There’s much more to Sitecore Experience and CMS Platform than meets the eye

Author: Anil Mall | Categories: CMS, Customer Engagement, Digital Marketing, Personalization, Sitecore CMS

Sitecore, the industry-leading customer experience and web CMS platform, helps customers build and run dynamic, personalized and highly-sophisticated websites. Unlike typical content management systems, Sitecore also focuses on providing stellar customer experience to web visitors thus leading to higher website engagement and superior conversions.

Sitecore experience platform includes web content management, digital marketing and analytics capabilities and arms marketers with a set of great tools to augment content marketing and digital engagement.

Per industry surveys, only 15% of current Sitecore customers use this platform to its full potential while a majority of these customers use Sitecore only for its content management features.

Our Sitecore team has put together a compelling list of key features in Sitecore that marketers can implement and leverage to significantly improve their digital presence and convert web visitors into prospective customers.

1. Engagement analytics

This handy feature is used to analyze the performance of your website content, user experience and campaigns. All the user interactions with your site – site visits, searches, customer/prospect behavior – can be recorded and analyzed using this feature. Recognizing user behavior patterns early and adjusting the site content dynamically includes:

A) A/B & multivariate testing - Using this you will come to know what’s really working and where your best conversion opportunity lies.

B) Goal Tracking – Here you can set goals and measure performance of a page, to see that your targeting is on track. Using Sitecore’s marketing automation, you can set up activities to be triggered when a customer achieves a specific goal or threshold of goal points. From sending automated emails to showing personalized content or triggering a call from customer service, all of these can be done in real time.

2. Email campaign manager (ECM)

The email campaign manager can help you in creating and executing email campaigns to the targeted groups of recipients. It enables you to collate prospect information and then creating user delight by sending them the information that they were looking for on your site. This greatly enhances the conversion rate and improves campaign effectiveness and ROI.

3. Profiling and predictive personalization

This insightful feature helps in classifying site visitors according to their behavior, on their interaction with the site, their position in the buying cycle and their preferred type of content.

This information can also be stored for each unique visitor, so the site experience can be personalized for a specific user on his or her next visit. Profiling content is used to identify the behavior of each unique visitor, and to show relevant content according to this behavior.

The steps below show how we can achieve personalization based on user profiles:

4. Third party integration and enhancement of current tools

The biggest challenge in any CMS project is integrating with external systems for content delivery. Sitecore CMS provides a full data integration and an abstraction layer that allows you to connect to any database, web service or other external systems and access that content as if it were native Sitecore content. Sitecore also acts like an external repository which allows you to easily utilize and deploy any content throughout your organization.

There are many modules developed by Sitecore itself to integrate third party tools such as Active Directory, Brightcove, Dynamics CRM Campaign Integration, Ooyala Connecter, Social Connected, LDAP, etc.

5. Web forms for marketers (WFM)

The Web forms for marketers module is designed to let you create customized forms or choose from a set of default form types. Using the form wizard, authors can localize the forms in different languages very easily. The WFM module records and reports the information provided by visitors in forms. The module records this information regardless of whether or not the visitor fills in a form successfully. The module also provides users with Web analytics and reporting capabilities and is fully integrated with Sitecore Engagement Analytics.

6. Responsive design

In Sitecore, it is very easy to design and maintain content with minimal effort. Whether your customers find you on their smartphone, tablet, laptop or desktop, your brand has the freedom to own each digital space while delivering a consistent brand experience. Sitecore makes the ‘Create Once Publish Everywhere’ (COPE) best practice an everyday affair by enabling marketers/content editors in managing content from a central dashboard for all devices.

We believe deploying these features would see you get more out of your investment in Sitecore. Do let us know how these features impact your website performance and marketing efforts. We’d love to hear from you. You can send in your thoughts using the comments box below.