Campaign Studio dynamic web content (DWC) personalizes the web experience for contacts and website visitors. For example, when a returning visitor revisits a website, the website displays them a homepage banner featuring the products they previously viewed, rather than a generic message. It increases engagement and boosts conversion rates. DWC can also personalize headlines, calls to action, and images based on marketing channels or user behavior, such as showing a special offer to visitors coming from a specific campaign.
Campaign Studio is CMS-agnostic, which enables the addition of a DWC slot to any website. After you determine the location on your website where you want to display the personalized content, you must create an area to add the content. To do this, create an HTML slot where the DWC must be displayed.
To create an HTML slot:
On your webpage, add the following HTML tag to the area that you want to personalize:
In the HTML tag, replace slotname with the value you entered for Requested Slot Name.
Add your own default content between the <div> tags to ensure that some content version is displayed, even if a contact is anonymous or does not meet the criteria you have specified.
If you are using WordPress and have the WordPress plugin enabled, you can use shortcodes to enter DWC. For example:
Implementing DWC on a Campaign Studio landing page
Campaign Studio landing pages support both campaign-based and non-campaign-based DWC. In the landing page builder, add the DWC slot content that you want to display for contacts and visitors.
For campaign-based DWC: A website visitor who is a contact in the campaign sees the DWC when they visit a landing page containing the DWC slot configured in the campaign decision.
For non-campaign based DWC: A website visitor sees the DWC when they visit a landing page if they meet the filter criteria. If there are multiple slots sharing the same name, Campaign Studio matches the visitor to the filters for each slot and displays the appropriate one.
To add DWC to a Campaign Studio landing page:
Log in to Campaign Studio.
In the left navigation pane, click Components > Landing pages.
The system displays the Dynamic Web Content dialog box.
In Requested Slot Name, enter the name of the slot the content is requesting.
In the WYSIWYG builder, define default content to display for requested slot-name if no variations meet the DWC criteria for a contact.
Important
If the DWC variants contain any tokens that are not supported in landing pages, the system displays an error with details about the unsupported tokens used in the DWC.
Campaign Studio displays the default DWC if the specified slot name is unpublished.
Click Save after you complete the steps to create the landing page.
Campaign Studio displays the personalized DWC on the landing page for the contacts that meet the criteria. If a visitor is anonymous or does not meet the criteria for the DWC, Campaign Studio displays the default content.
Implementing DWC for websites
Campaign Studio dynamic web content (DWC) personalizes the web experience for contacts and website visitors. For example, when a returning visitor revisits a website, the website displays them a homepage banner featuring the products they previously viewed, rather than a generic message. It increases engagement and boosts conversion rates. DWC can also personalize headlines, calls to action, and images based on marketing channels or user behavior, such as showing a special offer to visitors coming from a specific campaign.
Campaign Studio is CMS-agnostic, which enables the addition of a DWC slot to any website. After you determine the location on your website where you want to display the personalized content, you must create an area to add the content. To do this, create an HTML slot where the DWC must be displayed.
To create an HTML slot:
On your webpage, add the following HTML tag to the area that you want to personalize:
In the HTML tag, replace slotname with the value you entered for Requested Slot Name.
Add your own default content between the <div> tags to ensure that some content version is displayed, even if a contact is anonymous or does not meet the criteria you have specified.
If you are using WordPress and have the WordPress plugin enabled, you can use shortcodes to enter DWC. For example:
Implementing DWC on a Campaign Studio landing page
Campaign Studio landing pages support both campaign-based and non-campaign-based DWC. In the landing page builder, add the DWC slot content that you want to display for contacts and visitors.
For campaign-based DWC: A website visitor who is a contact in the campaign sees the DWC when they visit a landing page containing the DWC slot configured in the campaign decision.
For non-campaign based DWC: A website visitor sees the DWC when they visit a landing page if they meet the filter criteria. If there are multiple slots sharing the same name, Campaign Studio matches the visitor to the filters for each slot and displays the appropriate one.
To add DWC to a Campaign Studio landing page:
Log in to Campaign Studio.
In the left navigation pane, click Components > Landing pages.
The system displays the Dynamic Web Content dialog box.
In Requested Slot Name, enter the name of the slot the content is requesting.
In the WYSIWYG builder, define default content to display for requested slot-name if no variations meet the DWC criteria for a contact.
Important
If the DWC variants contain any tokens that are not supported in landing pages, the system displays an error with details about the unsupported tokens used in the DWC.
Campaign Studio displays the default DWC if the specified slot name is unpublished.
Click Save after you complete the steps to create the landing page.
Campaign Studio displays the personalized DWC on the landing page for the contacts that meet the criteria. If a visitor is anonymous or does not meet the criteria for the DWC, Campaign Studio displays the default content.
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