Dynamic content can change based on each user’s location, preferences, behaviors, or any other data collected from the user at that point in time.

Below is an example of dynamic content in action. Etsy tracks how many people are interested in each item at any given time. They let shoppers know how many other people have that item in their basket, which creates a sense of urgency and can push people to check out faster.

This is a very effective way to boost engagement and generate sales. However, sites need to put in the work in order to get the information necessary to create dynamic content.

Sites can use different tracking methods, like cookies, to gather information about visitors. Using these methods, they can tell how many times a user visits a page, for how long, and if they actually clicked on anything. They can also see if an individual made a purchase and what that purchase is.

All of this information affects dynamic content. The website can change the recommendations you get based on your ordering history. You many even get personalized ads based on what you’re interested in. Companies do this to give customers unique, personal experiences, while also pressuring them to make a purchase.