Utilize Dynamic Variants to modify text, images, and buttons dynamically—without the complexity of branching logic. In this article, you'll learn how to configure default behaviors, apply conditional logic to elements, and test dynamic content variations to create streamlined, interactive experiences.
Focus area | Ideal for | Difficulty | Key success metrics |
Conversion |
| Intermediate |
|
🚀 Prefer a walkthrough? Watch the recorded Accelerator session to see this use case brought to life, step-by-step and full of helpful tips.
When to use dynamic branching vs rules based branching?
The Dynamic Variant modal resembles Rules-Based Branching and allows you to define user actions that trigger a dynamic event. Use dynamic variants instead when:
You want to update the page someone is currently using based on what they select in the moment
You want a linear path instead of tons of branching
Less going on in the builder map
Consolidated analytics instead of split across variations of the same screen
Skills required
Before configuring this use case, make sure you have:
Experience with building and launching an Experience. This use case requires an intermediate skill level.
Before you begin
Prepare 3-5 questions with one or more logic-based questions.
Have a clear idea of how you want to personalize content.
Map out the questions and the response options for each path.
Image files and content for question responses using dynamic variants.
Add the template to your brand
This template contains helpful hints, best practices, and guidance for this specific campaign. To add it:
Select Builder > Template Gallery.
Select Accelerators and choose Drive Engagement with Personalization
Click Use Template.
Enter a name and leave the drop-down on product match quiz.
Select the style guide you want to apply to the template.
Create.
Modify the template
Modify branding
Select each screen and determine if any branding edits are required. Consider:
Logo placement
Primary and secondary backgrounds (check both mobile and desktop views)
Font family and size for each text element
Button colors
Add and/or remove screens
Select the Intro Screen and update the existing text to welcome customers into your experience.
Determine which Q&A screens you want to utilize. The template contains five different question and answer types:
Q1: Standard buttons
Q2: Image buttons
Q3: Standard buttons
Q4: Image buttons
Delete the screens you don't want to keep and duplicate the screens you want to use until you have 3-5 question screens in total.
Update the copy
Update each screen with all possible variations for each response. This can be done in two ways:
Add a container for each response path, with options included in that container.
Add all variant options within one container
Name each screen
From the Editor, hover over a screen in the preview area.
Click the three-dot menu > Rename.
Enter a name. We recommended a name that indicates the question/product you want to map to in your product feed and the question you're asking. For example if you want to map the answers on this screen to a header titled "Concerns addressed" you could title the screen "Concerns."
Click Save.
Define Variants
In this walkthrough, we'll be using an example for a road trip snack finder.
Apply dynamic variants to an element
Each screen in an experience can have multiple dynamic variants. To apply:
Determine the element that will inform what's modified or hidden. For example, on the first screen "First things First", we have the option for sweet or savory snacks.
Click on an element or container in your experience that will be modified or hidden based on a prior response.
Click the dynamic variance icon to enable dynamic functionality for that element.
A pop-up appears where you can edit all dynamic variants. Note that the Default variant represents what is initially visible in the editor.
Click Add Variant.
Work backwards to add the logic. For example, when I add the dynamic variant to the "Fruity" option, select the prior screen "First things first", element, choose the button element, and the response condition that must be met is salty.
Modify the Then to modify an element or hide an element. Select Modify Element to toggle between modify and hide. In my example, I will select Hide Element for the Fruity button, because that should not show if the visitor selects salty.
Repeat the process for each element that needs to be hidden or modified.
Add as many variants as you need. Depending on the element type, different assets can be updated dynamically:
Text blocks: Change the displayed text.
Images: Swap out images dynamically.
Image buttons: Update both the image and accompanying text.
Click Add.
Once enabled, the tooltip will display the number of active dynamic variants and you will notice the green icon which tells you it’s enabled.
The logic is evaluated in order from top to bottom and displays the first matching variant. If no match is found, the configured default content is shown.
12. Repeat the process to modify or hide elements on screens throughout your
experience.
Add Outcomes
Add outcomes to your experience. Dynamic Variants work with both standard outcomes and Dynamic Product Feed.
Test dynamic variants
To test:
Click Preview from the Editor.
Adjust the device to preview or enter a custom size.
Click through the experience and validate each selection results in the anticipated response.
If answers are not as expected, return to the editor and adjust the responses in the dynamic variants pop-up, and test again.
Tip: Enter preview mode and ensure images appear as expected. If they do not, you may have a dynamic variant rule improperly applied. Check the Primary Section for active variants that could be controlling image visibility.
Optional additions
Configure pixels to track events
It's not required, but you may want to use pixels to track events for this experience. If so, follow the setup instructions for the desired pixel and test to ensure data passes as expected.
Map attributes to collect user data
Not required, but always recommended, you can map attributes to the answers a customer gives in your experience. The data collected is valuable for retargeting, boosting your view of the customer, and planning future campaigns.
Publish and launch
When satisfied with testing, click Publish.
Generate your launch links using the Launch Options panel.
Choose your preferred format: standalone URL, embed code, or link for pop-ups.
Launch the experience on your channels:
Embed on your website
Link in an email or SMS campaign
Include in paid or social media campaigns
Measure success
Baseline: Track core metrics in Experience Analytics
These metrics are built into the platform and reflect user engagement and intent:
Completion Rate of Experience: Measures the percentage of users who finish the quiz. A high completion rate indicates a compelling and clear value exchange (e.g., a coupon, a product match).
Website Redirect Rate: Reflects how often users click through to view recommended products. A higher rate signals that the recommendations resonate.
Redirect Click-Through Rate (CTR): Further validates engagement with product matches by tracking clicks from the recommendation screen.
Level-up: Track revenue & attribution metrics with external tools
For revenue attribution, customer behavior insights, and channel analysis, we recommend the following:
Add UTM Parameters
Apply UTM parameters to all launch links and redirect URLs within your Dynamic Product Feed (DPF). This enables you to tie experience traffic to specific marketing channels.
Example UTM tags:
iniCopyEditutm_source = email utm_medium = newsletter utm_campaign = summer_quiz
Tip: Enable “forward URL params” when configuring redirect URLs to retain UTM data through the click path.
Connect with GA4 & GTM
If you’ve configured GA4 or GTM:
Track events like quiz completions, redirect clicks, or coupon views.
Use these platforms to generate channel-specific conversion rates or revenue performance by UTM tag.
Go Pro: Compare vs. business-as-usual
Go a step further by comparing experience performance to your standard KPIs. You can extract these insights by segmenting site analytics by UTM parameters:
Revenue Lift: Did users who took the quiz convert at a higher rate than those who didn’t?
Average Order Value (AOV): Is AOV higher when customers complete the quiz and receive a personalized recommendation?
Time on Site: Are users who land on product pages via the quiz staying longer?
# of Product Pages Visited: Are they more engaged in browsing vs. bounce behavior?