Check out the screenshots below of two different users. (Almost) same title - very different types of shows.
How Netflix Personalizes Product Images to Maximize CTR
Finally, Netflix personalizes how they present each show to users.
They do this in two significant ways. First, is what category they present the title under. Second, they personalize the thumbnail image they use to maximize interest.
What eCommerce Stores Can Learn From Netflix's Use of Dynamic Content
There are three big takeaways from Netflix's use of dynamic content.
First, brands should ask what rich data they should add to their product catalogues.
Data fuels recommendations. Going beyond basic product information can create an advantage your competitors cannot replicate. Take Amazon for example.
They use a vast array of product reviews, customer purchase data, and product categorization to create dynamic titles and content.
Boardgamegeek.com is another example. They use their own taxonomy of games to orient and direct user generated content.
Second, brands should be actively testing offer variations. While Netflix does this through title images, eCommerce stores can test not only how they present their products, but also site-wide offers. For a curated list of successful AB test examples, click here.
Third, eCommerce stores should use product recommendations throughout their site to surface the most relevant products for each customer.
As you can see, dynamic content is a powerful personalization tool.