What a content management system is and how it is expected to manage a brand's content is different for every enterprise.
This is because there are traditional CMSs that are often revered as simply blog publishers (with workflow features, like writing, editing, previewing and publishing), and then there are Web content management systems, which many define as more holistic systems (they can still publish blogs, but they are often used for landing page creation, promotional campaigns, testing, analyzing, etc.).
As mentioned in Website Magazine's May issue, however, what is one man's experience platform is another's blogging platform. Despite the differences, which are really just examples of how the industry has evolved, not all have built-in conversion boosters. The five content management systems mentioned below, however, think conversion first. Here's why:
With testing and optimization options for days (and often discussed in length at Website Magazine), many overlook that Sitecore also offers global support. Site editors can work in their native language, and can create content in any language, ensuring a consistent global message. This is important for enterprises, because in a survey of 3,000 global shoppers from 10 countries, 60 percent rarely or never buy from English-only websites.
Content creators are on the frontlines of engaging users, but they often don't have access to metrics that could help them optimize their content. DNN's Evoq has built-in analytics, accessible from each individual page. This allows everyone with access to the system to get insights into traffic sources, visitors, time spent on page and other key metrics to allow team members to create more conversion-oriented copy (e.g. for newsletter sign-ups).
Among other features, the hosting and security from LightCMS helps ecommerce retailers boost conversion in a variety of ways. For starters, LightCMS servers have access to NetSuite's global load-balancing infrastructure. This means that traffic spikes (like around the holidays) won't affect page performance. The alternative costs conversion. What's more LightCMS offers both on- and off-site backups and 24/7 support.
Content management cannot be discussed without mentioning WordPress. While it's a worthwile platform on which to publish content, publishers might want to consider one of its thousands of plugins to help with their conversion efforts (e.g. click to call, personalization, etc.).
With its Experience Manager, Adobe offers plenty of testing and optimization features, as well as the ability to personalize messages across devices. With its dynamic imaging and video, the technology allows for personalization to happen at the end point. For example, if someone is logged in to an ecommerce site and they have repeatedly looked at a certain item, an image can be created that provides an incentive for that user to convert or, if not an incentive, some sort of value-add (maybe a testimonial) to encourage purchase.
The content management systems mentioned here are certainly different in regard to offerings, sophistication and cost, but all five have conversion-boosting elements which should be considered in 'Net professionals' quest to finding the right CMS for them.