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the Free CMSWire NewsletterThree C's comprise the backbone of good customer experience management: content, community and commerce. This week we've got expert advice on how to improve them, with a particular focus on content.
How To: Conducting a Website Content Audit
Rob McCarthy (@1robmmccarthy): To ensure that your website is working at top efficiency, and has content that engages visitors and converts them into paying customers, you’ll often need to conduct a website review. Learn the first step in this process, the website content audit.
The heart of most digital strategies and the place where most activity takes place is the organization’s website. So ensuring that this is providing the right information and services to customers is key. Making certain that your website is working as efficiently as possible, engaging customers and converting them often requires a website review.Bloated websites will have thousands of pages of content that are never or rarely visited. We often find that barely 200 pages out of 4,000 (that’s 5% of website content) account for 85% of website traffic. So it stands to reason that web managers should focus on that 5% and make sure it is perfect.
The steps to take for a website review include:
- Web content audit
- Understanding your top tasks
- Organizing your website structure
- Defining user journeys
- The user experience and design
- Launch and promotion
- User testing
- Conducting a web content audit is the starting point for completing a full website review and re-launch.
Content: The Fuel for Your E-Commerce Engine
Hank Barnes(@hbatadobe): To have a successful e-commerce site, content is critical. This content can take many forms including images, manuals, feature descriptions, recommendations and more. The key to successful commerce and accelerating purchase decisions is to understand the customer decision journey and target content to the user to help them navigate that journey as quickly as possible, with minimal distractions. By focusing on the customer journey, it will be easier to understand and prioritize the content requirements for your, or your partner’s, e-commerce site.
(CXM) Channel Match: Are You Talking Where Your Customers are Listening?
Mitch Lieberman (@mjayliebs): Too often, conversations about customer service and customer service experience either dive too deeply into technology or neglect technology completely. Where then does a discussion regarding channel of communication and points of interaction between company and customer fit? Is mobile a channel strategy or a technology strategy? How can you, should you, encourage channel usage that is mutually beneficial?
I recently shared my thoughts on the evolution of customer service. There I introduced the concept of “active pull,” versus “push” with regards to communication channels.
Channel match is the core of the conversation. The conversation seeks to reconcile the way you would like to interact with your customers versus how your customers prefer to interact with you. This agreement with your customers (call it a communication strategy) cannot simply be decided in a conference room, nor by pure demographics or psychographic data. Each organization needs to understand their customers, the jobs to be done and will certainly feel financial pressures to “drive” customers toward cheaper channels. The difference between inexpensive and cheap is something we all know quite well.
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