This blog was originally published on September 13, 2016.
The first interaction most people have with an organization is through their website. Having an attractive website that is easy to navigate and well organized to engage effectively is essential for every organization. The latest web technologies enable developers to create attractive websites and, with some effort, organize content that is easily accessible for customers. But nowadays, a well-designed website isn’t enough for most users.
The User Comes First
Because of sites such as Amazon and Google, customers expect the site to adapt to them. To meet those expectations, organizations must deliver websites whose layout and content are tailor to individual users. This is what we call a “context-sensitive website” or “personalized content.”
Certain attributes, like the user’s geographical location, platform (desktop or mobile), or even technology (Operating System, Browser, etc.), are obtainable with current web browser technology. Most organizations have much more information on their customers that could personalize the customer’s experience. Unfortunately, unless the organization has a CMS built into their customer database, they cannot leverage the information.