August 31, 2018 / GuidesFor Team
User experience and his satisfaction with your website is no longer an option. It is indispensable and non-negotiable when it comes to the rapidity with which your site receives increasing clicks and visits, your social media experiences member participation, and the effectiveness with which marketing can make its campaigns. Sales professionals will also be the first to tell you that user experience can be key to customer engagement and retention.
The numbers back this up. According to Inbound Marketing Agents, customers who are used to fast download time and equally responsive customer service are not predisposed to give you a second chance. If they are not happy with their experience when visiting your site, 88 percent of them will not return but instead check out another online provider.
Knowing what the website user or customer wants becomes paramount. There is a bit of silver lining to this challenge: the same digital technology that makes users more demanding and gives them higher expectations can make it possible for companies and marketers like yourself to understand their motivations, behavior, and purchase choices. In a stroke of sweet poetic justice, Web Content Management solutions (WCM) can give you the tools to “get inside your user’s head” and understand what makes him tick. That knowledge in turn can enable and equip you to design your website, create content for it, and then integrate it with the other channels to provide your user that seamless, highly satisfying web experience he desires.
Just a brief background: WCM automates the way your company, usually led by your content or marketing manager, creates, organizes, and disseminates content in order to bring your messages and campaigns to your target publics at the time that they need it the most. All your usual content platforms – e-blasts, newsletters, blogs, social media – will operate under one automated network that se
es to it, with your supervision, that all messages are aligned and that their various ways of dissemination happen punctually and without fail.
You can also use WCM to discover more about your user and his wants, preferences, and choices in order to enhance and improve his experience on your website.
First and obviously, analytics comes into play. Your customers’ online interactions are a giveaway as to their shopping habits, content favorites, and usual gripes. They can be tracked in the dozens of digital activities they have done on your content platforms, such as webinars, website visits, event sign-ups, just to name a few. But the data, even per user, is so immense that it baffles and can overwhelm any marketing or content specialist who tries to make sense of it.
This is where analytics comes in. WCM providers like Sitecore, for example, make sense of all this customer information by categorizing data siloes and then breaking them down into various units that track down customer choices and behavior. It is a 360-degree perspective that will give you a very concrete profile of the individuality of your user, the kind of content that he likes, and the kind of activity that he enjoys.
That’s just for starters. For example, the marketer or content manager of a health food product who uses WCM analytics to profile several users can tell you that User A, who is a working mother, would rather attend eyeball events that give out helpful prizes she can use at home, like a nifty appliance; she would also prefer to read content on the health of teenage children. In contrast, User B, who is a twentysomething IT programmer, will attend only one out of 10 webinars but will spend 10 minutes on a page, reading all he can on information about energy boosters, insomnia cures, and internet addiction. That’s because he spends roughly 12 hours a day at work and need to know how he can build his stamina and energy levels, while managing his stress.
Next, WCM gives you a window into your customer’s buying journey by providing the context of his actions. Context is said to be the queen of the internet who provides strong if quiet support to the king which is content. As described by CMS Wire, CM seamlessly integrates all the user experience across all channels, from the promos he joins on social media, the infusion pages he registers on, to the email blasts he rejects. By providing a common link that integrates his patterns of behavior on these different platforms, you can get an idea not just of what he likes and dislikes – but why. Those insights can help you create not just effective content that will compel him to return to your sight, but a sustainable, long-term campaign that will guide his buyer’s journey in the future.
The digital world has raised the stakes when it comes to user experience and client satisfaction. At the same time, it creates effective powerful tools like WCM that can help you enhance that experience and fulfill their requirements to your advantage.
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