Create Your Company’s Best Digital Future with a CMS

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In most cases, when companies set up their websites, they really don’t think beyond simply having an online presence. However, there is so much more to consider such as the mobile capacity of their site. Can a customer easily access the site from their phone or is it only meant for desktops? What about the hundreds of Google algorithms that power their search engine? These factors absolutely must be considered along with the best CMS (content management system) for the business. When setting up your business, asking yourself the following questions is a good place to start:

Will my company’s site give a premium customer experience on desktop as well as mobile?
We live in a mobile-first world. So much so, in fact, that according to Gartner, ecommerce-driven mobile revenue will increase by 50% next year alone. For that reason, Accelerated Mobile Pages (AMP) and mobile first indexing is becoming the main strategy for Google. In order for your business to keep up and offer a seamless experience from desktop to mobile, a quality CMS is key. Remember you only need one URL for all versions in order to keep in line with Google’s recommended best practice, URL architecture, and of course, keeping the site customer-friendly.

How do I get users to click my link first?
The better the meta description and title, the more likely a user will click on the link for your company instead of a competitors.  Unfortunately, it’s duplicated or missing titles and meta descriptions showing up in Google’s search for your company that often stand in the way of whether or not users choose your link. Luckily, this is easily resolved with a good content management system that allows you to change them quickly as well as check for missing ones.

Is my content reusable?
This is where it gets tricky. Many websites have content in multiple places simply because it is necessary. From blog posts to product descriptions, it’s not unusual for content to arise in more than one place on any given website. Yet when it comes to Google, these pages of duplicated content make it difficult for the search engines to know which option to show users. The good news is this will not affect your Google ranking, it simply just makes it harder for Google to crawl your website for highest value content. Again, a good CMS can easily take care of this for your company and make it much easier to manage and tag your content.

Is it possible to optimize my URLs for multiple languages?
In general, a website is done in one language. However, if you’re looking for multiple language options for your site, consider the use of subdirectories with generic top-level domains (gTLDs). A good content management system can easily set this up without requiring much maintenance.

Can I style my page for both Google and the human user?
Yes, this is possible with a good CMS. A good CMS will give you multiple options while allowing you to style your text with tags, even without knowledge of HTML or CSS. Remember, use your most important keyword in your URL, H1 tag, first line of text and, if you can, the alt tag.

Can my content be optimized for social media?
Again, this is tricky. Often, companies find that social media platforms won’t recognize a website’s headline or image, and then posts something completely different. It’s not what you want, and it’s certainly not enticing enough for users to click on. To avoid this, you’ll have to mark p your content using Open Graph for Facebook and Twitter cards. If this sounds daunting, it is, well, if you’re doing it manually. Yet, a good content management system can easily take the stress off your hands and do it automatically. The content is marked up so it looks great and can be easily shared.

As you can see, choosing a content management system is practically a no-brainer. Having a user-friendly and search engine friendly website is one of the best ways to ensure that your content will get noticed. A good CMS gives you the ability to produce superior content while also being readily available to the millions of people searching on the World Wide Web.

Three Customer Experience Stats You Should Know

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As an enterprise, you’re very familiar with the calls to deliver the right content to the right people at the right time to best optimize the customer experience. You can credit the focus and investment in digital customer experience to crowd-sourced company and product reviews, numerous forms of social media, and savvy customers connected to companies and their competitors through a variety of digital platforms.

Read on for three important statistics that highlight the opportunities for successful customer experience, along with best practices and tips on how to address them.

1) Loyal customers are seven times as likely to test an offering, five times as likely to buy again, and four times as likely to refer. (Source)

Knowing your audience’s personal preferences and needs goes beyond understanding what products or services they are interested in and the money they’re willing to spend. This understanding of individual preferences is about analyzing behaviors and tendencies—even as they shift over time—to present the most relevant and compelling messages, content, and offerings. Also, leading enterprises are listening to consumers, and they understand what they will get in return for satisfying consumers’ demands.

A modern CMS platform, which serves as the centerpiece of any digital customer experience strategy, can help by converting that insight into action and by offering the right digital experiences in a way that resonates with site visitors each and every time, and collects relevant feedback that reinforces customer loyalty.

2) 94% of companies see “higher engagement and conversion rates” as benefits of a commitment to customer experience (Source)

Consumers have shown their willingness to invest more in the enterprises who deliver a customer experience that matches their expectations. Why do site visitors reward these companies so generously? It’s because they recognize the value of doing business with an enterprise that has taken the time to learn who they are and what they want and created a digital experience that delivers without fail across all devices and channels.

3) By 2017, 89% of marketers expect customer experience to be their primary differentiator. (Source)

Marketers are on the front lines when it comes to engaging customers, and they see how important it is to create appealing digital experiences. Everywhere you look, enterprises are vying for your attention; and once they have it, they strive to keep you coming back for more. As different digital platforms emerge, it will get even tougher to stand out from the pack and keep brand loyalty steady. That is why some of the most successful enterprises use personalization to engage site visitors.

So how do they provide this level of attention? Only with a modern CMS platform, built from the ground up to deliver high-performance personalized experiences, that enables marketers to target specific audiences and deliver compelling experiences that authentically connects with customers and ensures brand satisfaction.

Clearly, enterprises that can answer the call to not only meet but exceed the customer experience stand to win big. Simply put, both short- and long-term profits and brand loyalty are at stake. But providing great customer experience requires work. In fact, to get customer experience right, you must have the right technology in place. Explore our white paper: Building and Optimizing Multi-Channel Web-Experiences to learn about the most modern technology available to you to better engage your customers. Download it today and discover how to deliver modern digital experiences that today’s site visitors expect.

The Reality of Website Personalization

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While by no means a new concept, website personalization is as popular as ever as companies seek to give site visitors a unique experience tailored to their needs and requests. However, tailoring a website to fully engage different types of visitors comes with a few difficulties. The following are three main factors that often make personalization a challenge.

Personalization Takes a Significant Amount of Resources and Time
Although website personalization will ultimately make your company money in the long run, in the short term it takes a lot of time and resources to do it correctly. Think of it this way, if you are personalizing a section on your homepage by audience, you will need to decide how to target each demographic. Then, you will need to create specific content for each audience. Finally, even after those tasks are completed, you are stuck with the additional task of deciding what the overall goal is so you can track the success of the personalized experiences.

After you’ve spent the time doing the above, you need to implement them in a personalization tool. Again, this requires resources and might even be a few days’ worth of work before your site is completely personalized. Once it’s up you and running will need to let it run awhile to let it gain momentum to give you meaningful statistical data. After enough time, you’ll need to go back and evaluate and possibly tweak the content. All of this requires a substantial about of budgeted time and capabilities to be possible. Of course, using a CMS such as Crafter, where the personalization engine is built directly into the platform, makes this effort so much easier than legacy systems.

Reporting Helps Determine Goals
So how do you know whether personalization has really improved your website? That’s when reporting comes to play. Because reporting can vary, knowing what should take priority will help you determine proper goals for your personalization campaign.  In a nutshell, it comes down to conversions — more clicks, downloads, click ratio per audience, and navigation to other sections should all be part of the testing. For e-commerce sites, add shopping cart stats and revenue per customer. Again, nobody said website personalization is easy.

Without realizing how much time it takes to set up and report, many employers simply add the huge task of personalizing the company website onto an employee’s already-busy full-time schedule. This is a really bad idea. Adding personalization to someone’s current job responsibilities without giving it the attention it needs will not yield a successful campaign. Again, having personalization built-in to your CMS platform makes reporting and optimization much more time efficient.

Manage Team Expectations
Website personalization gives visitors to your site a very individual experience, but keep in mind it doesn’t always feel magical on the backend. You may hear people from your team say, “Why can’t we just set up a campaign for this?” (meaning, for every little thing) or “Just run a test!” But from the time it takes to create the content to execute it to testing it to optimizing it, personalizing “everything” just isn’t possible. Laying out how you will be targeting your audience should be established from the beginning, and then you can recycle those groups into new campaigns down the road to help you move faster.

Another expectation you will need to nip in the bud is the fact that personalization won’t necessarily drive traffic to your site. It will, however, keep quality visitors on your site longer, keep them engaged, and ultimately convert visitors into loyal customers. Your leadership team might not be comfortable, yet with the metrics involved with personalization, so you will need to help familiarize them with this type of thinking.

All in all, personalization can be rewarding and the key to success for your company site. But, as you just discovered, it is not easy or quick. To make personalization for your site as quick, efficient, and effective as possible, contact us to learn how a modern platform such as Crafter CMS can help you meet your goals.

 

The Future is Now: Virtual Reality Transforming Retail

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When it comes to brick and mortar retail, every inch of retail space is crucial to keep the business booming. So it’s no wonder that Happy Family, an organic children’s food manufacturer, decided to turn to virtual reality to help them gather data from 800 shoppers. Turns out this method isn’t just working for them, but it’s working for many other retailers too. It’s quickly becoming the future of retail with an international reach.

While it may seem somewhat futuristic, the truth is scenarios in which using virtual reality are beneficial, isn’t that far reaching. Combining virtual and augmented reality are already transforming major retail locations in every way — from the aisles, to store design and signage.

The Difference Between Augmented Reality and Virtual Reality

Sometimes augmented reality and virtual reality are used interchangeably. However, there are significant differences that you need to know when using or discussing these technologies. Augmented reality is a blend of real life and virtual reality. In other words, the consumer is still in touch with the real world around them, yet interacts with virtual elements. Virtual reality, on the other hand, transforms the user into a different world. Goggles or some type of headset are required for experiencing virtual reality.

Virtual Reality is Here to Stay

Virtual reality is not just a hot technology item for gamers, and from the data, it doesn’t appear as if virtual reality is just a fad. While VR has been around for a long time, it has matured to something that benefits our work and home lives in addition to being fun for entertainment purposes.

With virtual reality constantly improving, it’s time for retailers to honestly consider adding the technology to the way they do business. It’s already been proven that brands who have embraced virtual reality have attracted a wider user base. In a world where technology is constantly evolving, consumers are continuously demanding more from brands. Keeping up with technology is how brands can stay among and ahead of their competition. Consumers are beginning to expect virtual and augmented reality as they do their online shopping.

V-Commerce is the Next Step

Clearly, a complete move to v-commerce is what lies ahead. Although the idea of new hardware may seem overwhelming to businesses, it really shouldn’t be. The concept is constantly evolving as is the equipment.  Because of this, there are multiple options with devices at different price points and even applications that allow smartphones to use augmented reality and virtual reality.

With this omni-channel strategy, consumers will be able to do everything from trying on clothes to looking at products or ingredients. With this technology, retailers will be able to deliver an in-store experience to users shopping online. The scenarios for using virtual reality are endless and the benefits for business success are priceless. From up-selling to cross-selling, virtual reality will allow consumers to engage more with the products and will help to create a much more personal experience. This will in turn, increase sales – a reality every business owner can get behind.

New Tool Tests Your Website for Mobile Friendliness

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A recent global mobile study has shown that, collectively, Americans check their smartphones 8 billion times per day. From shopping and checking social media to paying bills and responding to emails, that comes out to about 150 times a day per person. For those keeping tally, that’s up 33 more looks per day than last year. The frequency at which users look at their phones is a huge factor in the popularity of mobile-friendly sites. More than ever, companies are quickly discovering that their website speed and mobile-friendliness is a huge factor in sales and customer loyalty.

When things aren’t moving fast enough, users get frustrated and more than likely switch to a competitor’s site. In fact, according to Google, an average user will leave the site if it doesn’t load within three seconds. And, since more searchers occur on mobile devices than on computers, it has become excruciatingly clear that if a potential customer can’t get through to your company’s site in that timeframe, they are five times more likely to leave. Plainly, a good mobile design is crucial to the success of your business.

Because of this need, Google has come out with mobile speed testing tool to give enterprises an idea of just how fast (or slow) their site loads. They run all the numbers for you to help you take the guesswork out of it. You are even given a report showing where your site fails so you can upgrade your system.

The concept is simple. Using a scale of 1-100, the speed testing site takes your company’s URL and measures the loading speed and mobile-friendliness. Everything from HTML, CSS, and Javascript to how long it takes images to load (on both desktop and mobile) are considered. In addition to how well your site fares, you can also see the specific spots that need improvement. Knowing is half the battle, and seeking development in the inadequate areas as soon as possible will help you keep your company out in front of customers, and far ahead of your competitors.

Ironically, Google failed its own test receiving a 59/100 on mobile speed and a 66/100 on the desktop speed. Both are listed as “poor” ratings.  But these statistics are what Google will use to improve their site.  According to the tool, Google’s desktop speeds could be improved by optimizing images and prioritizing visible content. Certainly interesting (and no doubt humbling considering they got slapped on the wrist by their own site!).

In a mobile world, there’s no reason to have a slow, inadequate website. Allow your company to stand out by giving your users the mobile experience they are looking for – a fast, easy, user-friendly design.

If your company is one of the many out there that has a slow website or poor mobile support, rest assured, an upgrade to Crafter CMS will improve your website and make it mobile-friendly and blazingly fast.

Check out Google’s new tool here: https://testmysite.thinkwithgoogle.com/

Rethinking the Content Management System for Media and Publishing in the Mobile Era

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Ask anyone from the staff at Buzzfeed to the owner of your neighborhood antique store, and they will agree: it’s time to reinvent the CMS so every publisher has the same tools to succeed in a mobile world. After all, in a world of smartphones, users have come to expect a better experience on mobile. Whether they are flipping through apps consuming content from left to right or experiencing rich magazine-like features, keeping the reader engaged is a top priority.

When it comes to moving beyond the desktop, “themeing” in the CMS is necessary to build these experiences across multiple screens. The goal of responsive design is a good starting point, but it doesn’t do the job completely. We need to take it a step further with the CMS being WYSIWYG and component-based. By doing so, any publisher can deliver a rich, touch-enabled experience regardless of the screen or device or wearable the reader uses.

Creating richer experiences on mobile enables engagement, and even monetization, to live within the CMS. Up until now, most CMSs had monetization relegated to the right rail of the page, but with so many users experiencing sites via mobile, it’s become necessary to shift to in-stream experiences. Dynamic experiences and monetization is now living symbiotically with the content. While many legacy CMS vendors have created bridge solutions, the real solution in the long-term is to make the CMS the place where native advertising is created and trafficked in sync with a publisher’s existing ad server. And this requires a CMS built for today’s era of mobile engagement.

Of course, every reader has different tastes and expectations for any given site so in order for native ads to be a success, personal relevance should be a major factor. Rather than a chronological feed, a personalized feed directed at the user’s own interests is needed.  Personalizing the user experience for each individual reader should be at the core of any given CMS. This provides a superior reading experience and users are much more likely to frequently engage with the site.

It isn’t just responsive design that has changed, users have changed their online activity as well. They are no longer simply reading content, leaving comments and moving on. Today, they are sharing more than ever and CMS for the mobile world needs to offer the seamless ability to connect with the online community.

Additionally, writers or anyone interested in creating content should have the option to write on mobile. Unfortunately, CMSs built a decade ago are not a viable option on mobile. Authors should be able to write content from their phone as effortlessly as they tweet.

While we aren’t totally there yet, this reinvention will surely happen. Publishing has drastically changed since the mobile shift and there’s no doubt that reinventing the corresponding CMS software will occur in the near future.

To learn how Crafter CMS was designed and built for the modern era of mobile engagement, contact us today for a personalized demonstration.

 

User Experience: The Single Most Important Element of a Web CMS

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Because it affects how efficient your team works, it can be argued that the single most important element of a web content management solution is the interface used by the editorial team. If the user interface is meager, than the speed at which your team works will be slow, the quality of content produced will be lacking, and traffic to your site will ultimately drop.

Usability all comes down to the web CMS features. There are some features that will come second nature to your editorial team while others will be obtuse. Overall, a system that is user-friendly and embraces the most casual content editor is one that will make your editorial team most productive.  Likewise, you will be pleased because your team will be more efficient and more productive on a system that most closely matches user experiences they are comfortable with.

That said, when it comes to evaluating a new web CMS solution, a few key usability features that all clients should look for include:

Performance of the Editor’s Console: The fastest way to aggravate your users is to have a slow system. If the interface gets stuck or isn’t responsive during the workflow process, it will quickly cause frustration. This will, in turn, cause a lack of confidence in the entire system, and ultimately lead to a breakdown in adoption and use.

Window Management, Lightboxes and Transparency: Those who used a CMS solution in the late ‘90s may remember the annoying pop-ups. From editing an article using the in-context tool to adding a link, the constant pop-ups seemed endless. Now, interfaces that use JavaScript Lightboxes are much simpler because all edits are kept in the same window. This preferred solution is faster and keeps edits in the right order. Additionally, transparency is important.

In-Context Editing: Rather than the traditional model of opening a window to edit a full piece of content, this new feature allows for a faster, more intuitive style of editing. Users simply click on the article title and it becomes a text field for simple adjustment. Streamlining the editing process is a win for everyone.

Contemporary Design Features: Keeping the designs fresh and contemporary as possible is an ongoing task for CMS design teams. Whether it’s the simple features of rounded corners or the distinct single- and double-clicking responses, these distinctions are what make interacting with the software so valuable to editors.

Each organization has its own internal culture, from the work attitude to the comfort level with digital user interfaces. The best way for you to make the right decision for your digital content group is to try a CMS solution firsthand. Once you use it, you will see how it will work for you and your team. Contact us at Crafter to answer any questions you may have about a web content management solution for your enterprise, or to start a free trial today.

Four Reasons Why Your Business Needs a Mobile App

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With the rise of smartphone usage, the mobile app industry is as successful as ever. This growing trend has become attractive to many businesses as they become more aware of the impact an app can have on their business.

More specifically, mobile apps have quickly transformed the business community and companies are finding this medium to be the fastest and easiest way to reach existing customers and potentially new customers without invading their privacy.

The following are just a few points to consider when you are deciding upon a mobile app for your business.

1. Promoting: Marketing and promotion to get the word out about your company is crucial. With stiff competition in most industries, businesses are thinking up new and creative ways to promote themselves. Mobile apps not only support customer engagement, but they also allow companies to promote themselves and offer a variety of discounts, coupons and deals to their customers. Additionally, push notifications and location-based updates greatly enhance the effectiveness of each promotion.

2. Engagement: Most of us are extremely busy, so in order to reach your customer, you need to engage them in nonintrusive ways that peak their interest. Mobile apps are a way to do this with their potential to increase customer engagement by simply keeping them up-to-date on the latest products or services. Your customers can have updates at their fingertips – something that conventional marketing completely lacked.

3. Improves Sales: Mobile apps allow customers to make purchases right from their smartphones which helps to accelerate your business sales. Your potential customers can order products and services wherever they are rather than waiting until they are at a computer to visit your website and shop.

4. Customer Support and Service: With the app right on your customer’s’ smartphone, it is much easier for them to reach out for support and service. In turn, you can easily address their inquiries while providing support whenever it is required. Prior to the mobile app, the process for customers to get support was lengthy and time consuming.

When you’re ready to build your next enterprise mobile app, contact us at Crafter Software to learn how Crafter CMS enables rapid mobile app development, so you can create the ideal mobile app for your company, stay up with the competition, increase your sales, and ultimately watch your company grow.

Top 5 Capabilities Your Web CMS Needs

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Marketers expect much more from web CMS solutions now than they did five years ago. Today, web content management is much more about customer engagement and marketing activities than the publishing and content management it was a few years ago.

Because of this transformation, CMS platforms are becoming the central point for everything such as managing data from CRM, ERP, Marketing Automation and other applications, delivering personalized experiences, analyzing customer data and optimizing strategy, and even improving management of organization-wide digital assets. As customers come to expect, and often demand, a perfect experience every time, it’s as important as ever for enterprises to explore how today’s advanced web CMS solutions can help them achieve their goals. The following are 5 essential ways that CMS supports the digital experience.

1.  Efficient Management of Digital Assets
The use and management of both text and visual digital assets are easily done with CMS platforms. Everything from editing to resizing and previewing assets, as well as pushing media and documents to the web and social channels is simplified through the use of web content management. WCM allows enterprises the vital role of smoothly and efficiently delivering customized digital experiences.

2. Utilizing All Web Properties to Publish Content
At one point having multiple marketing teams for a wide range of products and global services may have worked, it just isn’t feasible now. That approach only causes redundancy of efforts, unwanted licensing and maintenance expenses from websites built on varying platforms, and outrageous marketing team sizes.

Ideally, with the right web CMS platform content will be automatically pushed to social media, public facing sites, internal intranets and any other channel that makes sense. This smoother process is not only more streamlined and efficient, but it also keeps the brand voice consistent across multiple platforms.

3. Optimize The Use of All Data
Once you have streamlined your ability to publish content, you will want to get a better handle on how you optimize the use of all that content and the user’s experience. CMS platforms that are equipped with full support for A/B Testing, customer engagement analysis, predictions and recommendations, goal tracking, campaign tracking and other actions related to analyzing customer data and customer journey tracking will significantly improve this optimization.

Additionally, CMS platforms offering intuitive backend interfaces with integrated BI insights as well as administrative ability to utilize the insights quickly will substantially enhance the process and raise the bar even higher.

4. Integrated CMS Platforms
To your customers, your online presence is not segregated into the web, social and other silos. To them, it is one entity. So failing to integrate CRM, portals, BI, analytics and other key applications will cause you to spin your wheels in your attempts to reach your customers from all angles in your CMS platform.

The task of integration is simplified with the use of out-of-the-box connectors while easily linking existing web applications through APIs. Everything from search platforms, e-commerce, language translation, major CRMs, analytics, databases and publishing platforms easily come together.

5. Personalized and Integrated Digital Experiences
Leveraging web CMS platforms is key for any enterprise managing multiple brands and/or products. Modern CMS solutions ease the ability to deliver personalized and contextual digital experiences by simplifying the process of personalizing the design and content for landing pages, making it easier to reuse code and display separate content to different user segments.

8 Innovative Web Design Elements That Drive Revenue

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Website design is evolving so quickly that if your site is more than two years old, it’s probably time for an update. Keeping up with these rapidly changing internet technologies can be tough, but with 68% of all Americans owning smartphones, systems like mobile marketing are a requirement for success on the web. Your consumers demand a modern design optimized for mobile, and the future of your company depends on it. The following are a few other elements required for modern web design worthy of your consideration this year.

1. CONTENT MANAGEMENT SYSTEM (CMS)

Although CMS have been around for over two decade, they are still the most popular and most versatile way to allow for easy updates to your website content. With CMS, no technical coding skills are required because many systems provide the ability to easily drag and drop elements to easily create basic design changes.

There are many CMS platforms but Crafter Software is the difference your company has been seeking.  Crafter offers an open source, agile, and modern Java-based alternative to closed, proprietary WCM solutions from Oracle, Adobe, HP, OpenText, Documentum, and others.  And Crafter provides a much higher performance solution when compared to other open source solutions that are tightly coupled and based on SQL databases or JCR (e.g. Apache Jackrabbit) repositories.  Crafter leverages best of breed free and open source software, including the Alfresco content platform, the Spring Framework, Freemarker Templating Language, Bootstrap, Google Analytics and Apache Solr.

Keep in mind when considering a CMS platform that site speed is crucial for search and your web design should be properly optimized for it. A slow website will turn your current customers and potential customers away. Because of the importance of site load times on smartphones and tablets, having a responsive design is a must.

2. RESPONSIVE DESIGN

Making a responsive website is essential.  Mobile commerce is now 30% of all e-commerce with over $400 billion in revenue generated each year. Because of this, it’s safe to say that over half of your website traffic comes from mobile devices. Keeping your site load times at a minimum is as important as ever. If your site loads too slowly and customers have a difficult time viewing your site – especially on their smartphone or tablet – they may move on to a competitor’s site.

3. BUSINESS BLOG

A business blog is a great way for you to present relevant content to your audience while giving them a reason to continually come back to your site. It educates your customers and prospects with an opportunity to build trust and a relationship with your brand and business.

Because the blog content needs to be fresh and relevant, it’s smart to begin blogging when you have the time to devote to the long-term commitment. If now is not the right time to start, don’t wait too long. Your competition could be blogging and over time this will work against you while you wait, they will be gaining valuable market share, referrals, inbound links, and of course, customers.

4. SOCIAL MEDIA SHARING

Promoting your business via social media is a given. And, if you have a business blog, there’s no better way to reach your target audience than by promoting it on social media like Twitter, Facebook, and LinkedIn. In addition to promoting your content, social media is a great place for your customers and site visitors to connect and share your information.

Trust is important when promoting on social media, so be sure to take time to share relevant information to targeted audiences who will be interested and most likely to share. Avoid spam posts, they will only annoying people.

5. CONTENT PERSONALIZATION

Creating personalized content for your buyer personas will help increase conversions for your website. One great example of a site that shows just how content personalization works is overstock.com. Once you’ve created an account on the site, you will notice products you have shown interest in are recorded. By watching your behavior, the site is able to suggest and promote similar products.

6. CONVERSION PROCESS

The conversion process begins on the landing page. The sole purpose of a landing page is to convert visitors into leads. Your landing page can promote offers, be an opportunity to get site visitor information, offer whitepapers, ebooks, guides and other information.

Be wary of where you try to convert your website visitors into leads. Doing so at too many spots in the buyer’s journey can actually turn them away as they many find it obnoxious to be required to include contact information in order to simply get access to your website’s content.

You can work around this by promoting free offers that require no forms. By giving your visitors an option to see your site and become educated about your business while being exposed to your ideas, they can make the decision to subscribe further.

7. EMAIL MARKETING & NURTURING

After you have converted leads, you will want to offer additional content that they might find useful. By doing this, you are essentially hooking them and nurturing them throughout their buying journey. Email marketing is the best way to stay in touch and provide content that is useful to them. Again, you do not want to spam them or over email. Keeping their trust and building that relationship is key. Segmenting your leads by persona type and by stage in the buyer’s experience can help make your email marketing efforts more effective.

8. CONTACTS DATABASE AND CRM

For the best result in both sales and marketing, integrate your website with a contacts database. You will be able to store contact information for all leads and customers. You will also be able to store important information about how your contacts are interacting with your site pages, email marketing, and offers. This invaluable information can be used to create offers to your customers and leads at the most opportune times.

Integrating your contacts database with your CRM (Customer Relationship Management) platform allows your sales team to gain insights to each lead and where they are in their buying experience.

TAKEAWAYS

Websites are constantly evolving and are becoming more complex every day. Technology empowers customers in every part of the buying experience while also empowering businesses to provide better and unique user experiences. By embracing it, you give your company a better advantage over the competition and stay current with the latest trends.