Improving sales conversions and customer service with Web Content Management

Overview

Web content management (WCM) has come of age. Enterprises continue to invest in WCM projects, but they no longer use it to merely store content and publish online. Instead, they want to accomplish specific business goals, such as increased sales conversion rates and improved customer service.1 WCM has evolved to become part of a persuasive content architecture that enables organizations to leverage content residing in different systems and target it on the Web and in other channels, such as mobile and print.2 Testing and analytics figure into persuasive WCM as well — enterprises require tools to report how audiences and various segments consume content.Site managers can now view content usage in line with site management and authoring tools and adjust content accordingly.