Smart Marketing, Smart Choice
December 2011
Imagine the prospect of personalising your clients’ website experience, based on their individual browsing history.
Imagine the ability to randomly test variations of a website page to discover which version generates more sales or enquires.
Imagine the capability to rank or qualify your sales leads by ‘scoring’ a users’ activity on your website.
These visions are now a reality within the Customer Experience Management (CXM ) and Enterprise Marketing Solutions (EMS) modules of our newly released Kentico version 6.0 Content Management System. This revolutionary software provides a unique integrated opportunity for marketers to drive traffic to the website, to optimise their customers’ experience, and to achieve higher campaign returns on investment.
Specifically, the innovative features are outlined below:
Campaign Management
Kentico EMS can help you to make smarter investments based on real results. Campaign and Conversion Tracking allows you to easily evaluate results of your campaigns and compare them to costs. You’ll immediately know which campaigns are profitable and which should be terminated.
A 360-degree view of your customers
All site visitors, even those who have not yet ‘joined’ your site or purchased products can be individually assessed for their visited pages, their interests, and activities while on the site. If they subsequently register with the site (for instance to sign up for a newsletter) that previously anonymous information now has a real person’s profile attached to it. You can use this information for content personalisation (see below) lead nurturing, campaign optimisation or other marketing activities.
Contact Manager allows you to track all activities of a single visitor, such as submitted forms, subscribed newsletters, visited pages, submitted orders, etc. As a result, you can now see a complete, 360-degree view of each prospect or customer on a single place.
You can also integrate this data with your Customer Relationship Management System (“CRM”) in both directions so that your sales people know what their accounts are doing on the website.
Content Personalisation
Kentico EMS provides a powerful segmentation and personalisation engine that serves the most relevant content to visitors based on their demographics (location, age, occupation and other contact attributes) and behaviour (visited pages, purchased products, downloaded documents etc).
This means that you can better segment website visitors, then personalise their experience based on their previous enquiries or other data held in the system. In simple terms: if the client is a man, you can provide personalised website content that’s more likely to match his interests. The result is an increased feeling of engagement , higher satisfaction and improved response rates.
Web Analytics
Much more focussed than Google Analytics, this allows you track an individual’s downloads, site activities, landing and exit pages.
A/B Testing and Multivariate testing
This allows you to quickly test several versions of a page, then identify which copy or graphics lead to most conversions. For instance does the offer of a discount on a product appeal to your clients, or would they prefer free delivery instead? Set up both pages, and they will be each be displayed for (say) 500 impressions at random to incoming clients. ou’ll quickly know which is more effective, and that version will now be the ‘live’ version. Multivariate testing allows for even more alternatives in graphics, layout and copy.
Not only are all these applications available for desktop, but can also be customised for the increasingly popular mobile market too (for smart phone and tablet devices).
For more information,
contact us.