Brands today recognize how critical the web channel is to the growth and success of their business, so they invest significantly in delivering highly personalized experiences for their customers. Yet they are leaving money on the table due to the constant stream of challenges and changes they must manage to keep visitors coming back and engaging with their content.
When Adobe introduced Edge Delivery Services for Adobe Experience Manager Sites in the fall of 2023, we raised the bar on what it means to deliver high-impact experiences. Edge Delivery Services has expanded the value a content management system can deliver, with its focus on improving site performance and speed to deliver top-line growth.
After implementing Edge Delivery Services for Adobe Experience Manager Sites, businesses such as Hanesbrands, Sunstar, and Volvo Trucks have seen substantial improvements in site performance and speed, in turn increasing customer conversion and engagement. As we continued to work with major brands, we discovered an opportunity to streamline the manual projects required to further maximize site traffic acquisition and engagement. These manual projects range from non-technical and code-related issues like broken backlinks, incomplete metadata, and missing alt text, to content issues like intent mismatch, brand compliance, or misleading messaging. Although resolving these issues is often tedious, under-resourced, and under-prioritized, they all have a significant impact on how well a customer can find, navigate, and engage with your website.
To solve these challenges today, brands rely on a range of tools, manual processes, and multiple teams. Diagnosing and understanding the root cause of engagement issues is cumbersome enough, but identifying and implementing solutions can consume significant technical resources. Marketers are unable to focus on driving more strategic impact when there is an endless list of critical items to fix.
Introducing Adobe Experience Manager Sites Optimizer.
This is why we’re introducing a new application into the Adobe Experience Manager portfolio — Adobe Experience Manager Sites Optimizer. Experience Manager Sites Optimizer is a generative AI-first application that enables marketers and product owners to automate the identification and diagnosis of issues around site traffic acquisition and content engagement, while also providing the ability to implement recommended fixes with a single click in the application. Experience Manager Sites Optimizer is automated from end to end using an identify, suggest, and fix framework powered by our new Site Optimization Agent — all while keeping marketers in the loop and in control of all decisions and changes.
- Identify: Experience Manager Sites Optimizer continuously collects and analyzes performance data to anticipate and detect opportunities to optimize the web experience. Experience Manager Sites Optimizer then prioritizes these opportunities based on the total business impact they are projected to deliver.
- Suggest: Using AI models trained on Experience Manager data and content, Experience Manager Sites Optimizer proposes solutions that will substantially improve areas of low performance or engagement. Marketers can edit or enhance these recommendations or implement them as is.
- Fix: Marketers can implement the proposed solutions with the click of a button, reducing the need for development resources or technical teams to prioritize and execute the changes needed.
Brands are already using Experience Manager Sites Optimizer today and starting to see tremendous value from the application — including The Hershey Company, BambooHR, PGA TOUR, and Wilson.
“With Experience Manager Sites Optimizer, SEO, page speed, content performance, security, and accessibility issues can all be optimized on the fly. In a few short weeks, we’ve seen key business metrics improve with little effort required from marketing teams. While the product is packed with breakthroughs, the greatest shift is the business model where Adobe is aligning their product strategy squarely with our organizational objectives,” says Geoff Lyman, manager of digital experience solutions at The Hershey Company.
Increasing site traffic acquisition.
Companies drive traffic to their web experiences in numerous ways, including paid media, social media, and organic traffic. Organic site traffic acquisition typically results in higher ROI due to the quality of visitors it provides and the fact that it incurs no direct costs. Many technical and nontechnical factors can impact organic traffic acquisition and SEO. On the SEO side, Experience Manager Sites Optimizer can help diagnose and optimize pages that have low Core Web Vitals scores, which directly improves search rankings. It can also detect opportunities to fix site issues that may result in poor SEO performance, such as invalid or missing metadata and broken backlinks. When it comes to paid channels, one of the core challenges brands face is high bounce rates on landing pages where paid traffic is directed, leading to poor ROI on advertising spend.
Additionally, with its integration on Google Merchant Center, users of Adobe Experience Manager Sites Optimizer can easily sync product data between their site and product feeds on Google and access performance data and insights from Google to optimize their strategies. This offers brands a more holistic view across their commerce inventory — and the ability to make real-time adjustments that provide the ability to increase online engagement and reach by listing their products on Google.
Optimizing visitor engagement.
Your experiences are only as good as your content. If your content doesn’t resonate with your visitors, they will quickly leave. Experience Manager Sites Optimizer helps surface opportunities to improve engagement by identifying pages where traffic is high but engagement is low. It identifies the individual pieces of content that are contributing to the high bounce rates and provides prescriptive recommendations on what type of content would be more effective. A marketer can then generate new content variations directly from the application, which can be published immediately, edited further, or sent to an experimentation workflow to test against the original.
Another critical obstacle to achieving engagement can be accessibility. Experiences that are not optimized for all visitors will perform worse and contribute to poor SEO outcomes. Experience Manager Sites Optimizer can identify gaps in accessibility — such as missing alt text from images — and help marketers resolve them quickly without the need to engage an IT team.
Value realization from day zero.
Adobe Experience Manager Sites Optimizer is built natively on top of Experience Manager Sites and requires no separate implementation project. After licensing the product, customers can activate it immediately and start getting insights and recommendations right away. Experience Manager Sites Optimizer uses experience telemetry, a performance monitoring technology that collects metrics and data around website traffic in real time for all Experience Manager Sites implementations. This data can also be merged with data coming from Google Search Console and other sources to help inform organic traffic performance.
Experience Manager Sites Optimizer also offers insights in reports that clearly articulate the impact that past decisions have had on business metrics so marketers can share their success with leadership and other parts of the organization. By championing the positive impact Experience Manager Sites Optimizer has on your business, you can unlock additional budget to drive more high-value projects.
Built for marketing teams and business users.
Adobe Experience Manager Sites Optimizer is built for marketers who are focused on driving top-line growth from the web experiences they own. It frees them from mundane monitoring requirements and empowers them to lean into the more strategic aspects of their role, making decisions that directly influence the volume of traffic and engagement. While aided by generative AI capabilities, marketers are in full control of what changes get made and published so they have oversight and can communicate with supporting teams in advance. We believe every brand has the potential to accelerate revenue growth through web experiences. With the power and generative AI capabilities of Adobe Experience Manager Sites Optimizer, Adobe can make that possible for you.
To learn more about Adobe Experience Manager Sites Optimizer, visit our overview page or explore resources on how you can get started today.
