It’s a new year, and we’re celebrating with a new website.
As all marketers know, a website re-launch is not only about a facelift. It’s also about creating engaging user experiences, learning as much as you can about visitors to inform future customer experiences, and making sure that everything runs smoothly.
A website launch or re-launch is always an immense task for brands. (I should know — I’ve been a part of three over the years).
But there was something different this time: I got to build a new website knowing our internal BlueConic tenant would make content personalized and dynamic.
This shifted the whole process.
We could do a lot more with the same resources to get a new site live. Building with BlueConic in mind, we eliminated the need to think through numerous “scenarios” that we had to bake into the website code for robust personalization.
Here are four tips that saved us time and resources when re-launching our website with BlueConic:
#1: Use what works.
Obviously, a new site is supposed to be, — well, new. But just because we have the opportunity to raze it all and put up all new everything, doesn’t mean we should.
We knew what was working and what wasn’t, we’re data-driven marketers after all. So, rather than building all new dialogues (i.e., personalized pages), we were able to take the ones we knew worked and update them with our new CSS.
We maintained our successful custom components and CTAs with little effort — from re-launch day one. Of course, we are really excited to try new things that are built with the new site in mind, but it’s a huge time saver to be able to jump straight into new projects without having to go back and rebuild what was already working.
#2: Keep your site map simple.
While you still have to outline your funnel by persona, with a CDP, you only have to build one set of core pages. Instead of building out a deep site or multiple landing pages to account for every buyer type and scenario, you can focus your attention on the overall flow of the website for a customer or prospect.
Design the right flow; then use your CDP to customize the elements that can be better matched by persona or buying stage. You can also use performance metrics from your dialogues to prioritize building new pages based on the content that is most displayed or has the highest levels of engagement.
#3: Track with a single code.
When you can rely on a single code to not only customize a web experience, but also track visitor behavior, you don’t have to slow download times on your new site with extra snippets.
Bonus: If you use your CDP to track performance across all your channels (email, social, and paid campaign performance), it can all be captured by that same script.
#4: Comply with GDPR in a snap.
General Data Protection Regulation (GDPR) and other data regulations have made it tricky for sites with a global audience. With our history as a Dutch company, we’ve always kept privacy top of mind.
BlueConic lets you easily request consent only when necessary and simplifies the management of providing the proper experience based on individual visitor’s preferences.
The best part? You can manage this directly or through a tag manager like Google Tag Manager.
Trust me, I never thought that legal consent management would fall on the list of easy sub-projects for the re-launch, but let me tell you how great it was to have it there — we had more time freed up which allowed us to also implement new forms as part of this process.
We’re here if you’re going through a website design and want a few more tips and tricks with how to incorporate BlueConic into the process.