Umbraco, an open-source ASP.NET Core CMS provider, has announced the general availability of Umbraco Engage, an add-on to its platform that, it claims, helps organisations analyse and understand how their visitors interact with websites.
Engage allows marketers to follow a “learn, adapt, convert” approach, gathering insights on visitor interactions and behaviour through detailed profiling and analytics. Users can then adapt these insights to test different content versions (A/B testing) to personalise user experiences. Then, marketers can improve their content based on this data to increase visitor engagement, conversion rates, and return of investments (ROI).
Umbraco Product Communications Manager, Rune Strand, emphasised the immediate impact and benefits Engage offers to marketing teams, saying, “as soon as Engage is installed on existing or new sites, marketing teams can instantly see how well web content is performing. Pageview analytics and statistics are all at their fingertips in the Umbraco CMS interface.”
Strand also observed the benefits of heat maps, a feature provided by Engage. “Being able to see heat maps that show precisely how users interact with your site can be game-changing for identifying which content is working well and which needs to be retired, refreshed, or personalised.”
Mats Persson, Umbraco CEO, said the new add-on lets Umbraco’s partners and end-clients “meet the growing demand for tailored digital experiences.” Persson continued, saying, “personalisation and content optimisation, that work in practice, are now essential for driving conversion rates and ROI,” something a recent study by McKinsey & Company discovered.
The benefits of personalisation
According to the research, 76% of consumers are more inclined to buy from brands that offer personalised interactions, and 78% are more likely to recommend these brands to others. This highlights the powerful impact of personalisation on consumer behaviour and business performance.
According to the study, personalisation can have a significant impact on cost efficiency and revenue growth, helping companies lower their customer acquisition costs by up to 50% and increasing revenue by 5% to 15%. Personalisation can also boost ROI by 10% to 30%, enhancing overall profitability.
In addition, the same study indicates success for digitally-native direct-to-consumer (D2C) brands who focus on first-party data to understand their customers. By personalising interactions, the study found around 25% of their revenue was generated from such efforts.
uMarketingSuite acquisition
The release of Ubraco Engage to general availability follows the company’s acquisition of uMarketingSuite, a software package to designed to meet customer requirements for content personalisation, in August 2024. Popular in healthcare, financial services, and public sectors, uMarketingSuite has been a valuable tool where privacy regulations limit the use of third-party data. The release of Umbraco Engage further benefits organisations already using the existing UMarketingSuite, with support from a larger team at Umbraco.
Umbraco Engage has been designed to help businesses produce dynamic digital content based on real-time interactions. Leon de Wildt, the founder and solution architect of uMarketingSuite, and Umbraco Engage Commercial Product Manager, highlighted how Umbraco Engage can “help organisations tailor digital experiences in response to their own interaction data.”
Designed to integrate with other Umbraco add-ons like Umbraco Forms and Umbraco Commerce, Umbraco Engage enables digital marketers to access order histories for each visitor profile. The integration means e-commerce sites can deliver personalised shopping experiences to increase sales and encourage conversions.
As the name suggests, Engage promises to help brands not only attract but actively involve customers through a personalised shopping journey, keeping them engaged and ready to convert.
