What types of CMSs are available and how UX & CRO drive customer delight

Edward Wilson
Edward Wilson
Apr 26, 2018

The key to creating happy customers is not as complicated as it's sometimes made out to be. It's a simple give-and-get relationship.

Happy customers are built on a give-and-get relationship

People are happy when they find what they are looking for. People are happy when they find exactly what they need. Give them the value they were searching for, and you get a happy customer.

This is our second post in the ‘creating happy customers’ series.

Post 1 covered the terms you need to know in order to understand how to combine SEO with UX and a CMS effectively.

This second post looks at the research you can do to uncover key insights that help you personalize your content for your audiences, and breaks down CMSs into 2 main groups.

Post 3 takes a close look at SEO research and the practical steps you can take to embed SEO into your page to show Google you deserve to rank highly for your selected keywords, while diving deeper into selecting the right CMS for your needs.

Post 4 goes into the more technical side of SEO, then looks at how to choose the right CMS to suit your content needs and does a quick comparison of specific CMSs.

So how do you give them the value they were looking for? Start with the right delivery system, an automated tool that takes the stress out of organizing and delivering content to websites, apps, mobile devices, and social media feeds. The right CMS does that for you and lets you focus on the real challenge - creating content worth raving about. With that taken care of, you can then dive into UX research and CRO (conversion rate optimization) methods.

The CMS Workhorse Part 2

Last time we finished with how a CMS brings everything together to deliver the right content in the right formats to the platforms your audience wants to see your content.

Let’s delve a bit deeper into how a CMS helps deliver happy customers and which is best for you.

Types of CMSs

There are cloud based CMSs and on-premise CMSs. There are traditional, headless, and hybrid CMSs. Each one can help you get your content out there; some do a better job than others, depending on your needs. In this post, we will quickly look at the 2 most important distinctions - cloud based vs on-premise.

Cloud-based CMS

A cloud-based CMS lets you access the content management system simply by logging in to a site. There is no need to get your IT department to download and install costly software, there is no need for expensive workstations to power the software, and your team isn’t tied to using only the workstations that have the software installed. A cloud-based solution lets you get at your CMS from any location that has an internet connection, using a wide variety of devices. It also gives you access to instant updates and usually has online support built into the system.

These sorts of advantages make it easy for your teams to create and edit content from almost anywhere. They also help reduce sunk costs spent on IT and allow that money to be redirected towards building better customer experiences. Combining the better internal user experience with the better customer-facing user experiences makes it easier to deliver truly satisfied customers.

On-premise CMS

An on-premise CMS is more of the standard buy it, install it on a machine, update it for a couple years, then buy a new version. They don’t have many of the advantages of a cloud-based solution; but because of the challenges of transforming a local CMS to a cloud-based CMS, many of the established and robust CMSs that have built credibility over the years are still local. These on-premise CMSs power many of the large enterprises, and continue to be the default option for many.

With the established and proven reliability of these CMSs, companies balance the additional costs that come with them with the sometimes unknown costs of transitioning into more adaptable systems.

With both cloud-based and on-premise CMSs, companies get a stable way to deliver content across multiple platforms and customers get a uniform message regardless of where they are of the device they are using. Now that the delivery system has been sorted out, let’s get back into uncovering insights about your audience.

There are a couple of steps to this.

Step 1 - UX research - Know who your customers are.

Here is where UX research comes in. Remember UX is about creating great user experiences? That all starts with knowing who wants to use your product or service. Know what their roles are, what their pain points are, what stresses them out and what jobs they need to do. Know what their key decision nudges are, and know the things they see as red flags - key turn off signals that, as soon as they see one, they stop considering your product.

How do you get to know these things? Persona’s. Persona’s list out all the details we just touched on. Develop the different persona’s that your audience consists of. Use these to drive your SEO and to know what your customers value.

Step 2 - Harsh Editing - Turn problems into words & phrases.

Now that you that know your customers, you can anticipate what they search for. Here is where harsh editing comes in. Harsh editing turns feel-good solutions into clear directions.

You know the pain points your customer wants you to help them with. You’ve got some nice descriptions of your personas’ jobs-to-be-done and key decision nudges. Those descriptions look great. Now you take those pain point descriptions and distill them into the shortest possible phrases (or even down to single words). Those pain points, neatly summed into into the shortest soundbites you can make, now drive your content. They direct what you write about. They get embedded in your content. They literally become your compass, pulling you towards the content you need to write to create happy customers. They also provide the ideal base for SEO.

Step 3 - CRO Methodologies - Mapping keywords to the buyers’ journey.

Now you have short phrases and words that capture what your customers are looking for. Great!

Its time to use conversion rate optimization (CRO) methodologies to squeeze the best performance out of your content.

Conversion rate optimization is all about having a clear picture of each stage of the buyers journey and what your customer needs to get to the next step. What friction points are stopping them, what education points do they need to learn to see the value in moving towards your conversion goal? You can use these concepts to create happier customers.

Use conversion rate optimization (CRO) methodologies to squeeze the best performance out of your content

Start by mapping your customers’ paint points to the buyers’ journey. What pain points do they have at each stage of the buyers’ journey? Take your carefully distilled words and phrases and place them individually into where they belong on the journey map. When they are at the awareness stage, they are searching for ‘how to create happy customers’. When they are at the interest stage, they know a bit more about your solution and are searching for ‘which type of CMS is best’. And so on.

When your content delivers exactly what they need exactly when they need it, people will spend more time on your content (a great SEO ranking signal). You are almost done.  

The next steps are SEO research, and getting that SEO implemented onto the page. We will dive into those in the next posts.

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