As a marketer, you likely understand that a conversion doesn't always mean a sale. A conversion goal may be to provide an email address, take a product needs quiz, or move to the next phase of the sales funnel. A conversion on your enterprise website can be anything that brings a visitor closer to the final decision stage of the customer journey.
A content management system (CMS) offers a plethora of features that monitor, refine, and increase conversion rates.
Content Management
The success of a website and how it converts depends quite a bit on its content. Engaging clients and leads with useful information and resources propels them toward a buying decision. Marketers use content marketing to nurture prospects, upsell, cross-sell, and generate leads.
At its core, a CMS offers a strategic and methodical approach to content generation, management, infrastructure, production, repurposing, and scope. It allows your marketing team to make changes and upload new content quickly and easily, so your clients and prospects have the information they want. A CMS delivers content in minutes, but without one, you'll likely need to engage your website developers and a deployment process every time you need to update or upload content.
One great example of content management through a CMS is the American College of Education website. InGen developers built the site from the ground up so that program pages offer visitors all the information they would ever need to become a student, including:
- Application due dates
- Estimates time to completion
- Examples of classes in the program
- Department chair contact
Changes to programs can be updated easily and quickly with drag and drop widgets, so prospective students have the most up-to-date information. With a CMS, your content is only five clicks away from being in the hands of customers who want to buy your products.
Target Audience and Personalization
High conversion rates require an in-depth understanding of your website visitors. You've likely already outlined target personas, but a CMS helps sort contacts into your designated segments and track their wants and needs.
Once you have outlined segmentation data, you can use it to provide personalized content that makes it easy for visitors to convert. A CMS allows marketers to tailor elements or even entire web pages to identified persona segments. With personalized content, your leads receive information that reflects their interests, increasing the possibility of converting into a customer.
A CMS offers lead scoring to define rules that give contact points based on various touchpoints. Once they've hit a predetermined threshold of points, they are sorted into the appropriate personas. Leads with a score below the threshold may still be in the interest or evaluation stages, so with that knowledge, you can nurture those contacts with a variety of digital experiences supported by a CMS.
Leads that interact with various content will help give your marketing department data that can inform your future campaigns in ways that will increase your conversion rates. Refine this information even further when you integrate your CRM and CMS.
A/B Testing
Increase conversion rates by offering your enterprise website visitors the exact digital experience they're looking for. A CMS gives you an easy way to improve site functionality and performance based on user behavior and A/B testing.
There are dozens of elements in any one marketing campaign: the audience, the headline, body text, call to action, button color, size, or location-and any one of these elements can be optimized. Instead of creating one version of a landing page based on your best guess for engagement, A/B testing offers a way to create two versions and determine which provides higher conversion rates.
Conversion Reports
The amount of data and insights that a CMS can provide is pretty incredible. With a CMS, marketers can use data to make more informed decisions about the website.
- Most improved conversion
- Conversion rates
- Conversions by persona
That's just scratching the surface of the kind of information a CMS provides. Some even offer recommendations and auto-discovers touchpoints to increase conversion rates.
A CMS is like the swiss army knife of your marketing toolbox. It offers multiple incredibly useful tools in one platform that can help increase your conversion rates. With so many ways that a CMS can increase your conversion rates, it might be tough to know where to start. Take the first step and check out our free site assessment.