Content, commerce, and personalization: why using a data-driven CMS results in more revenue

The lack of conversions from e-commerce content has often nothing to do with the quality of the content or the desirability of available products. The main reason for content-driven conversions falling behind is that the content itself is not aligned with the shopping experience – and vice versa.

In most cases, e-commerce content is edited and published through a content management system (CMS). At the same time, products are generally published with the use of an e-commerce system. Using both e-commerce software and a CMS often results in using two separate environments. One for publishing products, and one for publishing content.

A generic customer experience delivered through a traditional platform consisting of an e-commerce system and a headless CMS.

This in itself does not have to be an issue, but it is a problem when these two solutions function as siloed environments, remaining unlinked. When striving after a successful content marketing strategy for e-commerce content and commerce need to be aligned and personalized based on user data. Only then, the content will result in actual conversions.

So, what if instead of creating these siloed environments, you had the opportunity to create one solution that allows you to integrate content and e-commerce? Well, there is. By implementing a data-driven CMS, you can build a strong technological foundation that seamlessly integrates content and commerce, resulting in an inspiring shopping platform that aligns the entire user experience – based on captured user data from all touchpoints.

Let’s say you work for a furniture brand. To navigate your audience towards buying your products, you create inspiring newsletters and write compelling articles such as ‘Trend report: the hottest colors for this season’ and ‘How to introduce velvet into your living room’. By reading your articles, the audience gets inspired – neutrals and velvet are definitely the way to go.

At the same time, your CMS also learns that a website visitor who reads these articles is interested in velvet-like fabrics and neutral tones. Now, when they return to the homepage, you can automatically personalize content based on recent interactions. And because your data-driven CMS is connected to your e-commerce system, you can show personalized products as well, making the entire experience much more relevant.