Enterprise website features don't always require an enterprise system at an enterprise cost. Advances in browser technology are changing the landscape as we speak. Instead of using cloud-based middleware or server applications for implementing website personalization, a simpler alternative is now available, and it works across all web platforms.
This article is a brief look at how these advances simplify the key aspects of personalization - data storage, workflow automation, and integration.
Businesses can improve website engagement and conversion ratios by dynamically targeting each visitor with page content that is relevant to their interests. Successive visitors are likely to see completely different content delivered from the same page.
Local storage simplifies and reduces personalization costs by eliminating the need for expensive third-party, often cloud-based, systems with complex logic and large databases.
CRM Integration classically means the creation or updating of a CRM lead record from a web form. For simple web form submissions, client-side scripting can be used e.g. Salesforce Web To Lead.
Beyond simple form integration, enterprises benefit greatly by making a visitor's website behavior available to their sales team. This improves engagement throughout the sales process and provides campaign segmentation options.
Enterprises can go further by enabling the sales team to personalize each visitor's website experience from the CRM. This effectively adjusts the online messaging as the visitor progresses through the sales process. Hand-in-hand with this is the sought-after "Returned Visitor" feature that notifies the CRM sales team when a nominated visitor returns to the website.
Until recently, these features have been complex and only available in enterprise systems but, again, we can simplify (and reduce costs) by turning to client-side scripting and local storage.
A great implementation of client-side personalization is FuseIT's Send2CRM. It uses scripting and local storage to improve visitor engagement. When a web form is submitted, the form data and aggregated visitor behavior is posted directly to Salesforce CRM. The sales team can review the visitor's online behavior, and choose to override the client-side website personalization from Salesforce. S4S Cloud makes it possible to:
- Create/update Salesforce records including contacts, cases, or even multiple records from a single web form submission
- Push visitor browsing behavior to the Salesforce record and subsequently keep it up-to-date using real-time or sync processes (to capture the website activities of returning visitors)
- Drive website personalization from Salesforce
- Update the visitor's local storage data with field values from the visitor's Salesforce record or
- Update the personalization databases used by enterprise websites e.g. Adobe and Sitecore
Improvements in browser storage allow us to create advanced website features without the overhead of complex systems running large databases required to store aggregated visitor data. Instead, the client-based approach distributes the data to the visitor's own browser making it easy to access from external systems like a CRM or other endpoints.
The key takeaway is enterprise features don't necessarily require enterprise systems - advances in browser technologies are changing the landscape as we speak.
FuseIT specializes in CRM integration. Our enterprise Send2CRM, S4S, and CDP4S, connectors enable the real-time exchange of data from website technologies to Salesforce, and Microsoft Dynamics 365. Please contact us for more information or to see a demo of these in action.
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Website integration with dual-mode personalization
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