CMS and eCommerce Go Hand in Hand

CMS & eCommerce Web Design

Ecommerce websites are successful only if they function well for users, that is, customers, and are well managed, maintained, and regularly updated. Imagine this scenario: A visitor to your website places three items in their shopping cart, but moves away without completing their purchase because the checkout process is slow. Or this one: Your online catalog of products displays items from last December, only it is now July. Both scenarios are unthinkable if an online business is to survive in the highly competitive shopping environment that is the internet.

Proper management of your online store and the huge amounts of data it contains can only be accomplished through the use of a content management system – CMS. CMS software lets you publish content on your ecommerce website, edit/update it as needed, and tailor it to handle the functions your online store requires – all without waiting for your web developer to make these changes for you.

Why Use CMS for My eCommerce Website?

You may think learning and using a content management system is complicated and requires years of training, and therefore shy away from using one. Not true. The reasons to use a CMS far outweigh the risks of not using one.

  • Using a CMS requires little to no technical expertise in web programming. Basic CMS functions usually require nothing more than the same skills you might have when using a word-processing program.
  • Your focus is entirely on the web content, not the actual design of the website. This means, for example, that your marketing team can direct their attention to what really matters: content that sells, SEO, social media, and more.
  • You determine which employees have permission to access the CMS and how they use it to create and publish content on your site. You control access, for example, to product managers; marketers focused on delivering relevant content; or editors responsible for content on your site. Their content goes live only after you give final approval.
  • Customized templates ensure design and function remain consistent at all times. And, you make changes on your time, then schedule them to go live as needed.
  • Analytics tracking lets you know just how well your web content is performing. With real-time data, you can make adjustments that lead to improving conversions and increasing sales.

CMS Considerations

Because ecommerce websites generally require similar functionality, content management systems are designed with many common functions and requirements in mind. They include:

  • User management – Here, user refers to the one who is making a purchase on your site. Managing relevant user information, such as their name, delivery/billing/email addresses, approval to receive company updates and marketing information, and more, are all essential elements of any CMS.
  • Product managementProduct­ refers to whatever you sell – goods, event tickets, ebooks, etc. A CMS lets you add, remove, and change product-related data such as: product name and identifier (e.g., SKU), images and description, price, product variables (size, color), inventory.
  • Product-User connection – This includes data such as the products a user viewed and if the products were placed in a shopping cart, all valuable information for doing push marketing if the user left your website without making a purchase.
  • Purchase and check-out procedures – CMS lets you set payment options such as credit card or PayPal handling, include taxes and delivery charges, or update pricing if users make a change to the quantity of items in their cart.
  • Miscellaneous settings – Data presented should follow a certain logic, depending on where a user is in the buying process. Examples of miscellaneous settings your ecommerce site might include are: adding product reviews, resetting forgotten passwords, and displaying items that are currently out of stock or on backorder.

Beyond the direct website experience, a CMS can be set up for other functions you want as part of your user experience. For example, you probably want to include a series of automated emails to be sent as certain user activity triggers them, such as: welcome to our site, abandoned cart, thank you for your purchase, and delivery confirmation. Or send product news and sale information to customers who sign up to receive those emails. In addition, CMS lets you install extensions to increase functionality by adding or changing CMS features that are unique to your business.

The options of using a CMS are practically limitless, in terms of both how you run your online store and how you manage it behind the scenes. To be, and remain, competitive in the online marketplace, start with the services of a professional web design and development company. Consult with one early on in the process to maximize the knowledge and expertise they can provide in terms of explaining the marriage that must occur between a content management system and your ecommerce website. Perfexion, Inc. is a Philadelphia based web design and development company that specializes in helping clients market their business online effectively – and profitably. We are a Philadelphia-based web design and development company located in Plymouth Meeting just outside King of Prussia.  Contact us today.

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Online Marketing 101 – SEO and SEM Basics

Online Marketing SEO and SEM

Online marketing is a broad term that refers to the marketing of goods and services using available digital technologies. This article will encompasse both SEO and SEM basics. The most common digital technology used is the internet. A company or business that has a website is already doing online marketing to advertise their business; promote their product and service offerings; and/or announce sales, promotions, news, and events. But the extent to which they are successful with their online marketing efforts is a different question altogether.

You already know how important online marketing is to the survival of your business. If you don’t market your company – or market it well – potential customers may never know you exist and they will shop elsewhere. By understanding the basics of online – digital – marketing, you have the knowledge and power to put digital marketing strategies and techniques to work for you.

As technology and digital platforms have evolved in recent years, so has online marketing, which, today, comes quite close to being an exact science. Online marketing is also known as internet marketing, digital marketing, and web marketing, and the phrases are often used interchangeably. Search engine optimization (SEO) and search engine marketing (SEM) are two strategies that fall under the online marketing umbrella. They work in concert with each other to produce the desired results of increasing and enhancing a company’s online presence and relevance to targeted users – that is, to clients and potential clients – to improve conversions, increase web traffic, provide more qualified leads, and ultimately, grow the business and profits.

Search Engine Optimization (SEO) – involves taking steps on a website with the goal of increasing the site’s ranking and visibility within search engines, so that it can be easily found when people search for the goods or services the business offers.

  • SEO –

o   Follows and reacts to how search engines such as Google, Yahoo, and Bing operate

o   Takes into account how users query and perform searches on the internet – including what they search for and the words or terms they use when performing a search

o   Looks for relevance and value in a website’s content

o   Involves having quality (well written) content and relevant backlinks, as well as a properly managed and maintained website in terms of HTML coding, sitemap, etc.

o   Requires removal of items and issues such as broken links that restrict a search engine’s ability to properly index a website

 

Search Engine Marketing (SEM) – is placing paid online ads that appear alongside other search engine results when a user performs a search and meets the targeted location, demographic, and other criteria associated with the ad.

  • SEM

o   Can be an extremely valuable component in your company’s digital marketing efforts

o   Is also known as paid advertising, pay-per-click/keyword advertising, targeted advertising

o   Lets you to reach a target audience by placing an online marketing message directly in front of them

o   Involves bidding on the advertising and then paying when a viewer clicks on the ad

o   Incorporates SEO of keywords and phrases to increase traffic to your website as a result of a natural (organic) search query

o   Increases the visibility of your website by placing paid ads alongside user search results when they enter queries into search engines for the products or services you offer

o   Can be used in conjunction with social media marketing

SEO and SEM strategies both require close attention and maintenance to know what is, or is not, working. Savvy web developers continually test, monitor, and adjust ads to ensure each ad investment returns the maximum results. They track which keywords perform the best and can make real-time adjustments if they see something is not working or is performing poorly.

Why Do SEM?

The benefits of doing paid advertising include attracting more customers and new website traffic. A properly run ad campaign will rank well in search engine results, and ensure ads appear in front of the very people who are looking for a company’s specific services. This ensures the people who visit their site are the most qualified and are more likely to follow through with a phone call or inquiry.

Occasionally, the way search engines index web pages and websites and present results to search queries can change. Such changes can affect the performance of SEO and SEM which, in turn, may require a change in the strategy a company uses when doing its online marketing. Good web developers follow and stay abreast of the trends and updates in internet marketing that affect their clients, and inform and educate them on the topic. If your own web or IT team is too busy managing other aspects of your business or website to keep up with the lightning-fast changes that occur with internet and search engine marketing, contact a reputable web development company for information on the latest requirements. Some will even perform an audit of your website and recommend changes or updates you’ll need to make to ensure your existing digital marketing efforts remain effective.

Perfexion, Inc. specializes in online marketing and understands what is needed for a website and all related digital marketing efforts to perform at optimum levels and achieve maximum results and profitability. We are a Philadelphia-based web design and development company located in Plymouth Meeting just outside King of Prussia. We specialize in making sure clients’ websites are technically sound and perform to the best of their ability at all times.

Contact Us Today!

E-MAIL hello@pfxn.com
CALL 610-783-7660
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