On the same team: Merging CMS and optimization for a future-proof web development

Ever wonder why keeping things separate isn't always the best idea?

Although there may be cases where separation is beneficial, I could give you a thousand examples where putting things together makes them work way better.

Take a volleyball team, for instance. You’ve got the spiker, the setter, and the libero, all with impressive abilities. Yet, their individual brilliance alone isn't enough to secure victory. If the libero messes up in defense, the setter can't do his job properly, and the spiker won't get the chance to score. Even if the spiker can jump to the sky, without teamwork, winning is tough. Trust me, I've been playing volleyball since I was six. And guys, whether you've six of the world's best players on the court, winning is a distant dream until those six players unite as one.

You might say, sure, volleyball is a team sport, no surprise there. But the real deal is, even if two things are great on their own, they become even better when you put them together if they work as one.

Think about when the top two tennis players, Rafael Nadal and Novak Djokovic, teamed up for doubles in the Rogers Cup in Toronto, they ended up losing in the first round. Why? Well, their lack of teamwork and coordination was pretty obvious. Even with all their talent, they couldn't collaborate effectively, leading to an unexpected defeat. This proves a simple point: even the best players can fail if they don't work together as a team.

The same idea works for website development too. When creating a website, people often see building and optimizing a website as two separate things. They build the site first without thinking much about optimizing, and then they try to improve how well it works using different website optimization tools. But is this the perfect solution?

When we talk to agencies, we've noticed a common trend. A lot of them see the building and optimization of website as separate tasks, often assigning different departments to handle each aspect independently. While the ideal scenario is a cohesive team, the reality often resembles two skilled teams working independently – kind of like Djokovic and Nadal on the court.

Currently, many agencies rely on separate tools for building, optimizing, and personalizing a website, resulting in a fragmented approach. This lack of integration between development and optimization leads to complicated setups, slow websites, and solutions that are both difficult to use and costly to implement.

Many agencies use a common approach called a "Siloed system" to handle websites. This means they use different tools for building and optimizing websites, like a Content Management System (CMS) for content and media, and a separate website optimization tool.

The CMS is where content and media are created and managed – it's like a central hub for text, images, videos, and more. In conjunction with the CMS, agencies utilize an additional tool for optimization. This tool focuses on making the website perform better through key features like A/B testing, personalization, and audience targeting.

Typically, agencies use website optimization strategies that involve the utilization of multiple optimization tools rather than relying on a singular solution. For example, alongside the optimization tool designed for A/B testing and audience targeting, agencies may incorporate another distinct tool specifically dedicated to data analysis and providing recommendations based on user behavior and trends. This multi-tool approach is driven by the diverse needs of the optimization process.

All these features aim to boost the user experience and engagement. While siloed system definitely does offer advantages such as a one-time setup and the option to choose specialized tools for each function (known as "best-of-breed solutions”), the drawbacks significantly outweigh these advantages. Let’s explore them:

• Slower Performance: Even with the best tools, using separate systems can make things run more slowly than if everything were together. The need to communicate and transfer data between the CMS and optimization tool can cause delays. Additionally, the client-side nature of these solutions, where they are rendered in the browser, contributes to slower load times (detrimental for SEO) and potential flickering (FOOC = Flash of Original Content). This is like in volleyball, if teamwork among players is ineffective, the game pace may slow down and the team's performance suffers, similar to the delays introduced in a less-integrated website optimization process.
• Complicated Setup and Use: Making a separate CMS and optimization tool system work together is tricky. Integrating the two and keeping data in sync is a challenge. If one system gets updated, it can affect how the other works. Using two separate systems is also harder because it adds complexity to day-to-day operations, requiring users to switch between platforms and manage different interfaces. Just like in volleyball, when players operate independently without coordination, they face challenges in setting up effective plays.
• Higher Costs: Keeping up two different systems can be pricey. The costs associated with both the CMS and optimization tool, contribute to a pretty big financial commitment. Same for sports. Is it worth spending big on a few stars if they don't work together? Wouldn't it make more sense to invest in a team of less expensive players who play well as a group?
• Shallow Optimization: When we talk about shallow optimization, it means you can only test simple things on your website, like changing a headline or the color of a button. But it doesn't let you make bigger changes, like modifying multi-page experiences such as a checkout flow.
• Limited Accessibility: The content and media in the CMS might not be easily usable for optimization. This separation can make it challenging to fully use all available resources for optimizing the website.
• Limited Optimization: In this divided system, optimization only focuses on the website.

Just like in a volleyball team, where the team works better when players coordinate and play as one, the same principle applies to website building and optimization as well. Choosing a unified solution, where a Content Management System (CMS) seamlessly integrates with an optimization tool, outshines the drawbacks of a fragmented approach where these components are kept separate.

All the content you want to optimize already resides in the CMS, making it a logical choice for integration. In the past, traditional CMSs had limits because they couldn't process all the data involved in optimization. Now, with smarter CMSs, handling everything is well within their capabilities. So, choosing a single system where CMS and optimization tools team up is like playing as one strong unit. It makes websites faster, more effective, and cost-friendly. Let's see why having everything together is a winning play.

Let's explore the benefits of having a single system in more detail.

• Excellent performance: With the integrated solution, everything runs like a well-oiled machine. No more waiting around for data to travel between tools—it's all in one place, making your website faster, reducing delays, and giving users the smoothest experience ever. Additionally, it's a server-side/headless solution, way faster than client-side options. The future of optimization is heading toward the server-side.
• Easy to set up and use: With a unified solution, you only need to set up the integrated system once. No constant tweaks or configurations are needed, which makes everything smoother and simpler; everything works together, reducing complexities related to integration and data synchronization. Setting up a unified solution is generally faster, as it involves configuring settings within a single environment.
• Cost-effective: The integrated solution proves to be cost-effective, as it eliminates the need to manage and license two separate systems. With a unified solution, you can get the best value for your investment with an approach that's both efficient and economical.
• Deep Optimization: The integrated solution goes beyond mere surface-level changes, making significant improvements. The user interface and navigation are strategically fine-tuned for better engagement. This includes suggesting content tailored to user behavior, smoothing out the checkout process, and testing different page layouts to see what works best. These changes aim to make the overall user experience better and boost how many visitors turn into customers. Think of how Amazon suggests deals based on the users browsing and buying habits. They offer personalized recommendations and promotions that change with the seasons or special events like Prime Day or Black Friday. Prices also vary depending on where you are.
• Content & media available for optimization: In a unified solution, the content and media managed by the CMS are readily accessible for optimization purposes. Everything from the CMS is right there, ready for a boost. This means that making your website better is super easy, creating a smoother and more engaging experience for users.
• Multi-channel optimization: A unified solution allows your website to shine bright on every device and platform - no matter where your audience is. With unified solutions, optimization is a walk in the park across various channels, enhancing its reach and effectiveness on different devices like a website and an app.

Let’s be honest. Maybe choosing a unified solution means giving up some individual skills, but the big win is in harmony. It's like a volleyball team that doesn't spend millions on top players but focuses on teamwork. They might not be individual superstars, but playing together helps them achieve better goals than champions who play for personal glory, not the team.

The advantages of a unified solution like Prepr are undeniable. Prepr isn’t any other headless CMS; it's designed to simplify website building and optimization. Separating content management from the presentation layer offers flexibility in designing and presenting content across different devices. With features like multi-channel content delivery, quick development cycles, and A/B testing, Prepr is the cms for agencies to gain the flexibility they need to implement effective strategies.

Prepr goes beyond by enabling personalized website experiences for each visitor based on their unique needs. The decoupled architecture not only ensures faster page load times, improving user experience and search engine rankings but also future-proofs your website by allowing easy adaptation to evolving technologies and trends, ensuring continued competitiveness over time.

Try Prepr and experience the best of both worlds!