habits and preferences of your users, and are not displayed based on arbitrary, hard-coded criteria. Amazon was the first to implement this method at scale in eCommerce (they’ve filed their initial patent in 1999).

As you can see on the screenshot above, according to these recommendations, I was checking out obscure European literature on desktop and more professional sorts of books in the Kindle Store. However, these are not merely the items I was looking at, but items that were looked at by those people, who were also interested in the same books as me (sounds complicated, but there’s no easier way to put it, and it captures the basic idea of collaborative filtering well).

Nowadays, the underlying technologies of recommender systems are becoming more and more polished, both technically and in terms of possible business applications. With the proliferation of SaaS solutions in the field, more and more businesses can leverage the power of recommendation systems. There are 3 general types of such tools, based on the depth and resource-heaviness of the integration and also the costs involved:

eCommerce engine add-ons, plugins

These are the easiest to integrate and also the cheapest types of solutions out there. Recommender system plugins are available for all major eCommerce platforms (Magento, Woocommerce, PrestaShop, Shopify, OpenCart, etc.) The benefit of these services is the ease of installation and the reliability.

Self-Service Systems

These types of systems are DIYs as well, however, as they’re not platform-specific, integration can be a bit more complicated but still doable without considerable development resources.

Custom Developed/Integrated Systems

Custom developed and integrated solutions are the most resource heavy recommender systems, but obviously the most versatile and effective as well. Custom integrated third party solutions can cost anywhere from a few hundred dollars to $50,000 a month, respectively. Implementing a self-developed recommendation engine, however, is no easy (nor cheap) venture, and unfortunately, it is also one that many companies underestimate, despite the warnings. This short article gives a great overview of why implementing a recommender system for your business is the wrong choice, in the vast majority of cases (even eBay acquired a recommender system company for $80 million instead of developing their own when they needed one back in 2011).

2. Enhancing Site Search with Dynamic Content

The advances in search technologies in the past couple of years had a huge impact on how we interact with digital interfaces. Search is becoming a more and more prominent element of navigation, and as an effect, the quality of your site search can have a huge impact on your conversion rates. There are several tricks for turning your search into a conversion tool (this article lists several excellent tips on how to make and eCommerce site search convert better).

Dynamic content has the potential to conversion-optimize your site search as well. On top of autocomplete, and autocorrect features, user behavioral information can also be utilized in this domain.

Dynamic Content In and Around the Search Box

If you sell limited types of goods, recommending products or categories directly to search terms can speed up the discovery process significantly, as visitors can jump to the item they’re interested in right from the search bar, rather than having to browse through the listing page and perhaps several other item pages as well. However, in the case of stores where item stock and portfolio are huge and change rapidly, more general search recommendations are a better fit.

On Alibaba, for instance, the extremely large amount of listings calls for a solution that does not guide users directly to products, but rather helps them complete, and narrow down their searches.

You can see that on top of recommending popular search phrases, hovering over any of these displays a list of the most often used, further filter keywords for the phrase itself. This helps visitors to narrow the scope of their searches, and also uses behavioral data, as the additional filters are displayed based on user interactions (popularity).

Listing Page Reordering

Reordering items on the search listing pages is also a great way to streamline the customer journey. This can be done based on personal click and purchase histories, as well as item popularity. While the former has its obvious benefits, popularity, as a ranking factor is not to be sneezed at, despite its simplicity. Just consider, to what extent Pareto’s rule in marketing, which states that 80% of your sales come from 20% of your products, holds true to your business.

3. Dynamic Call-to-Actions

Call to action buttons are very important parts of any business website, as they constitute direct points of connection between users and the business. Customers’ interactions with CTA forms can lead to conversions, subscriptions, form submissions, etc. In other words, user actions that are valuable, directly measurable, and can serve as starting points for future marketing and sales activities.

Dynamic CTAs are meant to streamline the user journey from first interaction to conversion. To achieve this at scale, such systems need to be connected to, or extensions of a central CRM that makes sure that user data is kept consistent across all channels involved and signals coming from each of these are being collected and processed alike. Integrated CRM tools, such as Hubspot or SharpSpring come with a built-in dynamic call to action functionality, but due to the integration prerequisites, there are hardly any solutions out there that could be considered “lightweight”.

To get a hang of how exactly dynamic CTAs can boost conversions, I’ll list some of the data points, based to which different CTA forms can be displayed to users:

Stage in the customer lifecycle: Different CTAs, if applied strategically, usually represent stages in a sales funnel. Making these important contact points dynamic, based on the information we have on a certain user, can significantly reduce friction in the UX and make it easier for prospects to seamlessly progress in their customer lifecycles. For instance, if a user is already subscribed to a newsletter list, it is absolutely unnecessary (and downright annoying and counterproductive) to display another newsletter subscription form for them. Moreover, it also means that they’re ready to be prompted for deeper involvement, for example, a free trial. Therefore, a non-dynamic CTA in this case is a UX glitch and a missed opportunity as well.

Past interactions: While customer lifecycle stage is basically abstracted from past interaction signals, these can also represent “softer” tipping points in the user journey. The number of pages viewed, newsletters opened, or time spent browsing on a company blog can also constitute triggers that, although not as direct as a form submission, can nevertheless indicate that the time is ripe for presenting the user with another (type of) CTA.

Buyer personas: If we consider lifecycle stages the vertical dimension of involvement, buyer personas can be looked at as the horizontal axis. Different buyer personas can be susceptible to completely different messages; therefore displaying different CTAs to each of these segments can significantly increase their chances to convert. While in this piece I won’t go into the details of crafting buyer personas, some of the data sources you can and should consider are:

Customer surveys (information, such as industry, yearly income, number of monthly visitors)

Customer feedback (aspects of your service/platform they criticize/like)

Contact database (previous communication with prospects)

Market research and segmentation (internal and/or external databases)

You can look at this article on building buyer personas using A/B testing for more handy tips.

As an example, let’s look at how Hubspot uses dynamic CTAs for marketing purposes.

When I visit their landing page, I’m prompted with a CTA asking for some basic contact info, so I can download their eBook on CTAs.

Right after the submission, I’m redirected to another page, where a form for requesting a custom demo of their software is displayed, with all the info I gave during the previous form submission already filled in.

4. Intelligent Pop-Ups

While the above solutions are powered by extensive customer databases, intelligent pop-ups display dynamic content based on more ad-hoc signals, such as exit intent or time spent on page.

The basic premise of intelligent pop-up solutions models that of dynamic content in general, namely, that an appropriate reaction in the right time to certain user signals can increase visitors’ chances to convert. A perfectly timed discount offer, subscription form, or a reminder about items left in an abandoned cart can save a lot of conversions.

Generally, user signals that trigger pop-ups can be exit intent, x seconds of inactivity, % of page scrolled, as well as simple clicks. What’s more important for us here, however, are the criteria based on which the content of these pop-ups can be dynamic. Some of these are:

Referral source: Displaying different pop-up messages to visitors coming from certain channels, or UTM-tagged URLs.

Geo-location: Showing different content to users from different geological locations is an excellent way to break down language barriers and engage visitors with location-specific knowledge (i.e. giving them discounts on tickets for a conference organized in their city).

Cart content: Highlighting cart content in an exit intent pop-up is a great way to reduce cart abandonment rates in eCommerce.

Engagement levels: Displaying different messages to users with different engagement levels can be an effective way of conversion-optimizing intelligent pop-ups. Whether a customer clicked on important product or landing pages, read a number of posts on a company blog, or is simply a new or returning visitor, are all valuable engagement signals that can be utilized to craft better-targeted messages.

Discount coupons are one of the most effective pop-up incentives.

This article features an excellent list of available pop-up scripts and plugins that can get you started with the experimentation.

5. Dynamic Banners

If you’ve spent time and effort on optimizing user journeys on your website, why should you stop the moment a user leaves your site? Dynamic banners or dynamic banner ads can be considered the outermost frontier of dynamic content, as they’re used to preserve the consistency of the experience even when a visitor had already left a website. Dynamic banners often come in the form of retargeting and they present a great alternative to sloppy text and static banner ads.

Dynamic Facebook retargeting banner ads displaying items that it considers relevant to the current user, based on past interactions with the website.

It is important to note that as dynamic banner ads are not displayed on the website itself, but offsite channels, there are a few technical prerequisites which have to be met regardless of whether the channel used is a major ad network or an ad-hoc integration between two or more websites.

Synchronizing your catalog with the ad server: As dynamic banners are shown on offsite channels, you cannot arbitrarily display content from your own website. Information on certain pieces of content (articles, products, holiday deals, whatever you sell) that you want to feature in dynamic banners need to be synchronized with the platform that actually serves the ads. This is typically done through content feeds. Major networks that provide dynamic banner functionality have detailed instructions on how to set up a content feed that works with their service (these are, for example, the requirements of the Facebook Dynamic Ads feed).

Storing behavioral data in cookies: In order to identify past visitors on offsite channels, it is necessary to store unique identifiers that correspond to their user histories in cookies. This is done almost completely automatically by major ad networks. To stick to the previous example, on Facebook, this is done by the “Facebook Pixel” which identifies visitors by cookies across your website and the social network. Pixels are also used to record the user events based on which the actual dynamic content is displayed (e.g. if user X viewed or added product Y to cart, then it is going to be featured in the dynamic banner ad displayed for that user).

Retargeting is one of the best-converting online marketing practices as it is, but dynamic content has the potential to make these ads even more powerful.

Closing Thoughts

There are, obviously, many more tools and practices for utilizing dynamic content for increasing conversions by creating a relevant and intuitive UX. This article merely intends to provide some food for thought for marketers who seek to get started with dynamic content solutions or take their current practices to the next level. The proliferation of dynamic content and personalization technologies is one of the most salient online marketing trends of recent years and we can only expect these tools to increase in prevalence and sophistication in the near future. Therefore, it is worth to start investing in dynamic content technologies and crafting an all-encompassing strategy to maximize the benefits they can bring to your business.

About the Author: Huba Gaspar is Content Marketing Specialist at recommender system vendor, Gravity R&D. He’s mostly involved with the company’s SaaS recommendation engine, Yusp that is a scalable recommender solution serving clients from SMEs to large enterprises. He has degrees in journalism and marketing and is interested mainly in topics and fields at the intersection of marketing and technology, including SEO, web development, and personalization technologies.

5 Ways To Boost Conversions With Dynamic Content posted first on Kissmetrics Blog

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[ericsburden-blog]

5 Ways To Boost Conversions With Dynamic Content

Tailoring the online experiences of customers to best fit their needs and preferences is the ultimate goal of most new technologies that shape the online marketing landscape today. Indeed, it’s only recently that we have developed the capacity to adapt websites to the broader context of a user session, or individual viewing experiences. While often times words like personalization and recommendations are associated with such techniques, at their core, these technologies are about changing and displaying content dynamically, based on user signals, in order to provide them with just the incentives they need to engage in business with you (by popular term, convert), or at least take steps in this direction.

Dynamic content increases conversions by making the customer experience more relevant and intuitive. Many of these techniques work by reducing the amount of unnecessary and redundant information delivered to visitors, therefore eliminating friction and/or by presenting users with the logical next step in their customer lifecycle or discovery process.

It is important to note that while not all of the tools and technologies listed below require advanced data analytics capabilities, usually they do require a well maintained and structured, centralized customer database. Therefore, dynamic content solutions oftentimes:

are integral parts, extensions, or plugins of a CRM

are connected to a CRM through an API

assemble separate databases, which may or may not be integrated with a central CRM, and collect user data on their own (grouped by cookies, or used ids for user identification)

Below, I’ll outline 5 general ways in which dynamic content can be used on a website to increase conversions by creating a smoother, more intuitive, and more relevant UX.

1. Personalized, and Data-Driven Recommendations

Recommendation engines received a lot of attention in recent years, largely in relation to the practices of Amazon, Netflix, and other giant corporations that make personalized content and user journeys central elements of their services. Just how central? Well, Netflix recently estimated that their recommender system is worth a yearly $1 billion to the company and they were also the ones to initiate the legendary $1 million Netflix Prize back in 2006, the most important data science competition ever.

Also, Amazon’s “recommendation box” creates the sense that they, in fact, want to consciously guide users through their buyer’s journeys from product discovery to checkout by showing them relevant content at each stage along the way.

Contrary to popular belief, recommender systems are not limited to the world of eCommerce. They can power personalization on content portals, as well as dating platforms, and travel sites. As a rule of thumb, if your website sells or features a lot of anything, there’s a good chance that your business can benefit from implementing a recommender system.

You can look at recommendation engines as the “brains” behind dynamic content solutions. The most widely used and most advanced general recommendation method is called “collaborative filtering”, which, at its core is an algorithmic approach to capture preference or taste information on many users by collecting and analyzing behavioral information on them. In practice this means “Others who viewed this, also viewed…” recommendations. The benefit here is that you can be sure that the recommendations are going to represent the actual habits and preferences of your users, and are not displayed based on arbitrary, hard-coded criteria. Amazon was the first to implement this method at scale in eCommerce (they’ve filed their initial patent in 1999).

As you can see on the screenshot above, according to these recommendations, I was checking out obscure European literature on desktop and more professional sorts of books in the Kindle Store. However, these are not merely the items I was looking at, but items that were looked at by those people, who were also interested in the same books as me (sounds complicated, but there’s no easier way to put it, and it captures the basic idea of collaborative filtering well).

Nowadays, the underlying technologies of recommender systems are becoming more and more polished, both technically and in terms of possible business applications. With the proliferation of SaaS solutions in the field, more and more businesses can leverage the power of recommendation systems. There are 3 general types of such tools, based on the depth and resource-heaviness of the integration and also the costs involved:

eCommerce engine add-ons, plugins

These are the easiest to integrate and also the cheapest types of solutions out there. Recommender system plugins are available for all major eCommerce platforms (Magento, Woocommerce, PrestaShop, Shopify, OpenCart, etc.) The benefit of these services is the ease of installation and the reliability.

Self-Service Systems

These types of systems are DIYs as well, however, as they’re not platform-specific, integration can be a bit more complicated but still doable without considerable development resources.

Custom Developed/Integrated Systems

Custom developed and integrated solutions are the most resource heavy recommender systems, but obviously the most versatile and effective as well. Custom integrated third party solutions can cost anywhere from a few hundred dollars to $50,000 a month, respectively. Implementing a self-developed recommendation engine, however, is no easy (nor cheap) venture, and unfortunately, it is also one that many companies underestimate, despite the warnings. This short article gives a great overview of why implementing a recommender system for your business is the wrong choice, in the vast majority of cases (even eBay acquired a recommender system company for $80 million instead of developing their own when they needed one back in 2011).

2. Enhancing Site Search with Dynamic Content

The advances in search technologies in the past couple of years had a huge impact on how we interact with digital interfaces. Search is becoming a more and more prominent element of navigation, and as an effect, the quality of your site search can have a huge impact on your conversion rates. There are several tricks for turning your search into a conversion tool (this article lists several excellent tips on how to make and eCommerce site search convert better).

Dynamic content has the potential to conversion-optimize your site search as well. On top of autocomplete, and autocorrect features, user behavioral information can also be utilized in this domain.

Dynamic Content In and Around the Search Box

If you sell limited types of goods, recommending products or categories directly to search terms can speed up the discovery process significantly, as visitors can jump to the item they’re interested in right from the search bar, rather than having to browse through the listing page and perhaps several other item pages as well. However, in the case of stores where item stock and portfolio are huge and change rapidly, more general search recommendations are a better fit.

On Alibaba, for instance, the extremely large amount of listings calls for a solution that does not guide users directly to products, but rather helps them complete, and narrow down their searches.

You can see that on top of recommending popular search phrases, hovering over any of these displays a list of the most often used, further filter keywords for the phrase itself. This helps visitors to narrow the scope of their searches, and also uses behavioral data, as the additional filters are displayed based on user interactions (popularity).

Listing Page Reordering

Reordering items on the search listing pages is also a great way to streamline the customer journey. This can be done based on personal click and purchase histories, as well as item popularity. While the former has its obvious benefits, popularity, as a ranking factor is not to be sneezed at, despite its simplicity. Just consider, to what extent Pareto’s rule in marketing, which states that 80% of your sales come from 20% of your products, holds true to your business.

3. Dynamic Call-to-Actions

Call to action buttons are very important parts of any business website, as they constitute direct points of connection between users and the business. Customers’ interactions with CTA forms can lead to conversions, subscriptions, form submissions, etc. In other words, user actions that are valuable, directly measurable, and can serve as starting points for future marketing and sales activities.

Dynamic CTAs are meant to streamline the user journey from first interaction to conversion. To achieve this at scale, such systems need to be connected to, or extensions of a central CRM that makes sure that user data is kept consistent across all channels involved and signals coming from each of these are being collected and processed alike. Integrated CRM tools, such as Hubspot or SharpSpring come with a built-in dynamic call to action functionality, but due to the integration prerequisites, there are hardly any solutions out there that could be considered “lightweight”.

To get a hang of how exactly dynamic CTAs can boost conversions, I’ll list some of the data points, based to which different CTA forms can be displayed to users:

Stage in the customer lifecycle: Different CTAs, if applied strategically, usually represent stages in a sales funnel. Making these important contact points dynamic, based on the information we have on a certain user, can significantly reduce friction in the UX and make it easier for prospects to seamlessly progress in their customer lifecycles. For instance, if a user is already subscribed to a newsletter list, it is absolutely unnecessary (and downright annoying and counterproductive) to display another newsletter subscription form for them. Moreover, it also means that they’re ready to be prompted for deeper involvement, for example, a free trial. Therefore, a non-dynamic CTA in this case is a UX glitch and a missed opportunity as well.

Past interactions: While customer lifecycle stage is basically abstracted from past interaction signals, these can also represent “softer” tipping points in the user journey. The number of pages viewed, newsletters opened, or time spent browsing on a company blog can also constitute triggers that, although not as direct as a form submission, can nevertheless indicate that the time is ripe for presenting the user with another (type of) CTA.

Buyer personas: If we consider lifecycle stages the vertical dimension of involvement, buyer personas can be looked at as the horizontal axis. Different buyer personas can be susceptible to completely different messages; therefore displaying different CTAs to each of these segments can significantly increase their chances to convert. While in this piece I won’t go into the details of crafting buyer personas, some of the data sources you can and should consider are:

Customer surveys (information, such as industry, yearly income, number of monthly visitors)

Customer feedback (aspects of your service/platform they criticize/like)

Contact database (previous communication with prospects)

Market research and segmentation (internal and/or external databases)

You can look at this article on building buyer personas using A/B testing for more handy tips.

As an example, let’s look at how Hubspot uses dynamic CTAs for marketing purposes.

When I visit their landing page, I’m prompted with a CTA asking for some basic contact info, so I can download their eBook on CTAs.

Right after the submission, I’m redirected to another page, where a form for requesting a custom demo of their software is displayed, with all the info I gave during the previous form submission already filled in.

4. Intelligent Pop-Ups

While the above solutions are powered by extensive customer databases, intelligent pop-ups display dynamic content based on more ad-hoc signals, such as exit intent or time spent on page.

The basic premise of intelligent pop-up solutions models that of dynamic content in general, namely, that an appropriate reaction in the right time to certain user signals can increase visitors’ chances to convert. A perfectly timed discount offer, subscription form, or a reminder about items left in an abandoned cart can save a lot of conversions.

Generally, user signals that trigger pop-ups can be exit intent, x seconds of inactivity, % of page scrolled, as well as simple clicks. What’s more important for us here, however, are the criteria based on which the content of these pop-ups can be dynamic. Some of these are:

Referral source: Displaying different pop-up messages to visitors coming from certain channels, or UTM-tagged URLs.

Geo-location: Showing different content to users from different geological locations is an excellent way to break down language barriers and engage visitors with location-specific knowledge (i.e. giving them discounts on tickets for a conference organized in their city).

Cart content: Highlighting cart content in an exit intent pop-up is a great way to reduce cart abandonment rates in eCommerce.

Engagement levels: Displaying different messages to users with different engagement levels can be an effective way of conversion-optimizing intelligent pop-ups. Whether a customer clicked on important product or landing pages, read a number of posts on a company blog, or is simply a new or returning visitor, are all valuable engagement signals that can be utilized to craft better-targeted messages.

Discount coupons are one of the most effective pop-up incentives.

This article features an excellent list of available pop-up scripts and plugins that can get you started with the experimentation.

5. Dynamic Banners

If you’ve spent time and effort on optimizing user journeys on your website, why should you stop the moment a user leaves your site? Dynamic banners or dynamic banner ads can be considered the outermost frontier of dynamic content, as they’re used to preserve the consistency of the experience even when a visitor had already left a website. Dynamic banners often come in the form of retargeting and they present a great alternative to sloppy text and static banner ads.

Dynamic Facebook retargeting banner ads displaying items that it considers relevant to the current user, based on past interactions with the website.

It is important to note that as dynamic banner ads are not displayed on the website itself, but offsite channels, there are a few technical prerequisites which have to be met regardless of whether the channel used is a major ad network or an ad-hoc integration between two or more websites.

Synchronizing your catalog with the ad server: As dynamic banners are shown on offsite channels, you cannot arbitrarily display content from your own website. Information on certain pieces of content (articles, products, holiday deals, whatever you sell) that you want to feature in dynamic banners need to be synchronized with the platform that actually serves the ads. This is typically done through content feeds. Major networks that provide dynamic banner functionality have detailed instructions on how to set up a content feed that works with their service (these are, for example, the requirements of the Facebook Dynamic Ads feed).

Storing behavioral data in cookies: In order to identify past visitors on offsite channels, it is necessary to store unique identifiers that correspond to their user histories in cookies. This is done almost completely automatically by major ad networks. To stick to the previous example, on Facebook, this is done by the “Facebook Pixel” which identifies visitors by cookies across your website and the social network. Pixels are also used to record the user events based on which the actual dynamic content is displayed (e.g. if user X viewed or added product Y to cart, then it is going to be featured in the dynamic banner ad displayed for that user).

Retargeting is one of the best-converting online marketing practices as it is, but dynamic content has the potential to make these ads even more powerful.

Closing Thoughts

There are, obviously, many more tools and practices for utilizing dynamic content for increasing conversions by creating a relevant and intuitive UX. This article merely intends to provide some food for thought for marketers who seek to get started with dynamic content solutions or take their current practices to the next level. The proliferation of dynamic content and personalization technologies is one of the most salient online marketing trends of recent years and we can only expect these tools to increase in prevalence and sophistication in the near future. Therefore, it is worth to start investing in dynamic content technologies and crafting an all-encompassing strategy to maximize the benefits they can bring to your business.

About the Author: Huba Gaspar is Content Marketing Specialist at recommender system vendor, Gravity R&D. He’s mostly involved with the company’s SaaS recommendation engine, Yusp that is a scalable recommender solution serving clients from SMEs to large enterprises. He has degrees in journalism and marketing and is interested mainly in topics and fields at the intersection of marketing and technology, including SEO, web development, and personalization technologies.

5 Ways To Boost Conversions With Dynamic Content