Your website is the clearest window that consumers have into your business. More so than just being a digital brochure of products and services, each page of your site conveys a message about your brand’s authority, relevancy, and trustworthiness. It’s no wonder then that there’s so much riding on creating a cohesive and consistent customer experience from page to page.

But some types of content are managed and maintained within systems disconnected from the main website. Many organizations rely on powerful, all-in-one marketing automation tools like HubSpot, Pardot, and Marketo Engage to create impactful web pages, blogs, and landing pages. However, these tools often have a blind spot when it comes to site cohesion.

While marketing automation platforms can simplify the processes that go into creating and managing a successful website, they don’t ensure a smooth customer experience across all web pages. Instead, the burden is still on organizations themselves to ensure that all landing pages live up to the same quality standards and brand compliance of their main website — even if they’re serving different purposes and operating on different domains.

Different content, different system, different experience

If you spend your time creating high-quality content for those platforms, you also make sure you provide a consistent, optimized user journey across them, right?

Not quite. 65% of customers feel frustrated over inconsistent experiences and information presented across an organization’s digital channels. It’s clear that customers don’t differentiate between channels or departments, websites or landing pages. They simply expect a cohesive experience.

Some of the common issues that organizations are up against when it comes to optimizing their customers’ digital experience include:

  • Facilitating a consistent customer experience across landing pages that operate on different subdomains
  • Centralizing analytics across various channels to track and monitor the entirety of the digital experience being offered
  • Landing pages generated by marketing automation tools are normally not accessible via root domain crawlers, unlike the rest of their website

So how do you make sure that you’re managing your landing pages in a way that each piece of content adds to your brand authority? And equally important, how do you ensure brand consistency and high performance across your digital landscape? Like most things in marketing, it all comes down to data.

The role of data in connecting distributed platforms

Knowing that data is at the core of your efforts to provide a consistent digital customer experience across scattered tools and platforms is one thing — achieving that goal is another.

The secret: aggregating your data into one place to ensure that you can keep tabs on your website and landing pages. In particular, monitoring how they’re performing and how your users are interacting with them. And while there’s no magic bullet tool that will take every single piece of useful data across your distributed platforms and put it into one easily digestible chart, there are various ways to get a similar effect. Here are three of them.

1. Say hello to heat maps

heat map on a macbook screen

Useful for visualizing how users interact with your content, a heat map is a color-coded ‘map’ of a webpage that represents a user’s activity by marking the page with colored spots. ‘Cool’ colors indicate lower levels of interaction, and ‘hot’ colors show areas with more engagement, like clicks and taps. 

You can use heat maps to provide your digital marketing team with a quick overview of which features are getting attention and action and which are being passed over. For example, where users focus their attention, what they click, and how far down the page they scroll.

So, heat maps are great at providing a window into user behavior, but how can they connect the dots across different systems and platforms?

By looking at heat maps at scale, rather than on a page-by-page basis, you can aggregate the data, then compare user trends and engagement across the pages that influence your website’s conversion rate the most, such as your home page, landing pages, and blog. This will allow you to discover and analyze their weaknesses and strengths, and then craft a consistent user experience that drives clickthroughs and performance on a more holistic level. 

Crucially, heat maps provide you with a visual representation of data that allow you to optimize your pages. For example, Google Analytics might tell you that a certain landing page is performing better than others, but it’s a heat map that will clue you in on the why and how. 

Read about why you should consider a Google Analytics Alternative.

If your blog is hosted on your website, but your landing pages are on a marketing platform like HubSpot, you can more easily compare how users interact with different navigational elements on those platforms with heat maps, as opposed to traditional analytics.

Recommendation: instead of using heat maps to look at your web pages in isolation, scale up, and use them to gain actionable information about how your users navigate all your different website and landing pages. Then use this information to implement an optimized, consistent customer experience — page to page and across platforms.

2. Perform an SEO audit

SEO audit components - competitor analysis, keyword monitoring and search engine analytics

Too often, organizations make the mistake of thinking SEO is solely related to search engine page rankings, in turn negating the connection between SEO and the customer experience. But strong SEO also means more web traffic, a higher chance of converting leads, increased brand awareness, and even a better user experience.

Monitoring your SEO becomes doubly important when your content is distributed across multiple platforms and domains, making it harder to implement and keep track of scattered SEO processes and tasks.

This is where an SEO audit comes in.

An SEO site audit is a multi-step process that helps you dive into your SEO strategy and performance and adjust where needed for the most effective and consistent on- and off-site experience.

Recommendation: for the best results, go into your audit with a clear idea of what you’re trying to achieve. In the case of creating a harmonious customer experience, that will include ensuring your messaging and branding is the same from page to page, there is no duplicate content, titles, or meta descriptions, that keyword strategies are aligned so you’re not cannibalizing content, and that all your pages are free of errors and broken links.

3. Keep an eye on individual page performance

Performance for webpages against a globe

How much does individual page performance matter when it comes to your users’ experience as a whole? A lot! You can glean a ton of key information from performing regular page performance checks across your distributed platforms, including everything from how long your users are having to wait to access certain pages to which barriers are standing in the way of successful conversions.

Page performance checks put your focus squarely on the front-end metrics that help determine whether your customers’ experience is a pleasant one.

If you’re using a variety of platforms and domains, it’s important to note that they might use different databases in different locations. Location can dramatically impact load time, and your users may experience a disparity in performance between your website and your landing pages. Pages on HubSpot may load very fast, while your core website may load more slowly, leading to a disjointed customer journey. 

Slow page-loading times in particular are strongly connected with users abandoning your site, with many refusing to wait for any longer than five seconds.

Recommendation: make sure that speed is highly considered in your page performance checks and monitor each platform regularly so you’re not inadvertently putting a hurdle in the way of an optimal site experience. 

The easier way to deliver the best content on every page, every time

Providing a consistent customer experience across distributed platforms is a big job, but it’s vital you do it right. Use all the tools you have at your disposal in order to unify the experience for your users, including analytics platforms, a trusted CMS, and marketing automation. Then strategize with your team to highlight the strengths of each tool and work within those strengths for maximum purpose and outcomes.

In addition to the tips above, make a point of using just one platform to monitor and manage your content. With Siteimprove’s new Pardot, Marketo Engage and HubSpot integrations you can easily get an overview of dispersed content and ensure your message is optimized and consistent across your website, blog and landing pages.

Siteimprove HubSpot Connector webpage screenshot

Need some help achieving a truly consistent site experience? That’s where we come in! Get in touch today to book a demo and learn how our new integrations can help you approach your page data with purpose and ease.