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Archive for August, 2010

Choosing the Right Web Content Management System (CMS)

August 25th 2010

As the Internet evolves, more industry verticals have recognized the web as channel that can generate additional revenue, reduce operational costs, develop a deeper relationship with customers and broaden the reach of a brand.

The foundation of any strong web presence is a solid Content Management System (CMS). With the myriad of different solutions available, it can be difficult to select the right platform. Many companies have discovered that choosing the wrong CMS can result in a site that delivers results below expectations.

Guidelines for the Most Common CMS Decisions:

Open Source V.S. Commercial:

  • Choosing an open source or commercial platform is usually the first decision that needs to be made.
  • If your organization is considering Open Source and has limited experience in this area, it is important to keep the following in mind:
  • Open Source does not necessarily mean “free”. There may not be any license costs, but there will be costs for systems integration, development and maintenance. These costs are often substantially higher with open source implementations as well.
  • Open Source implementers generally consider a project to be “cash and carry” and do not offer commercial training, support and enhancements.
  • The fact that anyone can contribute to an open source platform means that these systems may not deliver the security, performance, reliability and functionality of a commercial system.

Hosted Solution V.S. Custom Solution

  • If your organization is considering a Hosted Solution, instead of a one-off solution, consider the following:
  • Hosted Solutions generally do not permit custom functionality or integration to be built into your CMS, since you are sharing the same system with other organizations.
  • The vendor owns the core code, so migrating your functionality to a new provider is virtually impossible.

Java V.S. Microsoft.net

  • If you do not go the open source route, your technology choice will likely be between Microsoft.net or Java. When making this selection, take the following into account:
  • Microsoft’s .Net Framework is considered a more modern version of the earlier Java technology which was developed primarily for Unix systems.
  • Think about the future of your company’s technology and invest in one core focus, not 2. Products accommodating Java and .Net often result in either product deficiencies or far greater overhead.
Java VS. Net Popularity

Choosing the right CMS can be a daunting task, but given the prominence of the web in business nowadays, it’s crucial that you take the time to research diligently and decide on a platform that will be an integral part of your business for years to come.

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Design for Conversion and Increase Your Sales

August 10th 2010

Web Design is much different than traditional media formats in that your target audience can interact with a website on a much deeper level than say a print or billboard ad. After you have moved past the initial hurdle of getting traffic to your website, the next challenge is getting users to take action. Website’s have evolved from credibility statements to lead capture tools and sophisticated online storefronts. However, nothing will waste your web marketing dollars more than a poorly laid out website or landing page.

Here are some tips for optimizing your website’s design and layout for conversion:

  1. Keep critical page elements “above the fold”. For a 1024×728 monitor, this means keeping the most important content within the first 550px of page height.
  2. Highlight “freebies” that visitors must opt-in (submit their contact information) to receive. Such freebies can be a free report, newsletter, software trial, consultation etc.
  3. Optimize images so they load quickly. Internet users have low attention spans and exit slow loading sites quickly.
  4. Use multimedia to get your message across faster. According to Internet Retailer “visitors who view product videos are 85% more likely to buy than visitors who do not, based on OnlineGolf.com results.”
  5. Create buy paths that require a maximum of three clicks. If a user cannot find your product quickly, they will leave and go to a competing site.
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