INFORMATION INDEPTH NEWSLETTER
Oracle WebCenter Edition |
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| BEST PRACTICES |
| Oracle WebCenter Best Practices |
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Get best practices and deployment advice from Oracle expert John Brunswick in this column. Passionate about both business and technology, John focuses on maximizing IT's ability to streamline and optimize business. |
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Five Best Practices for Web Experience Management
The era of static Web publishing has ended, giving rise to a more dynamic, conversational paradigm. Lower cost of customer acquisition through inbound marketing, and the desire to increase conversion rates and develop stronger brand affinity with visitors make an organization's online presence the cornerstone of lead generation, order management, and unified customer service. Additionally, the online channel has evolved to include mediums outside organizational control, such as Facebook, Twitter, and Pinterest, introducing entirely new challenges. To maximize return on effort, consider the following strategies when implementing Web experience management.
- Define personas and scenarios. Categorize your site visitors on the basis of their goals for online engagement. For each of these segments, formalize their visit goals into scenarios such as get product information, read review, resolve issue, and so on.
- Contextual enhancement. Support visitors’ goals by dynamically including contextual information in addition to or in place of generic information and based on persona and scenario. This can be implemented on the basis of implicit factors such as inbound search term, geography, and clickstream, or of explicit factors, including registered user profile information, social network affiliations, and purchase history.
- Measure and adjust. Measure user engagement outcomes through the lens of personas and related scenario attainment metrics, rather than page views.
- Conversation strategy. Determine how to handle user-generated content, such as reviews and ratings, within the context of your business and develop management policies for content that appears on your site and in other media channels.
- Friction and privacy. Personalization relying on explicit interaction can add friction to the user experience, so keep the collection of information as easy and seamless as possible.
Read more from John Brunswick.
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| CUSTOMER SPOTLIGHT |
| Industry pace-setter Bell Helicopter was established in 1935 as Bell Aircraft Corporation. The first in the industry to obtain certification for a commercial helicopter, it continues to expand the scope of vertical lift. Bell Helicopter is utilizing Oracle WebCenter Sites to manage its public Website to deliver information to its customers, prospective buyers, and fans. The site’s newly refreshed look, unified branding, and flexible content navigation create a better Web experience for visitors. Additionally, the implementation enables line-of-business users to publish content more quickly. Element115, a Gold-level member of Oracle PartnerNetwork, worked closely with Bell Helicopter to develop their information architecture, content strategy, development, and training. Want to dig deeper? View this presentation and visit the site. |
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| PARTNER SPOTLIGHT |
| Element115 is a Gold-level member of Oracle PartnerNetwork specializing in Oracle WebCenter Sites. Since 2003, Element115 has helped cross-industry clients with its holistic approach, extensive knowledge of online experience solutions for both internal and external customer experiences, and best practices for Web content management technologies and online marketing strategies. Element115 delivers a suite of prebuilt Web gadgets—called eSite Accelerator—for rapid and cost effective deployment of online properties on Oracle WebCenter Sites. Learn more about Element115 offerings or contact them directly at +1.855.225.3115. |
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| SPECIAL OFFER |
Oracle Fusion Middleware Innovation Awards 2012
Are you using Oracle Fusion Middleware to deliver unique business value? If so, submit your nomination for the 2012 Oracle Fusion Middleware Innovation Awards for your chance to win a FREE pass to Oracle OpenWorld in San Francisco, California, September 30–October 4, 2012. Jointly sponsored by Oracle, OAUG, QUEST, ODTUG, IOUG, AUSOUG, and UKOUG, the Oracle Fusion Middleware Innovation Awards honor organizations using Oracle Fusion Middleware to deliver unique business value. Top customers will be hosted at Oracle OpenWorld 2012, where you can mingle with Oracle executives, network with your peers, and be featured in Oracle Magazine.
Submit your nomination today. Questions? Contact Moazzam Chaudry.
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