Every client that I have worked with has objectives and goals for their website. These have ranged from wanting to sell more on their website to attracting new members, increasing donations, or increasing the number of sales leads through the website.
The common goal across all of these goals is to increase the website's conversion rate, getting more traffic to submit an enquiry form or make a donation.
That is where conversion rate optimisation and personalisation come into play.
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What is Conversion Rate Optimisation (CRO)?
Conversion Rate Optimisation (CRO) is the process of improving a website, landing page, or app to increase the percentage of visitors who take a desired action, such as making a purchase, signing up, or clicking a link. CRO involves analysing user behaviour, identifying barriers to conversion, and testing changes to areas such as layout, content, or calls-to-action.
Techniques include A/B testing, heatmaps, and usability testing to ensure data-driven decisions.
The Value of Personalising Content
Personalising website content enables a tailored user experience for individual visitors based on their preferences, behaviour, location, or demographics. Showing users content or products that align with their interests makes them more likely to interact or convert. Personalisation also fosters a sense of being understood, enhancing trust and loyalty.
By combining personalised content and A/B testing, you can maximise your chances of increasing engagement and website conversion rate. Umbraco Engage is the perfect solution for you.
Personalising content and testing conversion with Umbraco Engage
Umbraco Engage is the latest add-on product for Umbraco CMS.
In August 2024, Umbraco acquired the popular add-on uMarketingSuite and brought it into the Umbraco ecosystem as Umbraco Engage.
This add-on helps marketers optimise their content and personalise their digital experiences. It enables marketers to take a "learn, adapt, convert" approach by using 360-degree profiling, A/B testing, and personalisation.
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Analytics and profiling - Analytics and detailed visitor profiles will help you understand your audience, their behaviour, and where you need to act.
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A/B testing - Use A/B testing to identify the winning versions of your content in real time and increase conversions with data-backed decisions.
Personalisation - Use personas to serve the best content. Increase relevance, up engagement, and boost conversions.
Using Umbraco Engage to deliver personalised content and optimise your website’s conversion rate offers several benefits:
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Streamlined Personalisation: Umbraco Engage enables you to segment audiences and deliver tailored content based on user behaviour, location, and preferences. This ensures visitors see the most relevant content, increasing engagement and conversion likelihood.
Let’s use the example of a law firm. Based on previous visits to the website, Umbraco Engage has tracked users who have shown an interest in family law. A ‘family law’ user segment is created. When these visitors return to the website, their experience is personalised with a family law content banner, family law news, and relevant knowledge hub content.
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Improved User Experience: By dynamically adapting the site to individual users, you create a seamless and enjoyable browsing experience, fostering trust and retention.
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Data-Driven Insights: Umbraco Engage provides analytics and insights to monitor user interactions, helping you understand which strategies are effective and where improvements are needed.
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Higher Conversions: Relevant content and calls-to-action reduce friction and guide users more efficiently to desired outcomes, boosting conversion rates.
How to start using Umbraco Engage
Umbraco Engage is available to download and install from the Umbraco Marketplace.
This is a licensed add-on product that can be bought in two different configurations: the analytics license, which costs £660 per year, and the full license, which costs £4,320 per year (as of November 2024).
This is incredibly good value for money compared with other analytics, CRO and personalisation solutions. Knowing that it is a core add-on product for Umbraco means that the product will continue to evolve with new useful features.
Boost sales, sign-ups and donations
As businesses aim to boost sales, sign-ups, or donations, Umbraco Engage offers tools for understanding visitor behaviour through analytics, A/B testing, and tailored content delivery. This ensures users see relevant information based on their interests, enhancing their experience and increasing the likelihood of them taking action.
With its user-friendly features and competitive pricing, Umbraco Engage stands out as a practical solution for marketers looking to optimise their websites and drive engagement.
Ready to take your website to the next level with Umbraco and Umbraco Engage? Contact us now to discuss how we can help you achieve your goals.
