Typically, there will be many locations deep within your catalog that do not have, or do not need, highly specialized dynamic experiences. These lower-traffic locations can still benefit from a common, stylized design and data-driven content and product spotlighting.

These deep low-traffic locations are called "long tails" because they represent the tail of a demand curve. While the more popular, high-traffic locations tend to see higher conversion rates individually, the long tails of catalogs have been shown to be worth more collectively. Because of this, creating dynamic experiences to cover the long tail products of your catalog can significantly boost overall conversion rates for your Web site.

You can create one rule, populate it with dynamic cartridges, and apply it to many different locations in your application. This simultaneously decreases the investment of time and effort, and increases the value of each of the long tails.

For example, you realize that your television category is performing poorly, and you decide to address the issue by creating a dynamic experience to help guide customers to the right television. It would take an enormous amount of time and effort to individually create unique rules for every possible location in a category, so instead you choose to create a single rule that will update and adjust as a user navigates through the application.

For this new rule, you choose a cartridge called "BestSellers." You click Select Records to choose products for that cartridge, but instead of selecting records by ID, you want to populate the cartridge with a dynamic set of records that will update and adjust as the user navigates through the application. In order to do that, you select the Dynamic Records option from the Select Records dialog box, and then choose refinements:

By restricting the results to the user's refinement state, you create a product spotlight that updates with relevant results every time a user navigates to a new location. This means that when the user is at Televisions > HDTV, the products that display in the spotlight are best-selling HDTVs. Then, if the user navigates to Televisions > HDTV > Sony, the products that display in the spotlight are best-selling Sony HDTVs.

By populating a rule dynamically instead of using static content, you create a relevant, engaging experience for all of the locations in your television category.

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