The requirements for websites and shop systems have fundamentally changed due to faster digitalization processes. It is no longer sufficient to simply present a company or its products on static HTML pages. Today’s websites are integrated into service processes and need to offer specific content depending on the end device, visitor and location, and must have the flexibility to integrate new functionality. This requires a flexible and dynamic CMS.
It is becoming increasingly important to seamlessly integrate websites into business processes without process or media disruptions. This requires special API-oriented technologies and dynamic access to different data sources.
Instead of passive contact forms, visitors expect interactive assistance functions with application logic. Examples include configurators for product selection, contact and appointment coordination with dealers, the integration of language assistants and even complete online contracting.
The simple presentation of products in a web shop is standard. Progressive functionalities include, for example, the integration of editorially curated content with additional background information on the products offered.
If the application logic of assistance functions is seamlessly integrated into the website and linked to back-office processing procedures, further processing can be automated. Appointment coordination shows local dealers, identifies available appointments and confirms the agreed service assignment. Leads from downloads are automatically analyzed by the associated CRM system, processed, and used for further actions.
To deliver current and dynamic content, a large number of different content pools, product information, as well as CRM and ERP systems, with ever-increasing amounts of information must be integrated. To enable this at high performance, only the data currently required for the functionality in question is requested via a technology-agnostic interface (API). This makes it possible to integrate multiple backend technologies.
A uniform look and feel for all country pages is important for consistent brand management. A CMS must guarantee multilingualism, landing pages for country-specific campaigns and decentralized content maintenance simultaneously. This requires user profiles, roles, authorizations and workflows on a globally uniform CMS platform while having the required flexibility to respond to the special requirements of individual country organizations.
The page speed of web pages is a significant ranking factor that is becoming more and more important. According to a Google analysis, 53% of visitors leave a mobile website if it has not loaded after three seconds. According to the analysis, 70% of the mobile target pages analyzed took more than five seconds to display the visual content of the visible part of a website and more than seven seconds to fully load all visual content. Current headless and serverless CMSs achieve significantly better performance due to their lean Jamstack architecture. Combined with pre-rendering, automatic media transformation and a worldwide content delivery network (CDN), cloud-based CMSs are even more performant.
In most companies, the CMS used no longer meets those increased requirements. Instead, limited resources are unnecessarily strained by permanent security updates and the maintenance of processes and interfaces. New functions and business processes are often postponed or omitted due to extensive development expenditure. Headless CMSs with serverless architecture based on the Jamstack principle promise much greater flexibility here.