The Sitefinity Digital Experience Cloud (DEC) is a powerful marketing command center at your fingertips—here's a look at some of our favorite features that we think you'll love.
Whether you have just started your search, or you have been researching web experience systems for a while, finding the right solution to manage your digital experience can be so challenging. The web experience landscape today has many options to choose from, all which seem to have varying degrees of similar features and functionality. So, we thought we would help simplify the process for you and share our top reasons why you should use Sitefinity Digital Experience Cloud (DEC).
As marketers, we want to know what the most common path is that users take to convert. We all know there is no golden path—but what if there was a way we could identify those common touchpoints users take on their path to conversion? With Sitefinity Digital Experience Cloud (DEC), we can. It is as easy as identifying your key conversions and the system does the rest. It analyzes user behavior, tracking every multi-interaction and identifying those key touchpoints that lead to conversions. Additionally, at the contact level, you can see the journey timeline, showing every interaction, including conversions, a user had in their journey on your site. Lastly, DEC provides you with machine learning-based recommendations on how to drive more conversions by directing your users to specific touchpoints.
Armed with this wealth of knowledge and actionable data from DEC, you can now focus your efforts on driving growth by optimizing the experience. One way to do this is through A/B testing. A/B testing enables you to evaluate ideas or test out hypotheses on two different versions of a page to see which version performs better. Typically, performance is measured by which version drives higher conversion or engagement. This is a great tool to measure new designs, messaging or forms prior to rolling them out to your entire audience. Speaking of measurement, all experiment results can be found in DEC. And with just a click of the button, the winning variation can be implemented.
Another way to optimize the user experience and drive growth is through personalization. Tailoring the message for users based on their online behavior or demographics can help deliver a more relevant experience, resulting in higher engagement. The higher the engagement the more likely the user is to convert and maintain loyalty.
Personalizing within Sitefinity is made easy in just a few steps. Define your audience segment using characteristics, such as: page visited, IP, referral URL, persona characteristics and more. Take your segmentation a step further with Sitefinity DEC campaigns. Here you can segment your audience by both behavior as well as demographics. Once your audience is defined, you can navigate to the page or widget you wish to personalize and simply add a personalized version. Edit the content using the WYSIWIG editor just as you would any non-personalized page. Then when you are ready, publish just as you would any other page. And just as with A/B testing, all results from personalization experiments are tracked and measured within Sitefinity DEC.
In addition to tracking user behavior, DEC also enables integration with tools such as Marketing Automation and Customer Relationship Management (CRM) systems. Build up a complete 360-degree view of the customer by merging data from systems such as Eloqua, Marketo, HubSpot, and Salesforce within DEC. Share data across platforms by posting Sitefinity form data right into your Marketing Automation System. Enhance your journey timeline with marketing campaigns and sales activity to truly understand the overall experience.
Sure, there are third party tools available that can do all of this, but why pay for another solution when this functionality already exists in your CMS. Think about it, where else can you analyze the customer journey and act upon it in one place. DEC offers so much more than reporting. It provides insights and recommendations on how to improve your customer journey. Because it’s so tightly integrated with the content management system (CMS), you can then experiment with different messaging, imagery, calls to action, and more right from within the same system. You can even segment your audience and deliver a personalized experience and then analyze the results from within the same system.
Just imagine the power at your disposal. DEC is a marketing command center at your fingertips. It has been known to deliver benefits such as: 3X increase in engagement, 3X increase in productivity and 60% faster time to market. Interested? Contact our team to request a personalized walkthrough and experience the marketing power of Sitefinity, or download a trial to test it out yourself.
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Megan Gouveia is a Sr. Digital Marketing Manager at Progress Software. She has spent the past 10+ years managing large-scale website initiatives to improve the overall user experience and increase lead generation. Recently, she has turned her focus to personalization and optimization, delivering data-driven custom experiences for each visitor to the website.
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