Why CMS has become a Prerequisite to Enhance User Experience on Websites

Author: Sachin Datta | Categories: Customer Experience, Design & Ux, Website Design & User Experience, CRM, Content Marketing

User experience (UX) has evolved and is now not limited to only providing flat non-interactive website experiences. Interaction with websites has become essentially important to provide a good user experience. We need to understand that a user coming to website is an experienced individual who already interacts with a host of interactions on different platforms, and is expecting a uniform, enhanced experience. The primary objective here is to make sure a user coming to your website stays and fulfills the goals you had set for the user journey.

As the name suggests, a CMS or a content management system should be helpful in effectively dealing with content that needs to be added to the website. To be honest, when I think about CMS, I assume it is about updating content on our website. However, these systems enable us to do so much more than just updating content. Furthermore, a CMS makes updating content a stress-free job, thereby we can turn our focus entirely on user experience.  


What should a good CMS be able to do to enhance user experience?

I wanted to answer this question and listed a few of the key abilities a good CMS must provide to enhance customer experience.

  1. Comprehensive data of what’s happening on the website: This means going beyond simple analytics - the idea here is to comprehensively understand compare your business goals with ample quantitative data.

  2. Tracking & identifying users coming to your website: Forget any kind of customer experience if your CMS can’t track users, based on various parameters like geography, age, source such as organic, social, etc. This has become one of the most vital aspects of CMS to provide personalized experiences to customers.

  3. Customize content on the fly to provide targeted user experiences: In present times, merely understanding what is happening on the website and the ability to track user is not enough. The ability to use these information and cater a more personalized and targeted experience to users, is where stickiness to your website can be amplified. This makes it easy for users to stay on your website to complete their goals, thus meeting your business objectives.

  4. Use Machine Learning to Adapt: Simply put, I want the CMS to understand, learn and enhance the customer experience. It should be able to use machine learning to provide a more comprehensive experience to the user. Some CMS have started to build these features, while others may require external enhancements. This may be a future requirement, but is going to be the most essential aspect for enhancing customer experience of your website.

Additionally, there is one aspect – the ease of use of the CMS by a marketer. Although, this may not impact the customer experience but it becomes an important characteristic, as largely marketers lack in-depth technical knowhow, and we need to make sure they spend their time where it is important.

To conclude, CMS and UX now a days go hand in hand, and it’s also up to us to best utilize all the aspects of a CMS, to create an enhanced customer experience – every time.