Sitecore for Marketeers


What is Context Marketing?

Watch this video: Context Marketing explained in under 2 minutes

Our marketing team are non-technical and need to update website content – how can they do this in Sitecore?

The Experience Editor is the simplest of the editing tools that Sitecore provides. The Experience Editor is a WYSIWYG editor that allows you to easily make changes to items directly on the page. You can edit all the items that are visible on the page — text, graphics, logos, links, and so on.

Text can be typed inline, or open the Rich Text Editor to type content in using highly configurable toolbars.

The content editor’s user interface, outside of the WYSIWYG editor, has three areas which are customisable based on rights access and security settings. These are the Ribbon at the top of the page, the Content tree on the left of the page and Content area where the editable items can be found.

Will our Sitecore website be compatible with Mobiles and Tablets?

Websites created will be built using a mobile-first design, meaning that your site will display the exact same page that is displayed on desktop computers in a responsive manner on mobile devices. In this way, content pages that are created by an editor are available on a wide variety of devices immediately. Content editors can also test their responsive content using the built-in device simulator.

Going a step further, as Sitecore can detect whether a user is viewing content through a mobile or tablet, specific content from pages can be displayed based on the device a user is browsing your website.

We are looking to personalise our content as we would like to give our customers a unique website experience, how does this work in Sitecore?

Enriched user experiences are achieved through personalisation and delivery of relevant content. Sitecore’s personalisation rules will check for various details about your users and in real time adjust, hide and show specific content.

You can assign personalisation rules and conditions to specific items in the Experience Editor.

What types of personalisation can be utilised using Sitecore Experience Platform?

  • Rule-based personalisation

    Rule-based personalisation uses logic-based rules to determine the content that is displayed on a webpage. For example, based on the IP address or physical location of your users; the keywords they use to reach your site; and their mobile device can determine the content that is displayed.

  • Adaptive personalisation

    Adaptive personalisation is a feature that dynamically changes content based on a user’s behaviour during a site visit. Adaptive personalisation uses visitor profiles and pattern-card matching to dynamically adapt the content in real time.

  • Historical personalisation

    You can use rules that personalise content based on a contact's historical or past behaviour, rather than their actions from the current session.

    You can create and implement personalisation rules based on the information to provide content that is relevant based on past behaviour, rather than the current interaction.

  • Using personalization in testing

    You can use A/B and multivariate testing to test your content and then use the results of the test to provide immediate feedback on what works and what may be improved. You can also use testing to assess which type of content works best with certain segments of your site visitors.

What is Sitecore engagement planning?

Website editors can control how users interact with your website through engagement plans.

An engagement plan is a predefined plan that lets you control how the website interacts with some users. The engagement plan will adapt communication to use the content, channels, and media that are appropriate for each individual interaction on the website.

When you create an engagement plan, you create a system whereby a part of certain visitors’ online activity is subject to a set of rules and conditions that determine when specific actions are performed.

A good example of where this can be useful would be an automatic email to site visitors on an eCommerce site who have abandoned their shopping cart.

We have multiple websites, is it possible to publish specific content across these?

Sitecore is built for content reuse, multi-channel use of content and content syndication. The most effective Sitecore implementations leverage this content hub strategy, enabling the best balance of content governance and flexibility, accuracy of messaging and presentation / delivery options.

Does Sitecore work on Mobile Apps?

For mobile apps, you can use the content running through your Sitecore database for your Mobile app content. In turn this means that this content can also be personalised to the user. Mobile apps in Sitecore run on all industry leading mobile platforms such as: Apple iOS, Google Android, and Microsoft Windows Mobile.

We have an online store. How does Sitecore help with eCommerce?

The Sitecore Experience Platform will integrate seamlessly with your shopping cart.

Sitecore Commerce allows for plenty of opportunities to personalise and optimise a user journey through the checkout process. It can be combined with your point of sale (POS) or ERP solution, this can be used to provide an integrated, end-to-end omnichannel commerce solution.

Prompts can be put in place that will help understand why a customer may abandon a shopping cart at a point in the checkout process. Automated prompts can also encourage users to return to purchase, and testing can be utilised to optimise engagement.

Post sale, Sitecore can help encourage a customer back to the store and product information can be produced that is in line with your customer’s site interaction history.

Does Sitecore support the use of social media?

Sitecore’s Social Connected module provides features and connectivity related to Facebook, LinkedIn, Google+ and Twitter. This includes publishing features for these networks, authentication sharing, common tasks (Like, Tweet) and more.

A summary of features found in Social Connected:

  • Authentication with social networks - This allows your site to accept social network login credentials for your visitor with their Facebook, LinkedIn, Twitter or Google+ accounts. Once authenticated, now you may use the visitor’s external profile information (Likes for instance) as criteria for site personalisation.
  • Publishing to social networks - Along with publishing Sitecore content for your site itself, publishing is now possible to all the social networks mentioned. With a new press release, product page, etc., the announcement of the content’s availability can be posted to the community.
  • Like and Tweet buttons for your site - The module contains the controls for you to easily add this functionality to any page.

How can Sitecore help with our website analytics?

Sitecore Experience Analytics provides content publishers with dashboards and reports to identify patterns and trends in experience data collected from their websites and potentially other external data sources.

You can use experience data to analyze the performance and optimisation by comparing metrics such as page views and engagement value.

We use Google Analytics, how is Sitecore Analytics different?

Whereas Google Analytics will provide top level information of traffic on your site, Sitecore Experience Analytics contains tools that let you view detailed reports about your website's visitors in real time. You can use these reports to give your sales team relevant information about individual visitors to your website, which can be used to refine campaigns and optimize conversion rates.

The following are categories of reports in Sitecore Experience Analytics:

  • Dashboard – provides an overview of key analytics by displaying a selection of charts and performance indicators.
  • Audience – helps you gain an understanding of who your users are.
  • Acquisition – shows you what is driving traffic to your website, i.e. from campaigns.
  • Behaviour – helps you to analyze the behavior of your users, i.e. by analysing the effectiveness of your profiling and personalisation strategy.
  • Conversions – the percentage of users that achieve a goal.

Can I assign team members ownership for specific web pages?

Within Sitecore, each user can be given responsibility to manage a single page, or every page on the site. To go a step further, workflows can be introduced.

A workflow is a series of predefined states that reflect the work processes and procedures for creating web content. For example, your workflow states could correspond to the creation, review, and approval stages that items must go through before they are published on your website.

Workflows enable you to have control over the content approval and publishing process, ensuring that only content that has been approved is published.

Automatic emails can prompt those with workflow responsibilities that they have items that require approval and these items can also be sent back up the workflow should further attention be required from the content editor.

Will it take a long time to set up Sitecore?

Typically, a Sitecore project takes around 3 months to get set up, however this will depend on the requirement. Are you looking to digitally transform your global business or do you have a specific site requirement to relaunch your locally targeted organisation?

What level of Accessibility compliance does Sitecore have?

Sitecore sites achieve a high level of W3C and accessibility compliance. Sitecore features built-in, unique accessibility tools including patent-pending usability validation abilities addressing accessibility, content compliance and quality enforcement concerns. These built-in capabilities meet many mandated goals and standards, such as ADA 508 and WCAG, which provide guidelines for the creation of websites that are accessible to people with disabilities. They also enable brand and content consistency enforcement for organisations that have large numbers of website contributors.

The accessibility validator shows clear indicators when content does not meet standards, and in many cases, can fix the problem automatically.

Isn’t Sitecore only for big enterprise-scale projects?

Sitecore is a completely scalable enterprise solution. There are two types of licence, perpetual and consumption.

With a perpetual licence Sitecore is priced by the number of software installations in your environment on a perpetual licence. If your budget is required to be an up-front expense, then this will be the best solution.

With a consumption based licence the licencing is related to how much traffic you are expecting on your web solution. If you have your own private cloud environment, volatile traffic levels or budget for software as an annual expense.

Find out more about how Sitecore can transform your business