It’s no secret that brands are pushing more online content and consumers are more likely to engage with businesses using websites, as the pandemic still limits face-to-face interaction.
When lockdown restrictions are relaxed, customers will expect the same accessibility and convenience that businesses have offered last year. Being able to provide this level of service means handling increased traffic and essentially scaling up.
With this in mind Tech Radar Pro We spoke with Angela DeFranco, HubSpot’s Vice President of Products, to discuss the importance of building a website and why the most successful websites are integrated into a wide range of tool platforms.
What are the challenges associated with enterprise web hosting as customer expectations rise?
The unprecedented situation brought about last year means that it is more important than ever for businesses to establish an online experience as well as an online presence. Customers expect the same level of accessibility from their corporate websites, no matter what sector they belong to. Consumers don’t afford small brands or businesses-focused brands.
The challenge facing most businesses today is to improve the web experience in line with evolving customer expectations. It depends on the creativity and ability to understand what the end user needs. Today, the customer experience goes beyond website presentations. This is often a major challenge for companies that are not using growth platforms or technologies to handle this. There will be brands out there that will reach the limits of what you can manage with your current setup and feel like you’ve hit an obstacle. We are here to see how they work and to help them understand what new paths they can take on their website.
What can companies do to maintain this situation?
First, companies need to treat their websites like products. Always invest and make sure you can improve. Websites need to be as dynamic as customers, and customer space is constantly changing. Part of this change in thinking is understanding which teams need to drive which parts of the online experience. For example, does a marketing team need to go through a technical team to post new content? This kind of process is inefficient for both teams. Instead, you can provide your marketing team with an automated content posting tool to free your tech team and focus on the best work.
Then start using tools that can track your customers across your site. This is important for companies to see how their website is being used by their customers and to collect this information as actionable feedback. Websites are a valuable tool for understanding how your customers are involved in your brand. Don’t miss that insight.
Finally, with the customer activity you collect, your enterprise needs to start engaging with customers to see how they can improve their website. This can be achieved by linking a content management system (CMS) to customer relationship management (CRM). CRM is much easier with a third-party platform with a variety of web hosting tools. If you’re attracting customers to your website and using content or services, add that information to your customer profile to better serve them.
What are the benefits of HubSpot’s website hosting tools?
At HubSpot, we are committed to helping our customers scale up. One of the most important things you can do to support your business growth is to make sure your website is integrated into your business platform. This is seen today through companies that are more aggressively adopting CRM-driven CMS as their customers drive website iterations based on customer data.
We worked with WWF on the Earth Hour 2020 website to see how useful this is. The technical team appreciates the ability to create custom tools in the CMS, the marketing team makes daily content changes, and importantly, engages your website along with other channels such as email and social. I was able to track it with a single tool.
At HubSpot, we put your end users at the forefront and center of the decision-making process. Most traditional CMS platforms in use today focus on infrastructure and management without much consideration for the end-user customer experience. An end-to-end system ensures that your customers get the best possible experience.
How can it be used to accommodate the increase in web traffic after a pandemic?
We saw more website traffic than we did after the 2021 pandemic. The advantage of companies that rely on a web presence for a third-party platform like HubSpot is that they can rest assured that the platform will handle security and infrastructure properly. It’s a SaaS-based CMS, so you don’t have to keep track of many moving parts such as maintenance, security, plugins, and servers. These platforms give you peace of mind when it comes to hosting your website and provide the scalability to support continued website growth. For example, we worked with ClassPass to centralize our marketing efforts on a single platform, allowing our marketing team to own more websites. The team knows that lead conversion rates will increase by 52% and HubSpot can grow as it grows through 2021.
What is the importance of incorporating an effective CMS into a web page for hassle-free growth?
Websites began as a one-way flow of information from the enterprise to the world, and then became a way to get information about an organization’s customers, such as through lead generation forms. Today’s websites are a fully flowing information system that not only sends and receives information, but also uses that information to drive growth. This information begins at the presentation layer of your website, passes through the automation layer or where you change the information, and is finally stored in the data layer. The best digital experience leverages that data and automation layer before providing information through the presentation layer. The integrated CMS platform allows technology teams to understand and apply insights to improve end users in real time and improve the overall experience.
Choosing the right technology stack is important to handle this level of automation on top of your CMS and CRM. You need to be able to leverage customer data and bring it to the forefront without worrying about users losing large amounts of information. The experience of the website should do a lot of work, as you can focus on providing the service and continue to develop.
What trends have you witnessed as lockdown restrictions are gradually being relaxed around the world?
First, a seamless digital purchasing experience is well established. Expectations for online business are not diminished, and you can’t go back to the one-way information format websites that were once used. Today’s customers want a consistent and dynamic web experience.
With the new peak of website reliance, more SMEs will emerge and begin to grow online. Lockdowns are flooded with people looking for new ways to make money, from side jobs to career changes, which has led to the creation of even more businesses. This means that there are more entrepreneurs, and therefore more competition. For this reason, it is more important than ever to serve customers with a prominent digital end-to-end purchasing experience. A stand-alone website with a one-dimensional information stream becomes like a fish in a new world of dynamic web experiences.
What is HubSpot’s growth strategy for 2021?
Our goal as a company is to help millions of organizations grow better and become the number one CRM to grow their business. I think it’s time for companies to stop treating CMS completely separate from CRM. Today’s customer experience is so tightly tied to the website. We will cherish that connection.
We also hope to support emerging SMEs that recognize the importance of the technology stack they are using. Emphasizing this importance is the key to hassle-free growth in their business, and our services helped them in the first stages of their journey at the starter level, with them down to enterprise services. I feel that we can expand together.
The future of web hosting is a fully integrated CRM
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