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The website flow is dead

Updated: Mar 9

Organisations that are serving up the best online experiences are using data to shape every CMS page the user lands on. Because if that page does not give what the buyer wants - and additionally serve up predictive content, then it's back to google and maybe that next search will lead to your competitor who can deliver the content they were looking for. Guess who is going to look good and start the trust journey with the buyer? Your competition.

Many years ago marketers fell in love with the idea that a person would be led from one website page to the next on our shiny new CMS. We typically called it the user flow. User flow represents the path taken by a website user to complete a specific task.

Much time, effort, and energy were spent on designing an experience that would guide a buyer from page to page.

Then google happened. When was the last time that you bothered navigating through a website's own navigation UI? The thing that many a marketing agency got wrong was that nobody bothers getting to know a website anymore. Google does all the heavy lifting and generally gets you to where you want, when you need it, from search engine to exact result in a single click.

Here's an example of why the flow is dead, when was the last time you used a search engine for the web site you are browsing?

What replaces the flow? Well pages that dynamically change based on your previous history, the history of those coming from the same IP address as you (your company), or best still, the information the connected CRM holds on you.

Get familiar with the "dynamic content" elements of your marketing automation engine - you are going to be using a lot in the coming months.

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