Evaluating Web Content Management ROI - Slide 6

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New Revenue Streams

WCMs can help an organization tailor its website content towards users arriving at the site through targeted landing pages. This tactic results in increased time on site and reduced bounce rates. In addition to the direct benefits of improved user engagement, low bounce rates can boost the site in Google’s organic rankings, which can ultimately improve organic site traffic.

WCMs can also enable easier online site testing and more effective improvements to the site. Online testing, such as A/B testing or multivariate testing, can help identify untapped opportunities for conversions. In Siteworx’ experience, companies can gain increases in conversion as much as 67 percent in direct conversions, and 33 percent in cross-selling and up-selling through personalization.

Companies in a variety of vertical industries are rapidly adopting Web content management (WCM) systems, and every vertical has a unique set of business drivers. Media and entertainment companies turn to WCM for content delivery and monetization (digital advertising, digital video, digital signage, in-game advertising, podcasts, etc.), while global brands are investing in WCM to extend their brands digitally both far and wide (i.e., cross-device/platform, social media, transactional marketing, etc.). Financial services, government, business-to-business (B2B), manufacturers, and healthcare/pharmaceutical companies are also investing heavily in the WCM category.

According to Siteworx, Inc., an interactive agency specializing in WCM and CMS deployment, search and analytics, while there’s still room for significant growth in the category, by all accounts, we’re entering the late-majority phase of WCM adoption. Businesses that fail to seriously consider how a WCM solution can drive business value will soon find themselves at a significant competitive disadvantage.

WCM represents a significant investment, which is why a comprehensive understanding of return on investment (ROI) measurement is vital. Ideally, companies will conduct an initial ROI calculation prior to their first implementation. This calculation can be difficult given the significant unknowns associated with re-engineering business processes and understanding target audience needs. However, an attempt should be made to create a baseline from which to assess future scope and enhancement decisions.

This slideshow features the key areas Siteworx recommends examining when calculating WCM ROI.

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