Today, your expectations for what your web content management (WCM) system should do on the back end can actually be in sync with what your customers expect you to offer on the front end. The WCM market has come a long way and there are many strengths and cautions marketers should be aware of, according to the recently released 2019 Gartner Magic Quadrant for Web Content Management.

Let’s examine four functions your WCM system, according to us, oughta’ do in order to truly engage your customers.

No. 1: Commercialize

Regardless of industry, customers assume they can complete all their goals on your website–whether that is booking an appointment, ordering items for themselves or their business or downloading digital assets. Commerce is now part of every single business as buyers avoid toggling channels when they are ready to complete a transaction. If they are forced to switch channels and start all over again–because your systems do not recognize them–there will be satisfaction consequences. While the content management systems of yesteryear did not offer sophisticated digital commerce capabilities, it is now key functionality in advanced WCMs.

No. 2: Personalize

It is no surprise that the majority of online shoppers (88%) say it is the same or higher priority for brands and retailers to offer personalized experiences online in 2019 compared to 2018. Non-commerce sites face those same expectations that landing pages will adapt to visitor behavior.

It should be part of a marketer and merchandiser’s everyday workflow to automatically personalize content and product recommendations, search results and emails. If your WCM doesn’t offer self-serve personalization, it’s behind the curve. If it doesn’t offer personalization in a GDPR-compliant fashion, it’s putting you at risk.

No. 3: Analyze

Customers leave plenty of clues about their intentions. Your WCM needs to be mature enough to pick up on that intent and deliver content suited for it. Beyond this, your web content management system should make suggestions about next steps in your marketing and merchandising activities. With the ability to analyze and adapt to visitors’ browsing and buying habits, customers get a more engaging experience. In turn, you’re able to win more deals and waste less time on non-impactful activities.

No. 4: Harmonize

How many marketing technology solutions do you use? If you’re like most, it’s upward of dozen plus. Your WCM should be the root of your entire technology stack as content is what gets people to your site, what gets them to stay (assuming your site checks off security and speed boxes–your WCM should facilitate that too), what gets them to buy and what gets them to ultimately return. Ensure your WCM dictates the entire web experience.

Afterall, incorrect or incomplete content on a brand’s website and/or mobile app has stopped 97% of online shoppers from completing a purchase.

Download the 2019 Gartner Magic Quadrant for Web Content Management. We believe it will give you a more in-depth look at what your WCM oughta’ do.

–Nate Barad, Director of Product Marketing, Episerver