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  • How High-Volume Sites Handle Web Traffic

    Content marketing is a complex and dynamic process. To help companies better understand the process and maximize ROI, CMSWire put together a set of guides to the best digital marketing technologies and trends. To unlock these insights, CMSWire asked some companies — ranging from startups to mid-sized businesses — about the technologies they use. It’s interesting to note how what some of the newest online casinos tend to go more for bespoke solutions than using CMS-type offerings.

    Here are the tools used on High-Volume Web Sites, and in what order the companies listed them.

    1. WooCommerce

    Eric Herweg, VP of Technology at SAP.com:

    First we had Shopify. Then when Shopify was not providing the features and security I wanted to use, I looked at Magento. For SAP’s site I have Shopify, Magento and now I use WooCommerce because of WooCommerce being very consistent with the Magento interface. WooCommerce has more product data, the choice of color schemes and very consistent user interface and processes. When I have a retail-focused web site I would do WooCommerce, plus I want to leverage the CMS [Content Management System] as much as possible.

    2. Marketo

    Andrew Cheung, Content and Marketing Strategy Manager, Insight Into Better Web Content:

    Our site has over 200 pages that have to be automatically re-posted every day and, at the end of the day, we’re pushing out almost 60,000 HTML, images and other assets across social media. This takes a lot of time and effort in terms of product and data work, and also a lot of time spent keeping the system optimized.

    It can be very hard for someone that’s a startup like us to really put it out there on social media every day, but we know that this is what we need to do to drive traffic to our blog and social pages.

    The key to it is that it’s very static and static in terms of promoting the message. It’s not very dynamic when it comes to marketing the actual products and services, which is important for the long-term of the marketing efforts.

    3. WordPress

    Mallory Brown, Director of Digital Marketing at Group Nine Media:

    The whole point of working on a website is to drive visitors. I know a lot of brands that spend a lot of money promoting what they’re selling and what they’re building, but they’re not showing users where they’re shopping or trying to drive sales through the site. You have to get visitors to the web site to show them the experience, then it’s about converting the traffic into conversions. WordPress has been one of my favorite tools. It’s a super open-platform that we can customize to whatever we want to put on the site. We can use it for content management, post-scripting, widgets, everything. WordPress is awesome.

    4. Squarespace

    Erin Nash, VP of Digital Marketing, Experience Alliance:

    The first website I ever made was Squarespace, which is a very powerful product. It allowed me to get started very quickly and also, in my opinion, provides a superior user interface.

    We can do everything. From designing the web site to making the online store. It’s very intuitive and allows users to get things done.

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