Your website is an island with few or no useful integrations
A website is often an island separate from the rest of the application landscape. In this setup, no useful integrations have been created with other business systems, such as a CRM tool. Or connections were made, but in practice it turns out that they do not work: the information from the website does not reach the underlying services.
A well-integrated website offers many benefits. Internal efficiency is boosted. For example, integration with the CRM system, where data from forms on the website is automatically linked to previous sales activity with the same customer. This ensures that no customer communication is lost, and the right salesperson can take immediate action. Website users will also notice the differences. For example, if the website is able to exchange real-time data with back-end systems, a customer can request the status of a delivery or check your inventory. As Drupal is the largest open source developer platform in the world, many connectors are already out there, and there is a good chance you will be able to get started right away.
Your website has a low ROI
For many companies, just having a website online is the most important thing. But is your website worth its investment? What is its return on investment (ROI)? Having a clear view of this is an important source of information for improving it. A poor user experience can cause you to lose money, turning your website into a liability. Imagine there are 100 potential buyers surfing on your website, but at a critical moment in their decision-making process, something goes wrong on your site, resulting in 70% of them leaving the site. This makes a serious dent in your bottom line.
Focusing on existing customers by working on loyalty is another way to drive up the ROI. This can be done, for example, by personalization. Someone who always reads blogs about the same topic on your site is someone you should be updating about new content on that topic. It allows you to draw prospects or existing customers back to the website. Adding a block of “you may also be interested in this” also helps to keep visitors on your site longer and guide them to more pages.
Monitoring plays an important part in this. In Drupal there are many options in terms of analytics, for example around SEO or average reading times. Unfortunately, many people forget to switch these modules on, so a lot of useful information is lost.