A user’s experience of the website is critical to the company’s business success, especially when you consider the thousands of users who click on it every day. That the site must be made functional, engaging, and resistant to any disruption that will interrupt business continuity is merely the basic requirement. These days, users are demanding a richer, more rewarding, and ultimately delightful web experience to remain captivated.
To show in a simple example: given two sites offering the same product and with the same downloading time, fair amount of content, easy-to-use interfaces, and secure e-commerce features, the user would probably make his choice depending on the quality and/or the cost of the product. However, if he finds he enjoys browsing one site over the other, then he will keep on returning to it, simply because he is delighted by the experience.
The numbers prove that a user experience that gives the customer high satisfaction gives significant return on investments (ROI). According to UX Passion, organizations that invest in customer-friendly user experience have seen the rise of their revenues by 37%. Leading companies in the United States that have mastered the science sometimes even see their ROI’s rise by 30%.
With this opportunity, Web Content Management solutions offer organizations a more efficient, effective way to provide their customers a delightful web experience that will keep them coming back, resulting in repeat business.
Three unique distinctions
A Web Content Management solution incorporates and manages the designs and content conceptualized and created by the artistic minds in the company, such as a team composed of the designer, developer, editor, writer, and marketing specialist. It automates the services and functionalities in the site, and ensures that they give the customer a seamless, happy time interacting with it. It uploads the site with interesting fresh content that will draw in the readers. It also adapts the site features across many platforms and devices, which opens accessibility to the user, regardless of whether he is using a desktop or a smartphone.
A Web Content Management solution provides the users of your website an engaging web experience through these features:
Personalized content is the key that changes the user from an occasional visitor to a member of your family. It speaks to the needs of a particular demographic or target audience and discusses topics closer to his interest. A run-of-the-mill website may target health-conscious readers, but a smart site that wants to draw in Millennials who work hard and play hard will feature content that explores stress management for the thirtysomething crowd, or the right foods to eat at that age if they want to remain healthy by the time they reach their 40’s.
A Web Content Management solution can guide the website’s creative team into crafting more personalized content by installing personalization rules that determine the important details about the visitors who visit the site. Features like social media widgets and promotions can identify a user’s gender, age, social status, purchase power, and buying behavior. It can detect the content in the site that engages him, as opposed to those which made him click away a few seconds later.
The accumulation and analysis of this personal information can help your creative team produce sharply defined content that will strike a greater chord in the user by addressing his needs in specific manners. This enhanced user experience will not give him any ideas about moving to your competitors.
If a smart user who enjoys the website experience on his desktop squints to read the site on his smart device, then maybe he might find another website offering the same product, but with more convenience.
A Web Content Management solution makes the content of your organization visually appealing and easy to read in all platforms. It tailors the content, apps, and interfaces to fit the display of laptop, tablet, and smartphone alike. Before a site is launched, it allows you to preview how it will look on all the devices that a user employs. It then makes the adjustments for the things that still need improvement.
A Web Content Management solution is a vital tool to business owners faced with the trend that more users are doing their work and lifestyle habits on their mobile devices, instead of the desk bound computer. Mobile use is growing 58% annually. As Smart Insights puts it, “Multi-platform internet usage is the norm across age segments today, while mobile-only usage is becoming more prominent.”
A Web Content Management solution actually equips you to contact these potential customers by managing multilingual features on the site. For example, if your site is targeting a Spanish-speaking audience, it will integrate translation services into the content production workflow. Content writers can write or produce material in their own native language and the solution will facilitate the translation into English, and vice-versa.
Your Spanish-speaking customer will browse your site in English, which he is fluent in, or simply access the Spanish translation which he may be more comfortable with. His choice will make his experience of your website more enjoyable, convenient, and even fun.
If you want to contact more customers, give them a website experience they would be hard-pressed to find on another site. A Web Content Management solution will automate the processes and features that will preserve their enjoyment, and then continue to refine it for their growing satisfaction.