Actionable Optimisation #19 – Dynamic Messaging

 September 15, 2020

By  Will

Improve Conversion Rates by Using Dynamic Messaging

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A great way of helping your customers through the purchase journey is with the use of dynamic messaging and notifications when they ‘unlock achievements’. It links into this idea of on-site gamification as well.

As you move through a game, you’ll complete tasks and there’s frequently a cutscene or some dialogue which triggers. It helps put some structure in place so people can see that they’re moving forward with the game.

A similar approach can work on your ecommerce store.

As soon as someone hits a notable threshold, trigger a message, or change the relevant text so they know they just have to keep moving forwards.

A particular area this works well on is your free shipping threshold.

What’s going to convince you to continue with your purchase, a messaging stating you need to spend £50 to get free shipping, when you’ve got £50+ in your cart, or a message saying ‘You’ve unlocked free shipping, complete your purchase by 3pm for next day delivery.

Another way to highlight this would be a little notification at the top of the screen when someone adds an item which pushes them over the threshold.

Just having the information available on the site isn’t enough, you need to update and notify people to convince them the offer is there.

Personalisation (which this is in a way) is known for improving conversion. It doesn’t have to be content personalised on that person's personal information, but if the experience is tailored to them, you’ll see improvements.

Where can you use dynamic content on your website to improve conversion?

19. Dynamic Messaging


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


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