Published February 19, 2020
The Answer is B.
Simply put, smart content—also known as dynamic content—changes depending upon the user.
These changes can reflect a website visitor's past behavior, interests, or custom preferences such as language or location.
You can also segment pages to deliver different information for leads versus customers, allowing for the customization of content depending on where a particular person is on the buyer’s journey.
Let’s use a shoe company as an example. Someone on Long Island visiting the site might see a message like, “Come visit our Long Island location,” whereas someone in Philadelphia would likely see the same message annotating a southeastern Pennsylvania location.
Suppose you've already purchased shoes from the online store; in that case, you’d probably see suggestions for supplemental products—laces, inserts, polish, etc.
Smart content provides a better user experience precisely because it is personalized, as visitors are saved the inconvenience of having to spend time seeking out relevant information—it's already front and center.
Subscribe to the 'Inbound & Down' Question of the Day
Sign up to receive a new inbound multiple choice question delivered to your inbox every morning.
Explore more inbound learning on the 'Inbound & Down' Podcast.