Empowering E-commerce Sites with Drupal Solutions to Boost Conversions

Posted by Urvashi Melwani on Dec 12, 2019 5:10:17 PM

Acknowledged as one of the most popular online activities, online shopping is considered one of the key contributors in taking up global e-commerce sales to 3.53 trillion US dollars in 2019, with e-retail revenues' projected growth of approximately 6.54 trillion US dollars in 2022.

Desktop PCs are still the most popular devices among users for placing orders; however, mobile devices, especially smartphones are getting up to speed to deliver seamless digital experiences.

Drupal has modernized itself from being just a pure WCMS to a full-grown e-commerce site builder 

As more enterprises have taken their core businesses on the internet, Drupal has adapted itself well enough from being a pure website content management system to a full-grown e-commerce site builder. 

Though e-commerce is not yet a part of Drupal’s core, it extends its support in the form of contributed modules. The e-commerce community in Drupal stays active by introducing revolutionary features to help build simple, powerful, and intuitive sites.

This blog illustrates those e-commerce modules which smoothens enterprise mission-critical operations that drive business results and have a direct impact on the bottom line.

But Why Drupal?

In case you have already ventured into e-commerce or are planning to, you should never underplay the essential role of the technology as it takes on a critical role in helping you reach millions of customers digitally and make your company rise and shine into a vibrant & flourishing business.

Considering that fact, Drupal can prove lucrative in creating a stable online store with its ability to provide an attractive and clean design, leading to engaging user experience and increased conversions and revenue.

Read on to find out why you should capitalize on Drupal only to make it big in your e-commerce venture-

  • Implicit SEO Tools

It helps you out in taking your Drupal-powered website on the top ranks of the search engine results

A lot of e-commerce websites become lost in the shuffle and fail to garner the attention of people from various sections of society. However, with Drupal, you require minimum support of SEO experts as it already comprises of SEO Checklist module, built-in URL optimization, advanced.htaccess, and other analogous useful tools. Thereby, it helps you out in taking your Drupal-powered website on the top ranks of the search engine results.

  • It Is Powerful and Multi-skilled WCMS

Today, making customers place their orders is not the ultimate goal of e-commerce sites. Rather it is to engage them through blogs, forums, community, articles, and reviews around products to attract the new ones and at the same time, keep the existing ones loyal towards the brand. 

These features can be easily integrated and administered to your e-commerce site with a groundbreaking system like Drupal.

  • Seamless Integration With Third-party Solutions

Drupal allows effortless and seamless integration with third-party solutions, like Acquia Lift for enabling personalization on your site to deliver customized results to users, or Smart Content module for Account-Based Marketing. All this can be done through the RESTful API. Or you can also employ the Feeds module, which lets you import content from external data sources.

  • Fast Deployment

Drupal ensures that you get many capabilities and functionalities fresh-out-of-the-box without paying exorbitantly

The type of framework you handpick for designing your e-commerce site also relies on the speed of the deployment of the end solution.

Drupal, with more than 40K modules, ensures that you get many capabilities and functionalities fresh-out-of-the-box without paying exorbitantly. Simply put, Drupal provides all the tools utilized by the most renowned marketplaces of the world successfully for a long time.

  • It Is Secure

There are more than 45,000 developers lending their support to the community & making every effort possible to combat all security risks that may occur, ensuring that the information in your store, as well as your client’s data, is out of reach of intruders and malicious attacks.

  • Seamless Mobile Experience

Drupal-based pages are already created with responsive web design guidelines in mind and are adapted to modern smartphones, thereby; saving you from creating separate mobile-specific websites. Further, it can deliver content directly to mobile apps.

Drupal Modules To Help You Get Your E-commerce Site Going

The most suitable modules that can help you build your out-of-the-box e-commerce site swiftly are listed below-

Drupal Commerce module makes a great fit for small and large businesses alike as it is highly flexible, scalable, and customizable. Users can create several types of displays and product categories with this module and simultaneously manage the payment procedure and orders efficiently.

Get your Drupal site up and coming with Commerce Kickstart in an accelerated way with its built-in configurations and modules, making the whole procedure of launching an online store quick and easy.

Those running their site on Drupal 7, two versions of the module are available: both 1.x and 2.x. For those running their site on Drupal 8, you’ll need the Drupal Commerce 2.x installer.

It provides you the flexibility to tailor more complex shipping scenarios while your business grows at every stage

Chances are high that if you are selling products online, you are shipping them too. 

So, instead of setting a constant shipping price, let this module calculate a cost for shipping based on the customers’ location at the checkout stage.

Commerce Shipping can also be integrated well with other shipping modules, like Commerce Flat Rate or Commerce UPS. Indeed, it provides you the flexibility to tailor more complex shipping scenarios while your business grows at every stage.

Keeping track of your customers’ transactions has now become easier with Drupal’s e-commerce Invoice module, where you can generate invoices for each purchase, for yours and your customers’ records.

 It has an abundance of invoice templates from which you can select the one that best suits your needs. Also, you have the option to view and download your invoices in PDF format, as needed.

Enterprises can boost their revenues per order with cross-selling and upselling techniques. Both Commerce Recommender and UberCart Recommender are the Drupal modules that you should install to enable cross-selling on the Drupal Commerce and Ubercart platforms, respectively.

Both modules help in triggering personalized messages and product recommendations for web users

Both modules help in triggering personalized messages and product recommendations for web users. The suggestions are based on users’ current orders and previous purchases.

This module also comes in handy when the user is new on the site and the software doesn’t have any prior purchase history to refer to for making any suggestions.

In such a scenario, these cross-selling modules analyze the purchase history of other users who previously bought the same product in the current order and hence recommend products that these users ordered in the past.

Even though phenomenal growth and new trends are being observed in leveraging social media, email marketing remains an undivided strategy of any online marketing plan. 

Marketing and sales campaigns are regularly employed by sending emails to people on subscription lists. 

The Mailjet module works on Drupal Commerce for running email marketing campaigns while the MailChimp E-commerce module supports both Drupal Commerce and Ubercart.

To get started with the module, you need to first signup with the respective company. The services are free, however, the email volume should be kept below a certain threshold. 

Both modules enable site administrators to create email campaigns, personalize the marketing messages, and track campaign efficacy. 

 

Learn more about the modules from the video

It is adept in automatically tweaking the display format of price information based on the location of each online shopper

E-commerce gets its customers on its radar from the farthest and remotest countries of the earth, with all having different local currencies. Thus, the online store should be capable enough of converting product prices for customers as per their geographical location. Besides, the freshly converted local amount must be showcased in a format that conforms to the customers’ regional convention.

This module specializes in converting world currencies based on stored exchange rates. Besides, it is adept in automatically tweaking the display format of price information based on the location of each online shopper.

This module identifies the visitors’ IP address to recognize his or her geographical location (the country) of the user and store it in its database.

You can also perform your lookup on the data via a function to use the data in the way you want to. Besides, it automatically updates the IP-country database and admin spoofing of an uncertain IP or Country for testing purposes.

The technology behind maintaining this database is for establishing a link between IP address and Country is hosted and maintained by ARIN, the American Registry for Internet Numbers, therefore the database is 98% accurate

With the aim to remarket the product to the customer that he or she left in the shopping cart, this module saves the product for a later purchase. Products added to the wishlist display image of the product, add to cart button, stock, and price.

It also comes with a wishlist page showcasing a similar interface to Commerce’s Shopping Cart and a block.

Recurly, when integrated within Drupal, relieves you from subscription billing service and management. It can work alongside your existing payment gateway or merchant account or you can use the included Recurly Gateway.

With basic integration from Drupal, it includes receiving push notifications from Recurly.com. It also comprises of built-in pages for users to view invoices, subscriptions, and to upgrade/downgrade their subscription level.

Customers can easily and securely make payments in your Drupal Commerce shop without needing to leave the site

The Commerce Stripe module integrates well with Drupal commerce to support the tokenized payment gateway. This way, customers can easily and securely make payments in your Drupal Commerce shop without needing to leave the site.

The Physical Field module provides an API for storing and controlling physical measurements. It supports all kinds of unit conversions-

 It lends its support to measurement types like Area, Length, Volume, and Weight.

It also supports these following field types-

  1. Physical measurement: Stores a single measurement and it’s unit.
  2. Physical dimensions like length, width, and height along with its unit.

Commerce Stock assists in stock management for Drupal Commerce stores.

The other features include enabling and disabling the add to cart form, checking the cart form submit, checkout submit, and review submit, stopping the user from checkout in case the order contains out of stock items, and advanced configuration of the add to cart button for more control.

This module adds coupon functionality to Drupal Commerce through integration with the Commerce Discount module. You can add any number of coupon codes to a discount. Customers need to enter coupon code during checkout to activate the related discount. If there are some terms and conditions on the discount that prevent it from being applied to the order, the customer will be notified of the same.

Otherwise, the discount will be applied and the customer will see that the coupon has been redeemed.

This checkout progress block has been added to the core. It adds a block visible on the checkout pages to find out on what step of the checkout process the user is currently on. The status is an unordered list with each checkout page title being an item. 

The Commerce Message module integrates order-specific messages into it, such as order paid, product added to the cart, admin comment, order confirmation sent after checkout complete. A history view option appears to display all messages for a given order

Commerce File module widens the Commerce License ability to sell access to files. Whenever a user buys a product, he or she gets access to all files attached to that product’s commerce_file field.

This adding up of new files to the commerce_file field makes them available instantly to all the users who have an active license.

This module facilitates you to add new customer profile types for the Commerce module using a UI. So, in case you want another customer profile type other than the default billing pane in Commerce, then you can now easily do so by using this module. 

Similar to that of adding fields to the billing profile type and controlling how the fields are displayed, you can add new profile types to the ones you create here too, using this module.

In the End

Drupal does not only work as a driving force for content but also makes up an essential element in designing your e-commerce site. You can leverage the best of both the worlds- Drupal’s flexibility as a CMS in combination with e-commerce, to suit your business no matter at what stage it is!

Further, knowing about the ideally-suited modules as per your requirements can help you in kicking off the ideal site, or to improve the site that you already have. Either way, you’ll need developers to install these modules for you.

Srijan Technologies can assist you in taking your site up a notch. Whether you have decided to switch to Drupal, or fine-tune your existing site; it can help you to assure the success of your e-commerce site. Talk to us now!

Topics: Responsive Sites, Drupal, Planet Drupal, Retail & Commerce, User Experience and User Interface

Customized Progressive Web Apps Solution With Drupal

Posted by Kimi Mahajan on Dec 9, 2019 5:40:47 PM

With users expecting reliable, fast and engaging experiences from apps they use, even a short lapse in loading time is convincing enough to move onto its next available alternative.

An app loses 20% of its users for every step between the user’s first interaction until the user starts to use the app.

Nowadays, Progressive Web Apps are offering higher customer engagement bringing better mobile experience, thus offering better business financial gains than the native apps. Drupal proves to be a great platform for creating PWAs. Let’s understand the what and why of PWAs and how native-app like experience can be delivered on your Drupal site.

What are PWAs?

Progressive Web Apps combine the best of the worlds of mobile and web functionality. With application-like interface, PWAs offer the same engaging experience of a native app, but with the convenience of a web browser.

PWAs are quick, don’t need to be installed and once added to a smartphone home screen, they continue to upgrade silently in the background. It would not be wrong to say that they are web pages which ‘live’ on a user’s home screen.

pwa infographic

Unlike an app, a user doesn’t necessarily need to find, download and install a PWA. They can immediately start using a PWA upon finding it.

Here’s a quick round up of its amazing features:

  1. Device independent: They can work on any device, taking advantage of existing features available on the device and browser.
  2. Responsive: PWAs are responsive and fit the device screen size.
  3. Appearance: A PWA looks exactly like a native app, and is built on the application shell model, with minimal page refreshes.
  4. Instantly Available: A PWA can be installed on the home screen, making it readily available.
  5. Secure: Because PWAs reside on a user’s home screen, they are made to be extremely safe by hosting over HTTPS to prevent man-in-the-middle attacks.

You can take a feel of PWA yourself by navigating to mobile.twitter.com and access the fast and responsive PWA of Twitter, which has the capability to work even offline.

example of PWA for twitter

How Does PWAs Benefit?


Native apps have been useful for eCommerce conversion as they are known to perform 20% better than websites. However, they are costly to create and are a risky investment as they need to be found in an app store, downloaded, installed and then used.

Here’s a typical consumer app funnel for native apps:

This graph clearly shows there’s a 10–30% dropoff in every step starting from finding the app in the app store to sharing it in the network.

gartner prediction for PWA by 2020

Gartner predicts that progressive web apps will replace 50% of general-purpose, consumer-facing mobile applications by 2020.

PWAs have an edge over native apps in terms of boosting user retention as a user prefers easy to use less data consuming app with improved performance and usability, rather than its website. As per Google Developers, the conversion rates for AliExpress and Safari increased by 104% and 82%, respectively, upon using PWAs.

Housing.com opted for PWA to increase their average page-load time to bring a significant boost in the conversion rate. Also, poor connectivity and the prevalence of low-end devices was hindering its growth.

housing.com example

The development team of Housing.com then built a PWA called Housing Go, which helped a 38% increase in total conversions, with visitors spending 10% longer on the site, many of them returning often.

But should every web app be a Progressive Web App? And if yes, even a native app functions similarly. Then what’s so unique about PWAs?

To decide whether to go for PWA or not, it is important to identify your customer base and their action trends. The needs should be analysed before opting for PWA, such as cross browser support, most often used functionality which needs to be facilitated in offline mode.

How Do PWAs Work?

Developers can create this functionality with the help of Service Worker and Web App Manifest specification.

pwa working

Source: Bluechili.com

The 3 components of a PWA are:

App Shell: App shell is stored and served from the cache and provides HTML, javascript and CSS to power your application UI.

Service Worker stores the resources in the browser cache when the page loads for the first time. It returns the response to the user post checking the cache when the user visits the app next time. A component of JavaScript code, it manages push notifications and helps build a web application which can work offline.

Web Manifest is a config JSON file which has the metadata of the icon for the installed app, related background color, and theme of the site when downloaded.

Adding Progressive Web App Functionality To Drupal Through React

For Drupal 7 websites, the functionality can be implement by simply enabling the Progressive Web App module. For Drupal 8, one needs to customize service workers apps and apply an easy patch (check the issue). Once done, then go to admin/config/system/pwa and configure the settings. This will implement the 'Add to homescreen' functionality to your website as shown below:

pwa add to homescreen

Add to home screen option available on the website

Though PWA can be developed with front end frameworks like Angular, React, etc., we at Srijan make it possible by creating custom blocks using Drupal 8 Block API. This can be done by embedding React JS application file in its library file.

This way, we place our react block on required space on the same Drupal page, so the entire page doesn’t have to be React or Drupal only. 

The advantage of using this approach is that it doesn’t unnecessarily increase the load of the application, and makes it load quickly and smoothly. Also, it doesn’t hamper SEO rankings.


We help ambitious enterprises modernize their web experience and build digital solutions. Contact us today to explore the possibilities and get the conversation started.

Topics: Drupal, Architecture, User Experience and User Interface

Drupal 8 Image Optimization Modules To Scale Your User Experience

Posted by Rohit Tiwari on Nov 30, 2019 6:30:00 AM

Given the facts and figures in this study, there are more than 58 percent of people who prefer their smartphones over desktop or laptop to browse information on the internet. And when those responsible for the development (at the backend) decide to go ahead without any changes for the mobile, the users start getting annoyed. So much so, that 39% of them stop engaging if images don’t load or take too long to load.

In this blog, we will explore some of the awesome Drupal 8 modules for image optimization and how they can help websites reach their desired user experience. 

Drupal 8 Modules For Image Optimization 

Fortunately, Drupal 8 has many useful and out-of-the-box image optimization modules that makes it most appealing among website owners also who look forward to upgrading to Drupal 8.

Read on to find out about those modules that can help you in image optimization-

Responsive Image Module

The Responsive Image module in Drupal 8 encompasses an image formatter and breakpoint mappings to deliver responsive images using the HTML 5 picture tag. It comprises of fallback support for Internet Explorer 8. To get images in IE8 that are not tweaked for a mobile interface, you’ll need to configure the fallback in your display to use your desktop image size rather than “automatic”.

How to Set Up Responsive Images in Drupal 8

Following steps will help you in easy setup of responsive image module-

Step 1: Enable the responsive image module

One of the major changes in building responsive images in Drupal 8 from Drupal 7 is the responsive image module being part of Drupal’s core - there is no need to download an extra module. However, this feature is not enabled by default.

  1. To enable the responsive image module, go to "Admin" > "Configuration" (/admin/config).
  2. Click the checkbox next to "responsive Image".
  3. Click "Install".

Step 2: Setup breakpoints

If you are using a default theme like Bartik, there is no need to create a breakpoints.yml file. Default themes already have this file.

If you have a custom theme, go to your editor. In the root of your theme directory, create a file called "yourthemename.breakpoints.yml".
 
Your theme directory is usually found at "/themes/custom/yourthemename".
 

Step 3: Setup the image styles for responsive images

We need to create several image sizes for different breakpoints. Add one image style for each breakpoint you create at your_theme_name.breakpoints.yml.
 

Step 4: Responsive image styles

We will now assign the image styles with the breakpoints, to create the Responsive Image styles.

Go to ‘Home > Administration > Configuration > Media’ (/admin/config/media/responsive-image-style) and click on ‘Add responsive image’.

 

Below mentioned is the result of how a responsive image style, once set up,  can turn the tables.

  Devices 

Without the Responsive Image  Module 

With the Responsive Image Module 

Desktop

1-526074867869569249

 

next 1

 

Tablet

3,2

 

7-8

 

Mobile

last second

 

lasttttt

 

 

ImageMagick Module

Drupal by default comes with the GD2 image manipulation toolkit which helps the image cache module to create different sized alternatives of the same images. While GD does most of the work, it lacks some important features like converting/supporting gif with image style, & supporting of some extra image formats like TIFF. At this point, we need to use ImageMagick to extend support for gif format with an image style.

Follow the given steps to start with ImageMagick-

1) Install the module by running the following command 

Composer require 'drupal/imagemagick'
2) Enable the module with following path  ‘yoursite/admin/config/media/image-toolkit’

3) Select the ImageMagick image toolkit and configure the image quality to 100%.

By implementing the module, the following improvements can be observed:

1) The gif image format support is now enabled when used with an image style.

2) 20-40% decrease in image size

 

Please refer to below table for detailed output-

Image Format/ Toolkit

GD2 Toolkit

ImageMagick Toolkit

PNG

1.car

 

2.carr

 

JPG

3,carrrr

 

4.carrr

 

GIF

5.screen

 

6.screen

 

Note: ImageMagick is preferable over the GD toolkit due to the functionalities it provides.

WebP Module

WebP format is one of the image formats developed by Google, capable of reducing the image size by 20-50%. Some of the dependencies which WebP module had before being used in Drupal are as below:

1) At least one image library (GD2, ImageMagick.). In our case, we are using ImageMagick.

2) Images to be rendered using a responsive image style as the WebP module works with <picture> tag only. Any image which is not rendered using picture tag is not converted to WebP form and remains in its original format.

Note: In some browsers, WebP format is still in testing mode. WebP module detects the unsupported browser and renders the original format image instead of WebP format.

Use the below steps to get started with WebP - 

1) Install the module by running the following command

composer require  'drupal/webp'
2) Enable the module and go to path ‘yoursite/admin/config/media/webp/settings’

3) Configure the image quality to 100%.

Below are the improvements that can be noticed on the site alongside a decrease in image size by 20-25% - 

Please refer to below table for detailed output-

Image Format / Configuration

With ImageMagick and without WebP

With ImageMagic and WebP

PNG

2.carr-1

 

White second

 

JPG

new brown 2

 

brown fina;

 

GIF

6.screen

 

5.screen

 

Note: Please note that the size of the gif image remains the same in both cases - with and without WebP. The reason is that WebP does not support gif images on some browsers. Hence, we have excluded the gif by applying a patch on the WebP module.

Summing up:

The bounty you get against the efforts you put in is the website images that look vibrant and crisp on all touchpoints, while still downloading efficiently. Users won’t leave your sites disgruntled anymore as images won’t take forever to download; making a huge difference to your engagement ratio, conversions, and other sales activities.

Drupal is a powerful, robust, and scalable website content management system that ensures every element on the website functions well to deliver a seamless digital experience to users. Using its modules, you can surely manage the images efficiently witnessing the boost in site performance.

 

(Co-authored by Sumit Kumar)

Topics: Drupal, Planet Drupal, User Experience and User Interface, Coding and Tutorial

Balancing Personalization and Brand Consistency With Drupal

Posted by Urvashi Melwani on Nov 28, 2019 2:02:10 PM

Getting what you have been looking for or even before you realize its need lets you experience the real power of personalization.

Great consumer experiences are what make up a brands' value. However, the problems that marketers face is that very few people show interest in buying complete, off-the-rack, & pre-defined customer journeys. 

Studies also show that consumers do want personalized messages provided it’s done right- i.e, not overly grisly or overly intrusive. 

This might prove challenging for brands in regards to decide on how far to take it and what may go beyond the line, but ultimately brands need to figure this out to deliver a seamless user experience.

The new technologies have also led to the disruption of the traditional paths of purchases. Gone are those days when people used to visit shops! Nowadays, it’s one click and service is provided at their doorstep.

Therefore, it’s critical for enterprises now more than ever to find out ways to stand-out in the crowd by focusing on customer engagement and building a more open and transparent relationship with them.

Personalization is the key factor in delivering engaging and custom experience to the users. Drupal, an open-source platform, can help enterprises in delivering relevant content tailored to their visitors to showcase them their value, convey their message and keep them on their site. The longer they are on the site, the likelier they are to engage in whatever way you need.

What Is Web Personalization? What Are Its Benefits?

Personalization is the practice of presenting web visitors with the relevant content that is customized and unique at the same time to each one of them 

Personalization is the practice of presenting web visitors with the relevant content that is customized and unique at the same time to each one of them as per their likes and dislikes. Enterprises can enforce personalization by gathering the data of their visitors and creating buyers’ persona to know more about their preferences, age, buying nature, and many other things, to deliver a user-centric experience at every stage of buyers’ journey.

B2B companies and online retailers have already realized the importance of personalization as it helps them make product recommendations, send personal messages, discount offers, and many more. Check the benefits mentioned below-

1. Personalized CTA= Increased Activity on Site

 

CTAs or call-to-actions are one of the finest and interactive ways to entice your visitors and let them take action on your site

CTAs or call-to-actions are one of the finest and interactive ways to entice your visitors and let them take action on your site. A catchy and carefully crafted CTA can encourage your website visitors to take a free trial, read an article on the site, take the survey, and even watch a demo they may otherwise have been least interested in. 

4 computers interconnected Shopping sites like Myntra and Jabong use soft CTAs through both the products catalog and also the information is displayed alongside engaging visuals.

This prevents people from leaving the site and instead re-engages them with the platform to improve their probability of purchase.

As per research by HubSpot, personalizing CTAs can boost website performance up to 202% better than generic CTAs.

 

2. More Relevant Content Recommendations

Irrelevant content recommendations on the website can leave any visitor disgruntled and ultimately cause them to leave the website. This can be avoided when visitors are fed with the content, products, or services that interest them and are fresh, concise, and relevant.

This will not only cease them from leaving the website but also reduce the bounce rate or exit rate. A simple way to enhance users’ loyalty and ultimately see an improvement in retention rate.

Google, out and away, is the most apposite example here. The search engine produces accurate data as per users’ browsing history, takes note of their behavior, and uniformly shows content that matches their preferences and priorities.

3. Better Qualified Leads

 

Leads that are properly taken care of, categorized, and shown relevant content, are more likely to enter your sales funnel

Leads that are properly taken care of, categorized, and shown relevant content, are more likely to enter your sales funnel. There is a higher chance of them buying or subscribing to your products or services than new visitors on your website.

For example, to channelize large enterprise clients speak to its sales representatives, Vyond, a SaaS DIY video maker, compels these enterprise visitors to contact them for custom enterprise pricing by mentioning it clearly on their pricing page alongside personal, business, and professional plans- which visitors can directly buy through its website.

4. Increased User Engagement on the Website

Personalization workflow shownGive your visitors what they demand and you will see them sticking around on your website for a longer time. The noteworthy examples of these are YouTube and Netflix where engagement can be measured through the higher watch time. Users are provided personalized OR recommended content options or like Amazon.com which shows multiple product recommendations under “you may also like section”.

5. Increased Conversions

 B2B companies who have been practicing this approach have seen a significant rise in sign-ups, lead generation, and general conversion

Incorporating web personalization helps businesses enhance their online sales and conversion rates provided they nurture their leads with quality content. B2B companies who have been practicing this approach have seen a significant rise in sign-ups, lead generation, and general conversion.

Integrating web personalization gives enterprises qualified leads in addition to serving up what it's buyers want. 

Taking Forward Web Personalization With Drupal

The significant drop in the face to face interactions makes it apparent that digital experiences have already filled that void and have become the expectation rather than the exception.

The advancement in technology has also revamped the way the content should be personalized

However, it’s on enterprises and businesses to improve and evolve the digital experience of every visitor having unique characteristics and browsing behavior- ultimately putting an impact on their engagement metrics and conversion rates.

The advancement in technology has also revamped the way the content should be personalized. For Drupal users, Acquia Lift has been playing a constructive role in eradicating the notion, one-size-fits-all and thereby enabling marketers to speak directly to individuals for addressing their unique needs. 

Acquia Lift is a marketing solution that enables you to fragment audiences based on their age, interest, and search history, to deliver them personalized and unique experiences across any channel or device.

Optimized for Drupal, it allows enterprises to utilize customer data and customize content distribution to cater to their target audience’s specific wants and needs.

Similarly, the Smart Content module built for Drupal 8 can be incorporated easily within any data source to facilitate enterprises in delivering segmented content via Drupal admin, as per industry, buyer stage, location or other crucial segments.

It ensures the personalization of any anonymous websites in real-time. Marketers can leverage browser conditions, cookies, or third-party APIs to display various content for anonymous and authenticated users. 

In addition to this, Acquia Mautic is a marketing automation tool that enables organizations in multi-channel communications at scale- irrespective of the size of the organization, and at the same time customizes the experience for individual contacts; thereby saving time, eradicating errors and improving efficiency by automating all such cumbersome and repetitive tasks.

It’s modern and highly flexible design provides the team members the freedom to move quickly & adapt easily to changing business needs. And since this is also open, it can be easily customized for each user’s specific needs.

Brands can automate, personalize, and assess the entire customer lifecycle from an open platform and integrate customer experience tools seamlessly

Users, as a result, will witness innovation at a faster pace, increased agility and flexibility, and better integrations. It will also facilitate brands to automate, personalize, and assess the entire customer lifecycle from an open platform that is scalable and hence can seamlessly integrate with the latest, and most groundbreaking customer experience tools.

Features of Acquia Mautic-

1. Multi-channel campaigns

Comprises of an intuitive visual builder that makes it easier to integrate automated campaigns. You can also send emails, text and web messages.

2. Website tracking

It can prove an effective way of knowing your visitors and accordingly creating their buyers’ persona to deliver personalized experiences.

3. Email marketing

Comprises of creative and flexible templates to help marketers deliver and optimize effective emails.

4. Landing pages

Facilitates you to customize individual landing pages in the way you want-tweak content, change design layout, or whatever you like.

5. Dynamic content

Leverage buyers’ persona to deliver a real-time personalized experience on your website and in your emails through relevant and high-quality content to individuals in your audience.

6. Integrations

Native plugins, integrations, and open APIs enable you to connect Mautic to all of your business-critical technology solutions.

 

Watch this video to further understand about personalization via Acquia Lift-

Modules To Enable Personalization on Your Drupal-powered Website

Drupal modules simplify the task of marketing teams in boosting the level of personalization on their websites. Check how-

1. Engagement 

Engagement module enables enterprises to attach engagement scores based on the various interactions with website visitors; primarily via rules module or API calls. 

Once this module is enabled, each RedHen Contact in the system is given an auto-calculated engagement score field, whose value is 0 by default until you create some type of engagement scores through the configuration interface and attach cases or examples of those scores to contacts in some way.

This way, you will be able to re-assess the value of a particular type of interaction by changing the score at a future date, and all the past interactions would reflect the new value.

2. Personalization

It adds highly configurable implicit and explicit personalization to Drupal websites based on geolocation and taxonomies

Various males and females shown next to each other                                        Source: Econsultancy

Though designed for larger content-heavy websites but works effectively for any, this personalization module adds highly configurable implicit and explicit personalization to Drupal websites based on geolocation and taxonomies.

This implies that you can deliver relevant content to your visitors that are aligned as per their interests based on their location and behavior on your site, which further can help you in building buyers’ persona of them. Besides, it comes with a “suggested content” block and numbered listing to indicate developers call the functions of the modules directly to retrieve users suggested content and personalize their experiences.

3. Acquia Content Hub

It is a cloud-based, centralized content distribution and syndication solution that compels customers to publish, reuse, and consolidate content across a network of Drupal websites.

Note about Acquia Lift Support-

Acquia Lift currently extends support to Content Hub 1.x for content personalization. If you wish to do content personalization with Lift, download and install Content Hub 1.x. If you only want to do content syndication, it’s recommended to install 2.x. In case you intend to both content syndication and personalization, use 1.x.

4. Shareaholic
Provides enterprises an easy-to-use dashboard to attract new users, grow traffic, commercialize their content, gain values and insights, and monetize their traffic

All-inclusive content development and monetization platform, Shareaholic encompasses related content recommendations, promoted content, social sharing, following, site monetization apps such as affiliate linking, and social analytics. This module makes it a no-brainer for any website- big or small, to attract new users and grow their traffic, commercialize their content, gain values and insights, and monetize their traffic, through a powerful but easy-to-use dashboard.

This module is actively developed by GitHub and maintained and supported by Shareaholic.

5. Contextly 

Contextly aids publishers in keeping readers busy with reading and by suggesting interesting content recommendation widgets at the end of posts and in sidebars. 

It also provides an elegant way to 

  • Add links to the body of stories’
  • Choose related posts without links
  • Add sidebars into the body of posts.

The service which doesn’t tax your database has a free tier for personal bloggers and paid tiers with extra features, including in-house ads, for publishers of all sizes.

Features of the module-

  1. Provides support to all Contextly features, encompassing sidebars, widgets with related links, easy UI to add links to the post without any hassle.
  2. Sidebars are added into the Drupal text formats system
  3. Configurable position of the Contextly widget on the node page
  4. Few selectable Contextly-enabled node types and taxonomy reference fields are sent to the service.

 

6. Setka Editor 

 

Setka module ensures quick integration with the Setka Editor that facilitates users to create an easy-to-understand editorial design tool 

Setka module ensures quick integration with the Setka Editor that facilitates users to create an easy-to-understand editorial design tool for creating beautiful layouts that attract, engage, and convert. 

This installation process lets Drupal replace text area fields with Setka’s page builder, to further ease and accelerate the designing of editorial content.

 

Now you can also design highly-impactful layouts and deliver great content experiences with Setka Editor and it’s features-

  • Grids

Re-structure your content in a refined way to improve its readability and gain control over every element on your page in just a few seconds with this grids system.

  • Interactive design

Show some level of creativity in your designs that obligates users to spend more time on the content and the website. Add animation, anchors or full-width and background images to your layouts on the fly to make your post more engaging.

  • Alignment and indents

A couple of clicks and your content’s horizontal and vertical alignment & indents is fixed.

  • 100% customizable inline icons library

You can easily upload, edit colors, and adjust your icon library with ease. The icons, when brought in use, automatically adjust to font sizing.

  • Post styles

You can specify your post stylings in Setka’s Style Manager. Pick your text formats and fonts, choose the colors and go creating dividers. You can create as many post styles you like - your rest of the site’s look will remain intact.

  • Reusable templates and design elements

Create & save post templates to reuse these design elements as “snippets” with just one tap.

  • More freedom with typography

There are hundreds of Google fonts to choose from and connect to your Adobe TypeKit or simply upload your custom fonts. 

  • Seamless production process

Setka Editor ensures easy designs. That’s why it has made its tool work seamlessly within your editorial, technical, and content building processes. It ensures a hassle-free experience by providing features like- True WYSIWYG, Mobile-friendliness, Team collaboration and rights management, Extra customization through code, and SEO best practices.

Summing up

As per a report by eConsultancy, there are only 32% of members who witnessed that their current CMS is capable of driving personalization, which implies that there are still plenty of companies who are struggling to incorporate personalization in their customers’ journey and are unable to decide on technologies to be used for effectively carrying out this process.

There are also 63% of people who are already irked by the way brands continue to rely on passe’ techniques of exploding them with generic messages repeatedly. 

Simply put, businesses should now adopt new, improved technologies to personalize websites not only to increase leads and conversion but also to content website visitors and earn their loyalty by giving what they want.

Topics: Drupal, Personalization, User Experience and User Interface

Get Personal With Customers Through Account-Based Marketing (ABM)

Posted by Urvashi Melwani on Nov 21, 2019 3:47:15 PM

Gone are those days when traditional inbound marketing practices worked wonders. Today, the one-size-fits-all approach does not prove effective for companies trying to appeal to well-heeled clients and companies. 

Perhaps, this approach has served B2B marketers well for so long but now this digital era has taken over and led to the battle already where everyone is going head over heels to grow traffic and generate more leads. 

One inverted triangle and one normal with text written                                                            Source: Acquia

 

What is the solution then?

It is account-based marketing (ABM) indeed! An action-plan approved by both large and SMBs to help them aim at high-value accounts with customizing or rather personalizing campaigns and raising awareness.

The illusion of (some) control over what visitors are engaging with is powerful, and has a positive effect on visitor psyche. Perhaps, that why personalization works so well. 

Drupal 8’s API-first architecture makes integration easy to implement account-based marketing

This blog will give you deep insights on how Drupal and ABM can benefit enterprises in increasing customer engagement, and what all the tools are there for the same.

Benefits Of Account-based Marketing

Here are some of the ABM benefits listed-

1.  Clearer Path To ROI

 

Account-based marketing is accurate, focuses on personalized targeting, and is measurable too

Account-based marketing is accurate, focuses on personalized targeting, and is measurable too. Considered as appropriate in B2B marketing tactics and strategies for the highest ROI, it is the one that ensures less waste and so the risk.

This practice makes it easier to streamline sales and marketing for consistent marketing that grows accounts.

  1. Faster Sales Process

Due to the involvement of several stakeholders in making a final purchase decision, the whole process gets stretched. As a result, this slows down your typical sales and marketing process. However, ABM provides you the opportunity to nurture your primary decision maker particularly, along with all relevant potential customers, to facilitate and hasten the sales process.

  1. Efficient Use Of Marketing Resources

ABM redefines your marketing efforts on the major accounts to drive the most revenue

ABM redefines your marketing efforts on the major accounts to drive the most revenue. These initiatives let you optimize your most valuable resources: time and money. The integration of sales and marketing efforts can let you focus your marketing team directly with sales to target and produce content for key accounts and build a successful communication with sales.

  1. Right Targets to Get Right Leads

As per this report, there are almost more than 45% of the bad leads that are of no use to marketers even after additional cleaning,  and hence leads to wastage of resources, money, time, and effort.

ABM is a breakthrough marketing practice that helps in hitting on the right lead instead of low-profit or low-level clients 

ABM is a breakthrough marketing practice that helps in hitting on the right lead instead of low-profit or low-level clients that might give you only a small percentage of revenue. ABM has the unique ability to target the right accounts, i.e, large accounts that have the possibility of closing down soon; resulting in right leads and more revenue than those hundreds of the wrong leads combined!

Quick look on the basics of ABM. 

Getting Started With ABM? Tools You Can Consider

Getting rid of age-old marketing tools to embrace the ABM personalization tools, or simply finding a way to seamlessly integrate them into your workflow can be one of the best decisions you can make for better customer engagement.

With tools such as Engagio that help account-based marketers to initiate lead-based marketing strategies for reviewing performances, there are also tools like Terminus that emphasize personalized account targeting, engagement insights for the sales team & ROI tracking. 

Integrate is also one such useful tool that lets you combine and manage several lead generation platforms in one place and save your time and effort of moving back and forth from one platform to another. Uberflip is no less and focuses on delivering the right content to the right audience at the right time. It uses an AI component that acts as a recommendation engine for content delivery to enhance customer experiences. 

How Integrating ABM and Drupal Can Result In Increased Lead Generation, Retention, and New Market Growth?

In this era of “the customer is the king”, it has become extremely difficult for the companies to get noticed and break through the noise.

However, when Drupal 8’s API-first initiative is combined with ABM, enterprises get access to a whole new line of solutions to deal with the problems that have been surfacing for so long, such as relevant lead generation, retention of customers, and new market opportunities.

ABM requires sales & marketing teams to work closely together in pinpointing and selecting individual companies to target and treat each of these accounts as its very own market to see stronger results.

ABM and Drupal collectively understand that audience identification is the key to the personalization and unmatched experience

Drupal is an ultimate martech stack based on open-source and has been built in such a way that it integrates well with all other tools seamlessly. The use of API structure in Drupal allows the use of the latest javascript to create wonderful apps and deliver exceptional digital experiences in real-time.

ABM and Drupal collectively understand that audience identification is the key to the personalization and unmatched experience and therefore, ensures focus & flexibility to target only those accounts which are well-suited as per organizations’ competency. Ideally, Drupal manages content and the ABM platform ensures identification and recommendation.

Today with ABM, any company that has been using marketing automation technology and CRM software can automate much of the tedious work required for mining potential customer data and personalizing the marketing messages to meet the specific needs of the targeted accounts. In addition to this, an ABM strategy makes it smooth and efficient for enterprises to see how much of the money the company is spending on marketing is directly converting into closed sales and revenue or not.

Modules That Fuel Personalization Through ABM & Drupal Integration

Here are some Drupal modules and tools that support ABM for refined digital experiences-

1. Acquia Lift

Amalgamation of the potential of Lift and the capabilities of Drupal allows marketers to select the level of sophistication that fits their needs and budgets

Web Personalization is the key to successful customer experience. An effective personalization pulls and analyzes customer data, and accordingly suggest content to deliver the right experience to the right customers. For similar reasons, Acquia Lift provides the three-step approach, i.e., crawl, walk, and run approach for web personalization. 

Have a look at these three approaches-

Crawl personalizations can be started instantly from a content and data perspective. These are considered as low effort (means general, easily gathered data and personalization that can be ongoing), of varying impact, and with fast results.

Walk personalizations need additional content and more data collection for further defined segments. Considered as a medium to the high effort ( data that requires multiple visits and additional content creation), delivers results with moderate impact. 

Run personalizations demands more content, more personalization activities, and more data for further defining segments. They require high effort ( requiring data collection and integration from other systems, moderate to large-scale content generation, and more analysis and resources to build and implement rules) with high impact during an extended period.Multiple colored boxes with text insideSource: Acquia                                      

Doing it the right way, with the right technology, can only deliver results that will drive customer experience and your business forward. So, Acquia Lift when combined with powerful solutions, like Drupal, results in a powerful yet easy-to-use platform that augments real business results. Acquia Lift facilitates enterprises in understanding their customers and improving engagement with relevant content for unmatched contextual digital experiences.

The amalgamation of the potential of Lift and the capabilities of Drupal allows marketers to select the level of sophistication that fits their needs and budgets to build unified customer personas, based on data like device type, geolocation, and browser history. Following this, Lift delivers personalized content to relevant customer segments through drag and drop Drupal interface.

Acquia Lift offers following features-

1. Simple campaign creation

Marketers can easily create personalized campaigns in just three steps

2. No coding for testing and targeting

Fueling the creation and launch of personalization without any technical skills.

3. Well-defined personalization campaign types

Enterprises can set a/b tests, target personalizations to specific crowd or suggest content across a series of sessions to deliver the best possible experience.

4. Enhanced scheduling

Assists marketing teams aligning personalizations to events, promotions, sales, and press-related activities.

5. Multi-lingual personalization

Personalize in multiple languages by automatically localizing content as per the detected location.

6. Real-time operation and insights

Caters a dashboard from where activities can be reviewed in real-time for both optimizing and validating marketing investment.

  1. Smart Content Demandbase

The Smart Content Demandbase is a targeting and personalization platform to deliver a personalized experience to each visitor on the website in real-time

The Smart Content Demandbase is a targeting and personalization platform to deliver a personalized experience to each visitor on the website in real-time.

It gives enterprises insights on buyers’ persona and so the ability to optimize your ABM at scale.

With Demandbase, marketers can target website content to companies that fit pre-defined criteria based on attributes and metrics like industry, revenue, customer status, or products purchased. Following are its features-

A. Coordination among different channels

Creating and managing target account lists in the Demandbase ABM platform can be done via enabling the third-party system to ingest these lists. This way, they can be used in a coordinated fashion across virtually any channel (email, direct mail, content syndication, etc).

B. Monitor and fragment target account audiences

Audience lists can be easily managed by fragmenting the data brought into the Demandbase Platform through these integrations. This way, opportunities through CRM can be pulled in for increasing the ROI of ABM programs and at the same time use it for boosting account profiles with contact data and both online and offline engagement data, to provide a comprehensive framework of target accounts.

C. Innovation through collaboration

Collaboration with other hundreds of smart, innovative companies who are building capabilities to benefit ABM marketers will grow only in the coming times. The Demandbase ABM Ecosystem will facilitate clients to benefit from such innovations alongside future capabilities that Demandbase delivers.

D. Seamless data integration

In a world where martech stacks are overflowing, siloed data comes up as a huge challenge for every CMO in achieving the desired ROI. With the enablement of complementary solutions to pass data between systems, the Demandbase ABM Ecosystem can eliminate the risk of buying decisions and enable the marketer to get to value quickly.

  1. Smart Content Module

Marketers can leverage browser conditions, cookies, or third-party APIs to display various content for anonymous and authenticated users

The Smart Content module builds for Drupal 8, can be easily integrated with any data source to facilitate enterprises deliver segmented content- via Drupal admin, as per industry, buyer stage, location or other crucial segments.

It is a toolset that enables the personalization of an anonymous website in real-time. Marketers can leverage browser conditions, cookies, or third-party APIs to display various content for anonymous and authenticated users.

However, it has limited functionality on its own as it is designed to work in conjunction with other modules to boost the power of personalization.

Two of its components are-

1. Smart Content Blocks

Smart content block lets you insert a smart content block on any page to hide/show/swap content within that block, as per the conditions defined by a content administrator. These blocks can be added anywhere, and even in multiple regions on a single page.

2. Smart Content Segments 

You can create, save, and manage a set of conditions, knowns as segments with it. These blocks can use any segment(s) to display the corresponding content.

Smart content lets an API with available data be used as conditions to boost your personalization strategy and better leverage the tools you already have.

Final Words

Drupal and ABM take personalization to the next level collectively and also empower sales and marketing teams. The results obtained are - increase in customer engagement, relevant leads and prospects, enhanced customer retention, and hence sky-rocketing ROI. 

If your enterprise is looking for inculcating Drupal and ABM platforms, then you are in the right place! Srijan has helped its clientele in maximizing their ROI and it can help you too. Contact us now!

Topics: Drupal, Personalization, Planet Drupal, User Experience and User Interface

Do away with Security Risk Through AppSec Shift-Left Approach

Posted by Rahul Kumar on Nov 5, 2019 10:45:58 PM

With developers under the constant pressure of completing the software development process expeditiously, more and more facets of the process are compelled to make a “shift-left”, and bob up in the software development lifecycle (SDLC).

Given this circumstance, security can no longer be taken as a casual job especially when the code is being updated and delivered every few seconds and minutes.

That is where this “AppSec Shift-Left” movement comes into the spotlight. A strategy to audit code by discovering and eliminating software vulnerabilities without hampering the development process.

This blog will elucidate the need for AppSec shift-left approach and the application security tools that can be leveraged to patch the same issues.

The Need of Shift-Left Approach

The idea behind using the shift-left approach is to find vulnerabilities at an early stage in the SDLC in a fast and efficient manner. The earlier the development teams find bugs, the lesser is the rework they’ll have to do later. This is the reason why enterprises are setting up their developers responsible for application security. 

As a result, developers will have to embed this approach asap as a part of their responsibility to keep security in check and deliver the applications on time, and in case errors occur, they can fix in on time and not throw it over the fence to let someone else take care of it.

How Application Security Tools Can Support Developers 

7 Hexagons closely placed with text insideGenerally, developers have the common goal of producing secure, functional code within a deadline. To ensure security and functionality, they typically perform a code review process to debug their code.

Debugging code is not among the hopes and dreams of most of the developers. Plus, lengthy debugging sessions can delay the projects. So the ideal application security tools should help developers debug their code swiftly to boost their productivity and help them meet their deadlines. 

All these accomplishments will encourage developers to use the tool to remove software vulnerabilities. 

Additionally, whenever developers embrace these app security tools as a means to enhance their productivity, these tools are far more likely to showcase a material impact on vulnerability remediation.

Simply put, these application security tools reduce the amount of time they take for developers to debug their code. However, this is no easy task! To help developers produce secure, functional software on-time, these solutions must:

  1. Integrate into daily developer workflows. They shouldn’t interrupt development processes geared towards complying with the next deadline.
  2. Produce accurate and actionable results. Going forward, developers can fix vulnerabilities quickly once they have been identified.

Implement Shift-Left Approach With These Tools

Below mentioned tools, when implemented in CI/CD pipeline, will empower developers in finding the security loopholes, if any, at the right time.

  1. Fortify Static Code Analyzer (SCA) - 

The Micro Focus Fortify Static Code Analyzer (SCA) can identify, analyze, and resolve complex issues efficiently as it scans massive amounts of code in a flash followed by immediate actionable results; making it convenient for developers to create secure code.

SCA plays an essential role in creating secure software by identifying vulnerabilities in software security architecture and application code with minimal effort & in negligible time; without compromising on the quality of the code. 

  1. Black Duck - 

Black Duck software composition analysis solutions and open source audits give you the insight you need to track the open source in your code, mitigate security & license compliance risks, and automatically enforce open source policies using your existing DevOps tools and processes.

Watch this video further to understand about AppSec Shift-Left Approach-

Open Source and Third-Party Software Audits

No matter what your organizations’ business is, you must be using open-source in one or the other way. The question that arises with the use of open-source is, whether you know how your organization is using it, what kind of licenses are playing the roles, and whether you can meet all of your license requirements. 

To answer all these questions, an audit is conducted to find what kind of open-source software (OSS) is present within your code and what licenses that OSS falls under.

Black Duck, an open-source library analyzer, comprises of following features-

  • Open Source and Third-Party Code Audit

Provides you with a complete open source bill of materials (BOM) for the target codebase; showing all open source components and associated license obligations and conflict analysis.

  • Open Source Risk Assessment

It offers a detailed view of open source risks in the codebase, including known security vulnerabilities, using Black Duck Enhanced Vulnerability Data. It can serve as a high-level action plan to prioritize research and potential remediation actions.

  • Web Services and API Risk Audit

Lists the external web services used by an application, with insight into potential legal and data privacy risks. It allows you to quickly evaluate web services risks across three key categories, i.e., governance, data privacy, and quality.

Conclusion

The software development life cycle (SDLC) is constantly increasing the pace and becoming more automated.

Developers must keep up with the pace and leave security behind with the shift-left approach. Considered as the fastest and most comprehensive tool, it can be easily integrated into DevOps pipelines to analyze the code, and boost security into digital SDLCs without compromising on the innovation part!

 

Srijan takes security issues as a serious threat to organizations’ valuable assets and progress. And so, to mitigate the risk, it has provided its clients with a solution to deal with it efficiently. You too can reach out to us for the same. Contact now!

Topics: Drupal, Planet Drupal, Security, Framework and Libraries, Opensource

Create Once Publish Everywhere with Drupal

Posted by Kimi Mahajan on Oct 25, 2019 2:30:06 PM

Long gone are the days, when cellphones were used just for calling purposes and desktops were switched on to browse the web. Today, information and entertainment can be accessed from anywhere and from any device.

According to Pew Research, over 95% of people currently own a cell phone, out of which more than 70% are smartphone users.

Users expect the best possible accessibility and functionality no matter what platform they're on. Let’s understand how Drupal solves the challenges inherent to this evolving model of content consumption with the concept of Create Once Publish Everywhere.

Understanding the Approach

COPE is a content management technique allowing content creators to add content in one place and repurpose it multiple times for different mediums.

It is important for enterprises to manipulate their content strategy as customers engage with the content they’re interested in across different touch points as per their needs.

So it’s beneficial to consider COPE approach while developing a web application. This revolutionary concept allows a considerable amount of work to be done in minimal time, effort and resources.

 

Marketers need to strategize for publishing content to this huge list of channels by treating content more like data. It’s no use conceptualizing content in the form of html pages, as this doesn’t apply to all forms of content available today. For example, through a smart speaker, you can book airline tickets, book a cab or pay your bills easily. The interaction with this conversational UI cannot be displayed through an html page as it has no visual display or screen.

It is important to understand that a smart speaker and a website do not understand and respond to the content in the same way.

Streamlining their ability in reaching out to their customers on their preferred device will allow enterprises to better scale their marketing efforts. Instead of html, enterprises need to transition towards structured content model by organizing digital content into independent fields so as to incorporate COPE across numerous channels.

On the other hand, the structured content approach could complicate an organization's digital strategy. This can lead to over dependence on Drupal as the platform for content distribution.

Drupal’s Solution to COPE

Drupal can provide a solution for your enterprise for content distribution to multiple channels by powering every instance of your digital system by adopting an API-first architecture.

Through API-first technique, the central web service would interact with a variety of applications to exchange data over a network. Drupal allows the API-first approach while decoupling the front end and using another cutting edge technology for the presentation.

Enterprises may implement a decoupled strategy to leverage Drupal as a service layer to drive complex digital ecosystems, or to provide front end teams with popular JavaScript framework capabilities or to use Drupal to power data to multiple touchpoints.

Drupal can provide the right solution to every problem, and an API-first approach could work when it is necessary to utilize technologies outside of the Drupal context.

Drupal gives the ability to make COPE a reality by providing the following:

  • Fields - to present different information such as image, video, product, text, select list, etc on the website
  • Content types - to make data more atomic for reuse
  • Views - to create lists of content curated by content type
  • Entity reference - to dynamically pull content from one page into another
  • View modes - to present the information in different formats on different pages
  • Services - to make information available to apps and feeds

API-first or decoupled architecture is considered among the most popular solution to create flawless digital experiences. The approach gives developers the flexibility to innovate as well as ensure future-proof builds that don’t require re-creating the entire feature.

Big names like Netflix have benefited from the decoupled approach in publishing content to every device which a user uses.

Drupal’s Distribution : Contenta

It’s often a challenge for non-drupalers to go for decoupled Drupal and enjoy the benefits of COPE as programming with decoupled Drupal is only for Drupal developers.

But, now the Drupal community has come up with a way to make it easier for them to leverage the power of decoupled drupal hassle free with Contenta.

Contenta is a stable API-first Drupal distribution adapted to make lives of non-Drupalers simpler and help them leverage Drupal 8’s outstanding capability for building decoupled application. With the help of built-in kits assembled with needed tools and configuration and demos, it can help to create cutting-edge apps in almost no time. After all decoupled Drupal should benefit everyone to its full potential.

https://www.youtube.com/watch?v=-KiMgk4wx2c

Keeping in mind the expertise in the subject, Contenta is simple and easy to use along with easy to understand documentation to refer for help and is fully-equipped to build an entire decoupled application without any external help or dependency on a front-end technology.

You can take up any front-end technology to go for with Contenta. So if you’re a front-end developer and are in search of a powerful back-end CMS for that impressive app that you’re planning to develop, you’ll just need to install Contenta and see for the out-of-the-box collection of your preferred front-end powered app examples that Contenta delivers by default.

Srijan teams can help you empower your marketing ability to reach out to enlarged list of customers and leverage Contenta to build decoupled applications for your enterprise. Reach out to us with your requirements and let our experts work on your needs.

Topics: Drupal, Planet Drupal

Integrating Marketing Automation With Drupal Can Drive Faster Response Time To Customers

Posted by Urvashi Melwani on Oct 25, 2019 2:16:24 PM

In this digitally altered scenario, where every millisecond is crucial for the marketing industry to deliver customer responsiveness and enhance productivity, enterprises should start leveraging the marketing automation system earnestly & in a full-fledged manner to take their game to the next level.

 

The digital integration of marketing automation tools will create a huge difference in the upcoming times for marketing communication

After all, marketing automation is an efficient marketing strategy that draws together your different content with demographic information of your customers, to help you convert these potential leads at the most feasible time. 

The digital integration of marketing automation tools will create a huge difference in the upcoming times for marketing communication. As a result, these software tools and technologies will make it easier to incorporate seamlessly with a Drupal-based website through custom modules.

Now, let’s take a deep look at this blog which provides insights on marketing automation, it’s benefits, and available Drupal modules to make the work of marketing teams easier manifolds-

Know What Is Marketing Automation

Marketing automation facilitates organizations to consolidate, streamline, and automate tasks with the help of modules and tools that were earlier bulky, repetitive, and consumed a large chunk of time, such as emails, social media, analyzing the audience, and pushing them the right content at the right time.

 

Marketing teams can view a centralized dashboard and also tweak their strategies to enhance the overall ROI of the organization

Marketing teams can view a centralized dashboard and also tweak their strategies to enhance the overall ROI of the organization

This way, marketing teams can view a centralized dashboard and also tweak their strategies to enhance the overall ROI of the organization. These time and cost-saving effects keep increasing along with the growth of organizations in size and complexity.

Benefits of Marketing Automation


Various elements being pointed out by element in the centreThe benefits of implementing marketing automation tools are manifold for overall business as well as for marketing teams as well. Below is the list of benefits of marketing automation-

1. Reduce your staffing costs

Marketing automation tools let your team set up lead nurturing and marketing campaigns that can be automatically triggered based on certain defined criteria.

Within the few months of the setup of automated campaigns, your business can easily send thousands of personalized emails each day on autopilot.

2. Grow revenue

Once your company starts automating your cross-sells, up-sells, and customer follow-ups, you can observe an increase in your customer lifetime value. And when combined with better lead management and prioritization, it will possibly increase your sales activity too to boost your ROI.

3. Improves accountability of sales and marketing teams

Marketing automation ensures that the obstacles are identified well on-time with its tangible processes, and aerial view reporting of the company’s projects.

In case, the marketing team is unable to convert the identified leads into “sales-qualified leads”, it will get instant and impartial feedback for improving their nurturing campaigns.

This feedback mechanism not only reduces heated arguments but also lets staff members take the onus of their part and hence perform it more diligently.

4. Less repetition and more focus on creativity

 

When manual work is replaced with automated rules and campaigns, enterprises naturally free up their team members’ time to emphasize more creative tasks

When manual work is replaced with automated rules and campaigns, enterprises naturally free up their team members’ time to emphasize more creative tasks.

This clearly improves team members’ productivity & efficiency and simultaneously bestows them with the joy of enjoying creative work every day instead of performing mundane repetitive tasks. 

5. Refine your marketing processes

Enticing customers in this digital era is no more a cakewalk. If you want to engage customers with your services, then visualize their entire journey and work around making such worthy marketing strategies to gradually refine your leads targeting and nurturing process.

This whole journey will indicate to you about the leads that are falling off during the nurturing process, and hence, make refinements to those areas accordingly.

6. Target potential customers across various channels

 

Marketing automation lets enterprises reach customers in a personalized way across different online and offline channels

Personalization has become a newfangled solution now to show customers that companies do take their interests in likes/ dislikes. Marketing automation lets enterprises reach customers in a personalized way across different online and offline channels.

The services these tools offer range from multi-channel targeting, email, social, phone calls to text messages, and postcard targeting.

7. Schedule posts and campaigns ahead of time

Marketing automation tools give an edge to companies where they can easily schedule the different posts for different segments of their audience, based on the evaluation and insights gained on audience type.

Marketing teams can add variations in the content to send it to different sections of their audience, making it more personalized as per customers’ needs and interests.

8. Get reality check- what’s fruitful and what’s not

 

Marketing automation tools can help you figure out the campaigns that worked and for what segment of customers as per the data obtained through CRM

Marketing automation tools can help you figure out the campaigns that worked and for what segment of customers as per the data obtained through CRM. This level of detail enables you to create in-depth statistics reports, and hence, emphasize weak links for better results.

Implement Marketing Automation With These Drupal Modules


8 written inside Drupal logoHere is a complete list of the best Drupal marketing automation modules that you can incorporate in your website to reap its benefits-

1. Marketo MA

The Marketo MA module can help you incorporate the tracking capabilities of Marketo along with the ability to collect lead data during user registration and form submission.

Features include-

  1. Adds Munchkin tracking code to your webpages
  2. Collect lead data using Marketo’s Munchkin Javascript or API integrations.
  3. Ability to determine which user actions trigger lead capture
  4. Stipulate how user profile fields should align with Marketo fields

2. Marketo

Marketo is one of the prominent marketing automation modules in Drupal that offers consolidation of various Drupal components and the Marketo email marketing system.

It provides a framework by which Munchkin javascript can be embedded into your pages and an API as well for linking the tracking cookie and lead information. 

3. Eloqua

Eloqua is an automated marketing tool that streamlines all your stem-to-stern sales processes like, demand generation, revenue performance management, etc. 

It further boosts the sales processes by capturing a substantial amount of quality data of your customers’ sales leads and re-post the form submissions to the platform, provided you have an Eloqua subscription, to begin with.

4. Pardot

Well-known for its marketing and customer-relationship management tool, Pardot uses Pardot Analytics to collect details of your potential and current customers. For example, it can track whether a potential client was involved or discouraged by a particular price. Enterprises can also upload links and files to analyze if these particular sites are accessed or not, and so can create a list of links accordingly which customers can use to find other products that might interest them. 

Pardot offers a top-notch path based tracking system which can be leveraged throughout a Drupal-powered website.

Learn more about Pardot’s feature from here-

 

5. HubSpot

The HubSpot module integrates with HubSpot API and Webform to submit Webforms directly to HubSpot’s lead management system. HubSpot’s JavaScript tracking code can be directly embedded into your Drupal website.

HubSpot mentioned in a boxFor example, a Webform based contact form on the website can submit its data to HubSpot, where marketing teams may already track potential clients and contacts; or Webform-based e-newsletter signup could transmit the lead to HubSpot’s targeted marketing system, allowing you to use your formerly existing email campaigns.

6. Poptin

With Poptin, you can create amazing popups, options, and forms in no time. 

Poptin popup plugin tracks the behavior of website visitors and accordingly shows them the right content at the right time.

This, as a result, increases leads, gets customers to subscribe to a newsletter, increases their engagement and retains visitors that are just about to leave website using exit intent technology and many other triggers.

7. Mailchimp

This module provides collaboration with MailChimp, a well-known email delivery service. The module provides the following features-

  1. Allows website users or visitors to choose the email lists which they want to be in and out
  2. Lets marketing teams generate and send MailChimp email campaigns from the site
  3. Marketing team and users both can view a history of emails they have been sent from Mailchimp
  4. Ensures that the email delivery service is efficient, simple and precise


8. Personalize

Personalize module comes with an array of extendable plug-ins and APIs to tweak Drupal content for giving it a personalized touch. Two fundamentals of this module are-

  1. Personalizing content should be easy for anonymous users as it is for authenticated users
  2. Personalization should continue to work even when the pages are fully cached (including in varnish and CDNs).

9. Loopfuse Integration

No matter whether you are running SMBs or MNCs, you can integrate this module on your Drupal website with LoopFuse Oneview to automate marketing processes. It facilitates enterprises to automate web activity tracking, lead qualification and lead scoring activities. 

Know more about marketing automation from here:

 

10. Silver Pop Engage

Silver Pop Engage module caters to the sophisticated marketing automation product capabilities by integrating its Web Tracking API and XML API to allow tracking a user through various flows and levels of processes.

An anonymous user is allocated a distinctive cookie value as a result of which whenever they trigger any custom events, it gets stored in Silverpop’s Engage database. 

With the Engage Marketing Automation product, you can:

  1. Elevate the number of leads entering your pipeline and nurturing them until they are sales-ready
  2. Easily create multi-track drip campaigns driven by leads’ behavior
  3. Implement relevant communications and follow-ups constantly to keep your potential customers occupied
  4. Use several scoring models to score as per specified behavior and demographics.
  5. Establish a substantial marketing ROI by measuring the influence of campaigns.

11. Wildfire Email Marketing Platform

Wildfire is an email marketing system that incorporates completely into your website to allow the marketing team to send intuitive bulk emails to the subscribers in just a handful of clicks.

Any normal Drupal content can be put straight into an email hassle-free. The module also offers mail templates, list management, content management, and job tracking tools that are present in your Drupal website.

The marketing team has to just choose the stories that they want to include in their mail and rest WildFire takes care of. However, the prerequisite to use this module is to have an account with Wildfire HQ to perform a mail-out.

12. Automatr Marketing Automation

This is currently the only marketing automation tool and the first one as well that is specifically built for Drupal and other open-source platforms. It installs the basic integration code for Automatr on your Drupal website.

Below are the features it offers-

  1. Employs cookie and IP information to track every visitor on the website. It registers each page visit and download
  2. Keep a record of form submissions and tie them to the respective visitors so that you can analyze their actions.
  3. Showcases consolidated visitor history. 
  4. Powerful reporting
  5. Deploys SendGrid (highly efficient email distribution cloud) on the back end. And it is included in the cost.

13. Salesforce suite

This suite of modules supports integration with Salesforce by aligning Drupal entities such as users, nodes, files, with Salesforce objects such as contacts, organizations, and opportunities to perform more actions other than simply pushing or pulling information from Drupal to Salesforce or another way round.

Changes can also be made in real-time or independently during the scheduled runs.

Conclusion

To sum it up, marketing automation amalgamated with Drupal is the way ahead for businesses to design and deliver excellent experiences. It will facilitate enterprises in evaluating the levels of engagement which their site provides to the potential and existing customers. 

As consumers become more demanding and data growth breaks out, progressive companies will look forward to emerging technologies to lead in an era of intelligent and automated customer experience. 

However, the success of such content management and marketing automation solutions will depend on the ease of adoption and its ability to scale across millions of customers/ across locations while ensuring that errors and bugs are being fixed on a timely basis.

Topics: Drupal, Personalization, MarTech, User Experience and User Interface

Delivering CaaS with Acquia Content Cloud

Posted by Nilanjana on Oct 22, 2019 3:29:00 PM

The website is no longer the sole arena of your brand’s digital experiences. We’ve transcended that and now a customer’s interaction with your brand is fragmented across multiple different channels - from the tiny smartwatch on their wrist to giant digital displays, from their mobile application to their in-flight screens. So your content needs to be on all these channels as well. 

But short of hiring numerous content writers and editors to write and reformat content for all these different channels, how do you play this game? The answer is Content as a Service.

Drupal has already proved its mettle when it comes to managing a huge volume of content at the backend. And now Drupal is channeling it’s decoupled capabilities to deliver a streamlined platform for CaaS - the Acquia Content Cloud.

What is Acquia Content Cloud


Acquia Content Cloud is a platform that allows content creators to write, edit, and review content independent of the channel where it will be published. The content created here can be pushed to multiple different channels simultaneously or at different times, and will be automatically formatted to best fit the channel. 

In essence, Acquia Content Cloud enables headless content creation and management for delivering multichannel digital experiences.

Though built on Drupal 8.7, the Content Cloud is a CaaS solution that can be used irrespective of whether you website and other display applications run on Drupal. You also do not have to worry about setting up Drupal (or upgrading to a new version of Drupal) to be able to fully leverage Acquia Content Cloud. Because it’s being made available as a software, you will have everything you need enabled out of the box.

Why use Acquia Content Cloud?


The whole challenge with delivering a multichannel digital experience is the fact that different channels have different ways of consuming and displaying content. And that can lead to some significant challenges:

Tedious Content Reformatting


Publishing content on different channels means copying and pasting the same content into the editing platforms for each of these channels. 

Let’s say you are a news outlet publishing a particular article. Your content team will upload it on the website with a headline, byline, images, text etc, on the CMS. TO send out the same news in an email newsletter, your team will have to go into your emailing platform and enter the headline and maybe some text, depending upon the design and structure of your email. To showcase the same image on the large digital displays you have in the office lobby, the team has to log into a different interface, reenter the content, maybe the headline, the byline and the image this time. 

All of this is just your team repeating the same bunch of things in different display system backends. Time they could have spent is getting more stories out. This repetition also creates room for more errors and confusion at the last updated versions, and even more work when there are real-time developments in a story.

Difficult Authoring Interfaces


While your CMS maybe editor-friendly (it likely is, if it’s on Drupal) but not all your display channels are easy to use at the backend. The more complex they are, the more time you content team spends on publishing content on them. The lack of efficiency can quickly get in the way of effective and impactful digital experience.

Content Silos


When you are reformatting content and separately publishing on each platform, your content begins to exist in silos. There is no one single place where you can view all content, or check on exactly which display channels a particular content piece has been published on. You can also not track revisions, or know if a particular content has been updates on all the display channels it was published on.

Basically, what you have is a whole lot of confusion and very limited visibility into your content.

The Acquia Content Cloud eliminates these problems by being a centralized platform for content creation and editing, which can then push it out to different channels. Here, you can enter all your content into a well structured template, where it can be stored, managed, approved and revised. Different channels can consume this content via APIs, and display it as needed, with no need for reformatting. 

How does the Acquia Content Cloud work?


With Acquia Content Cloud, the content team can create each content piece to include complete information and different media formats without worrying about how it would look when displayed on a particular channel. 

The solution is designed on the concept of flexible or atomic content. The platform breaks down any content piece into different smaller parts, with each being entered in a different field. 

For example, you have your headline, by line, summary, rich media, and body text entered into different fields. All of these are now reusable components that can be picked up on the basis of which display channel we want to push the content to. 

So for the website, all the components of the content piece get pushed out. For the digital banner, only the headline, byline, and image component get pulled for display. All other channels similarly pull in the component they require to most effectively display that piece of content. 

The general content publishing workflow on the Acquia Content Cloud platform goes something like this:


  • The content writer starts with creating a project. Choosing the type of content they are creating - blog/promotional/case study etc, and choosing the different channels where they want the content to be displayed
  • Next, they create a complete content piece by filling out the different fields, including rich media like videos, gifs, animations and more
  • They can schedule a publish time, to the piece to be available on all channels simultaneously
  • The platform send review notification to the editor, who can review the content, make changes, or trigger a revision workflow if needed
  • All changes happen on the base version of the content, making it easier to track changes and keep all channel updated
  • Once okayed, the content is pulled to different applications via APIs. Multiple API formats like GraphQL, JSON etc are supported
  • Once published, content writers and editors can also go in to make display changes to any channel if needed

And that’s it. That all your content team has to do to ensure content is displayed well across multiple channels. You create your content once and publish everywhere. You content team is free to do actual content creation, rather than copy-paste to different channels. And your marketing team can rest assured that every brand interaction, on every channel, in optimized, updated, and immediate. 

Acquia Content Cloud is currently available for private beta testing and you can sign up for it to test it out yourself. 

Meanwhile, if you are looking to decoupled Drupal solutions to enable advanced digital experiences at your enterprise, Srijan’s experts Drupal teams can help. We are also Acquia implementation partners, helping brands leverage Acquia’s suite to personalization, customer journey orchestration, digital asset management and cloud hosting offerings. 


Tell a bit about your project and let's explore how our Drupal experts can help.

Topics: Drupal, Planet Drupal, Omnichannel, Acquia

Essential Drupal SEO Modules to Boost Traffic On Your Website

Posted by Urvashi Melwani on Sep 27, 2019 12:00:00 AM

Search Engine Optimization (SEO) is the chief ingredient in preparing the recipe of top ranking on Google. SEO assist websites in acquiring traffic from organic, natural, or editorial search engine results. There are several other factors also that affects the ranking of the website, such as quality of content, site loading time, backlinks, and responsive designs.

Further, Drupal being a robust and highly customizable website content management system is considered as the most SEO friendly platform. Its unconventional architecture encourages site-builders to implement ethical SEO practices in their workflows, just to name a few, from  correct tagging of content,  and SEO-friendly naming conventions, to make your site search-engine friendly and user-friendly. 

Thus, with targeted content, properly coded website and theme, and installation of SEO modules can help organizations to make a success story seamlessly.

Integrate These Drupal SEO Modules For Better Visibility & Ranking

Text written horizontally and vertically inside box
Following is a Drupal SEO-friendly modules checklist that you can get ahold of to highlight your site-

1. Pathauto
One of the most essential modules of Drupal is the Patghauto. It saves your valuable time, which you devote to create the path/URL aliases. It does so by automatically creating URL /path aliases for the contents (nodes, taxonomy, terms, users) based on configurable patterns.

For instance, we configure our blog entry as blog-entry/[node:title]. And this blog post is published with the title, “Embracing Drupal SEO modules”, Pathauto will instantly generate an SEO friendly URL as “Blog/Embracing-Drupal-SEO-Modules” instead of “node/92”. 

2. SEO Checklist
If you are aware of the SEO basics and manage multiple websites at a time, then this module is perfectly suitable for you. With SEO Checklist, you can keep your SEO practices in check. 

It eliminates guesswork by creating a functional to-do list of modules and tasks that remain pending. The regular updates of this module make on-page search engine friendly without any hassle.

 

Two boxes interconnected with each otherSource: Drupal.org

It makes work simpler by breaking down the tasks into functional needs like Title Tags, Paths, Content, and much more. Next to each task is a link mentioned to download the module and a link to the proper admin screen of your website so that you can optimize the settings perfectly. It also places a date and time stamp next to each item when a task has been finished. This, in turn, provides a simple report that you can share with others showing what’s been done.

3. Metatag

This module allows you to automatically provide structured metadata, i.e., “meta tags”, about a website. In context with SEO, when people refer to meta tags, they usually mean referring to the meta description tag and the meta keywords tag that may help enhance the visibility and rankings on the search engine results.

4. XML Sitemap

Drupal XML sitemap module once installed will provide your website a sitemap itself and make it searchable by search engines. This, as a result, will help search engines in understanding the hierarchy of your website and accordingly crawl in a tree sort of manner.

The best part of having this module is the flexibility to include or exclude certain pages from the sitemap of your website. This means that you don’t need to get those pages indexed which you are not using anymore.

5. Google Analytics

The Google Analytics Module helps in tracing the footprints and general behavior of users concerning their interaction with the landing pages and the content present on the website. Not only this, but it also provides insights into your visitors including demographics, where they found you online, what keywords they used to find you and a lot more.

Further, it also eliminates the tracking of in-house employees who might be visiting the website very often and could be counted as visitors and unique sessions. 

6. Real-time SEO For Drupal

The real-time SEO module for Drupal relieves you from the tedious task of optimizing content by including keywords in a fast & natural way.

It works best in combination with the Metatag module. How?

It checks whether your posts are long enough to secure a place in SERPs, the meta tag is included with the high-ranking keyword present in it if there are subheadings in the post or not, etc.

This evaluation makes sure that you don’t miss out on a single opportunity even to increase organic traffic and hence improve your ranking.

7. Search 404

The search 404 module rescues your website by controlling the bounce rate, which search engines use as a criterion to rank websites’ quality. Whenever users come across some pages showing 404, this module automatically redirects them to the internal site search with the related term in the URL.

Besides, it helps you in retaining visitors coming in from old URLs linked from other sites or search indices.

8. Alinks

Alinks module automatically replaces keywords with links in the content body with a list of links. You can set the content type on which this should work by simply setting up the phrases and links through the administration interface. And from here onwards, the module will take over and replace the keyword phrases in the body field with links to the pages to specify.

9. SEO Compliance Checker

The SEO Compliance Checker analyzes the node content on search engine optimization whenever it is created or modified. Whenever a publisher saves or previews a node, the module performs audits and gives the user feedback on the compliance of the rules in the form of a result table to the editor. 

This can help SEO beginners immensely as they will get to know about the areas where they need to optimize content more accurately.

This comprises of scanning of alt tags in the image, usage of keywords in the node titles, keyword density on the body, etc. 

10. Schema.org Metatag

It maintains structured data and tags so that you can add them to your HTML to improve the way search engines read and represent your pages on SERPs.

11. Taxonomy Title

Taxonomy title modules let you edit the heading tag (H1) of the taxonomy page. The importance of H1 tag can’t be neglected and overlooked for it forms a crucial element in SEO and helps in achieving rank on the top page of SERPs. 

People interested in SEO may prefer to add more user-friendly, keyword-rich, and descriptive words to this heading element.

This is the only module that lets you control that title individually for every term. 

12. Menu Breadcrumbs

As per its name, it appends a breadcrumb menu line to the top of the website. It also provides substantial benefits for both users and search engines. Well, first it lets the user know where he is in the navigation hierarchy, and secondly, there is an anchor text in the breadcrumb, which internally links it to the appropriate URL.

13. Power Tagging

The PowerTagging module evaluates content from Drupal nodes and the associated file attachments. It interprets content and concepts automatically through thesaurus or taxonomy even if synonyms are used. Users can consolidate all suggested tags or index the bunch of Drupal content nodes automatically, leading to the formation of a semantic index. This practice makes search comfy than ever before.

Features-

  • Customizable entity’ tags with manual tags combined with an auto-completion of tags already used.
  • Multilingual tagging is supported
  • All content can be tagged automatically in one go with Bulk-tagging

 

Learn How To Use Taxonomy to Tag Content in 9 Steps

 

14. Similar By Terms
Similar by terms module tends to provide a framework for content items by showcasing a view block with links to other analogous content. The similarity is based on the taxonomy terms assigned to content. Views are available based on similarity within each of the defined vocabularies for a site as well as similarity within all vocabularies.

15. Footnotes
Footnotes module can be utilized for creating automatically tallied footnote references into an article or post, for instance, to add a reference to a URL.

16. Require on Publish
This module comes handy when fields to be required the only option is to be filled at the time of publishing content or if it is already live. This can be used when you have fields available such as tags or SEO information on your content that editors generally don’t need to fill up until the content is going live.

17. Auto Recommend Content Tags (Thru Apache Stanbol)
This module uses Apache Stanbol via a web socket to recommend real-time tags, or even find keywords while the editor is writing, editing, or creating a new piece of content.

18. Drupal SEO Tools

This is an all-inclusive SEO suite. This module offers a dashboard which encapsulates a plethora of SEO functions for the sites, from keywords, titles, tags, paths, redirects, sitemaps to Google analytics, webmaster tool, etc.

However, it has some prerequisites that must be met to make full use of the suite. 

19. Redirect

Redirect module lets you rechannel an existing URL to another one. Additionally, it keeps the two links on your website without delivering a 404 not found error. It also works wonder in case you want to handle duplicate content.

 

Watch this video further to understand more about Drupal 8 SEO-



20. Global Redirect

The problem with the alias system in Drupal is that the default URL is still present, i.e., there are still 2 URLs pointing to the same content on your website. The search engine bot can identify the duplicate content easily, and so it can put an impact on your website ranking.

Global Redirect module cures this problem by checking if there is an alias for the existing URL and if it is, then it redirects to the alias URL.

Besides, it exhibits other features like removing the trailing slash in the URL, cross-checking that clean URLs are being implemented correctly and checking permission and access to nodes, URLs.

21.Content Optimizer
Content optimizer module improves your website’s search engine ranking by refining the on-page optimization factors and ensuring that your content meets all the requisites listed under Drupal SEO best practices. It instantly audits your website content through SEO analyzer and guides as per the content stats obtained to improve search engine rankings.

22. Site Verification
Search engines rank your website when they are able to properly navigate through your website and also index it. Now, to know if your site is crawlable you need to verify it. This site verification module helps in the same by either uploading an HTML file or adding meta tags. It supports search engines like Google, Yahoo, & Bing. 

You can use this in combination with XML sitemap to let search engines index your up-to-date website content appropriately.

23. Links Checker
Broken things are considered unlucky and so as is the case with broken links for your website ranking. Broken links put a bad impression on search engines. Hence, Links Checker module can help specify the failed results which you can rectify easily.

24. Menu Attributes
The Menu attributes module facilitates the admin to point out specific attributes comprising of id, name, class, styles and rel.

This module is helpful in your SEO strategy especially when you want to “nofollow” certain menu items to mold the flow of PageRank through your site.

Are You The One Who Is Offending Search Engines? --- Follow These 5 Tips To Avoid Common SEO Mistakes

“To err is human, to forgive is divine”- Alexander Pope

After all, we, being humans, can also flub in achieving our goals. However, if not rectified on time, can result in heavy loss. And here by heavy loss means, your site won’t show up on top pages of the search engine results.

Notebook, phone and glasses kept near a man

Perhaps, you can prevent it from happening by following these 5 simple tips and tricks-

1. Include top-ranking keywords in your content

The primary task to be SEO-friendly is to focus on the keyword strategy for your website. Use various keyword tools, like Google Keyword Planner or SEMrush to find out the high ranking keywords that you can use in your website content ( landing pages, blogs, and other information pages) to secure top rank on the search results of the search engine.

2. Ensure that your URLs are search-engine friendly

Another important factor in our SEO checklist is to URL structure. Yes, it does matter! Search engines like Google, Bing put a lot of stress on the use of user-friendly URLs. Such clean URLs make the content more readable and also give a clear picture of what the page is about. Example of an unambiguous URL for a service page of a site would be something like this-www.example.com/services.

As discussed above, the Pathauto module is an excellent Drupal module which makes this process a whole lot easier by converting complicated URLs to clean and clear URLs.

3. Don’t underestimate the power of metatag

Metatags are those micro-sized text pieces that you (should) place in the header part of your website to make search engines aware of what the web page is about. 

In case you don’t include metatags in your content, the search engines are forced to guess what the page contains and trust us, this could seriously piss off search engines, and eventually, your SEO ranking will suffer!

Fortunately, you don’t need to indulge yourself into the code of your Drupal site’s web pages to implement meta tags since Drupal already has a solution (module) for it- Metatag module

With the metatag module, you can automate the process of placing meta tags and HTML title tags in the header of your webpage.

4. Indulge Users With Your Mobile-friendly Website

The changing technology scenario has brought everyone together with the advent of mobile phones, especially millennials, who use their smartphones to access the internet for every small detail.

Having said that, Google now prefers those websites who offer users mobile-friendly interface. Therefore, it’s high time that companies optimize their Drupal website well to adapt to the screen size of different devices. Enterprises can use content-as-a-service (CaaS) to push their content via APIs on their Drupal website. CaaS automatically adjusts the size and format of the content, increasing the feel of the content.

That’s why Drupal 8 is considered as an out-of-the-box solution for driving the SEO compatibility of the website effortlessly.

5. Keep Drupal updated

Drupal, being open-source software, and managed by a huge community of developers is regularly updated to incorporate new features and fix bugs and errors to keep potential security risks at a dead end. 

This has two benefits, one- your website will be safe from any cyber-attacks and second, search engines list those sites on top which keep vulnerabilities at bay. 

Hence, keeping your website updated is an important factor in your Drupal SEO journey. Make sure that you keep on updating your Drupal site as soon as an update is rolled out to keep website ranking high on SERPs.

Final Words

Confining yourself to just creating a website and pushing content on it is never enough to get your website on the top search results of search engine pages especially when there is a slew of websites present on the world wide web.

Search engine optimization for Drupal is a homogeneous practice that evolves as you keep investing time on it. The more you practice, the more is the visibility! Integrate these modules onto your website and also follow the mentioned Drupal SEO guide religiously to witness a significant boost on your website’s ranking on search engines. After all, it’s worth a try!

Topics: Drupal, Planet Drupal, MarTech

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