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Personalizing Content For Your CRM Driven Website
By Manav Kher | April 15, 2021

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.

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That’s where fusionSpan comes in. Our CRM integration solutions — where we integrate websites with the backend of a Customer Relationship Management (CRM) system or Association Management System (AMS). We also know a lot about the user currently using the website (for users in your CRM or AMS as Members or Customers). These include:

Customer Attributes

The customer database contains a lot of data on an individual, including name, address, organization affiliation, and past purchases. We can use these attributes to personalize the website for that specific user more accurately. For example, if we know that a user is located in a certain geographical location, and there is a conference that is being organized near that location, we could alert the user and prompt them to attend.personalize

Membership Status

We will also know if a website user is a current member of the organization, if their membership is up for renewal, or even if that user is not a member. We could prompt a user to sign-up (or renew) for a membership right from the website in such cases. We could also advertise early registration specials for current members. Since doing so on the website is a lot more convenient than remembering to mail a paper form, this could make the entire process much more seamless for members to sign up and renew their membership, boosting membership numbers overall.

Event Registration

We also know the events that a customer has registered for, and that information can drive the content on the website. For example, if a customer registered for an event last year but hasn’t done so this year, we could display the event details and registration link for that event on the homepage banner but omit the banner for someone who has already registered. Instead, a customer who has registered for an upcoming event might have related news around the event featured more prominently on the homepage.

 

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In each of the examples above, the common theme is that the entire website becomes more dynamic and tailored for a particular user or group. We could also call this “engaging content” because the integration will make the website more interesting to your customers, increase traffic, boost event attendance, increase membership retention, and increase customer interaction.

If you would like to learn more about our out-of-the-box CMS-CRM integrations, feel free to reach out to our talented team today!

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The official gear-head of fusionSpan. Manav has over 14 years of enterprise software development experience. Previously he spent 7 years in various lead development and architect roles at the National Cancer Institute (NCI). Notably, he contributed to the architecture and development of some of the core components of the caBIG infrastructure, for which he received the NCI caBIG Outstanding Achievement Award.