Your firm has fully embraced digital transformation over the last year. Your marketing team has worked overtime to update your website to meet the rising demand for digital consumer experiences.
Websites are no longer merely a marketing statement; they have evolved into an essential component of the whole experience you deliver to your clients.
Organizations that see this and welcome the transition from static websites to contemporary, scalable, and robust digital experience platforms will be better placed to deal with technological developments and the expectations of digital-first consumer engagement.
This blog post will present a list of website initiatives and approaches aligned with modern website technology and capabilities. We will assist your firm in creating better website experiences for your customers in 2022 and beyond.
Review Your Features and Capabilities
Knowing what to improve is the first reasonable step.
It is critical to understand the CMS (content management system) on which your website is constructed.
After determining the platform, examine the license's characteristics and capabilities. Once you know what's included, you can assess which features you use and which you don't. For example, if you already pay for personalization, taking advantage of it in 2022 should be a top focus.
Consider upgrading your site edition/version or transferring to a different CMS if your website platform doesn't offer much (particularly features that enable the strategies in this article).
Connect to Third-Party Apps and Business Systems
When your website is linked to other business systems, such as a CRM, you may exchange and use valuable customer data across platforms. Integrating your website with third-party applications expand its functionality. It provides your firm with additional information that benefits marketing, sales, and customer care teams.
Websites are so much more than a simple marketing tool; they are critical components of the total digital experience you offer your clients. A digital experience platform, or DXP, is the digital ecosystem that enables these digital experiences. A DXP isn't conceivable without the capacity to integrate.
Aim for Creative Site Experiences with Personalization
If you haven't done any customization yet, 2022 is the year to get started. It may appear overwhelming at first, but start with a marketing campaign landing page and work your way up to personalizing your homepage and product pages.
"An overwhelming majority of people think they are more likely to conduct business with a firm that provides individualized experiences." (Forbes)
When a visitor visits your site, it should contain personalized offers on products and services.
It's worth noting that good consumer data is a crucial part of successful personalization. To serve up material that you know your site visitors will enjoy, you must first understand who they are.
Prioritize Your Customers - Offer Value
It is now increasingly difficult for businesses to keep their clients updated. Spam inundates email, social media channels are overcrowded, and customer support departments are pushed thin.
Creating a dedicated area on your website for consumer communications is an excellent method to handle this problem. A client portal is an even better method to boost communication.
Customer portals are one of the most effective ways to keep business-critical information in front of your customers. They can be accessed through your website.
Web banner announcements for business hours and closures, new operating methods, or essential corporate news are some more ways to keep your clients updated about your firm. You can employ automated text notifications for more pressing issues like shipment delays or product cancellations.
Improve Website Performance
You should concentrate on website performance to increase site metrics such as the volume of traffic to your site and your ranking in search results.
From hosting to the front-end user experience, you'll need to examine the entire site architecture.
Your hosting solution should meet your site's requirements and handle both traffic and site size.
Another factor to consider is the user experience on your site's front end. Page load speed is an important consideration influenced by code, images, and third-party integrations.
Getting an SEO site audit is one approach to figuring out how well your site is performing. A site audit will assess your site's speed and performance while also revealing any critical flaws causing it to slow down. If your site has never been audited, 2022 is the year to find out how it is doing.
Reiterate Your Privacy Commitment
For a few years now, privacy has been a big topic in the headlines, and it will always be vital.
Your organization should rethink how it handles customer data in 2022.
Not only should your company's commitment to privacy be a best practice, but it's also crucial to evaluate if it's complying with privacy regulations and laws like GDPR.
GDPR applies to all firms with personal data about EU citizens, not just those in the EU. "If you gather any personal data of people in the EU, you are expected to comply with the GDPR," according to GDPR compliance requirements.
If your organization is registered in the USA, you can follow these measures to ensure GDPR compliance.
What type of client data do we gather through our site, where is this information stored, and are we following all privacy best practices are some of the questions you should ask. Rethinking how data is handled will put your organization on the path to a more privacy-aware future.
Revisit Touchpoints to Create Customer Journeys
Stop thinking of your website as a series of pages and start thinking of it as a series of touchpoints—a series of actions that visitors perform to achieve a particular purpose.
Using customer journey mapping software is one technique to improve customer journeys. Sitefinity Insight is one that we use. It enables us to create touchpoints, track and analyze client behavior on our website, and personalize pages for different personas.
Make Your Content More Interactive
If social media has taught us anything, it is that people enjoy being amused. LinkedIn, for example, allows users to include a poll in their post, which has proven to be a popular tool for marketers to survey their audience directly from the site. Interactive content is an excellent method to engage and entertain visitors to your website in a similar way.
Any content on a website that a user may actively engage with is considered interactive content. Polls, assessments, quizzes, games, and interactive infographics are all examples of this. Interactive content allows people to consume information in a fun and creative manner and helps distinguish your brand's content.
We designed a page for one of our clients that promotes American farmers. We collaborated with their team to produce interactive infographics that people can interact with on the website, rather than just posting a bunch of static infographics.
The reality is that instead of assisting you in retaining and attracting new clients, your website may be driving them away. Many businesses wait until they're in a crisis to prioritize their website. Instead, to stay competitive, companies must be proactive and make regular website improvements.
There are a plethora of ways to improve your website in the coming year, and these are just a few of them. Contact our team if you're looking for website upgrades, from content to design.