From weeks to minutes: Launch campaigns fast with Visual Page Builder

Welcome everyone. I’m Mary Clare Russell, Head of Go-To-Market here at Squiz. And today we’re exploring how content editors and marketers can rapidly launch web pages with Squiz’s web visual page builder.

In today’s digital landscape, waiting weeks or months to build pages or test campaign ideas is simply not viable. We’re here to show you there’s a better way. Whether you’re a veteran marketer, a content specialist, or a developer with a mountain of tickets, this webinar will demonstrate powerful tools to overcome quick webpage deployment changes.

I’ll be your moderator, sharing insight from Squiz’s 26 years of working with service-driven organisations. Today’s presenter joining me is John Ef, Senior Product Manager for Experience Management here at Squiz. John and his team built Squiz’s DXP’s new visual page builder, which we’ll be demoing for you today.

Just a bit of housekeeping before we begin. This webinar is being recorded and you will receive a copy via email within the next day. Please submit any questions into the Q&A window located at the bottom of your screen and feel free to submit questions at any time. John will be answering the questions at the end of the session.

So in today’s demonstration, we’re going to talk about a scenario that many of us face on a regular basis: launching a campaign or a project within a tight timeframe with limited resources, and specifically how your site needs to support that.

In the last 17 years I’ve been working in consulting and digital teams, I’ve lost count of the number of times we’ve had to meet impossible deadlines or switch a campaign at a moment’s notice. And let’s face it, marketing, digital, and development teams need to be adaptable and be able to pivot at a moment’s notice, which sometimes means pulling off what can be seen as a simple but urgent change to a campaign page or a site.

Let’s be honest, your website isn’t just a channel. It’s the command centre of your entire digital ecosystem. And at Squiz, we want to be able to help marketers like Tina that we’ll speak about later in the demo hit their website goals without diverting resources from our developer friends and pulling them off more complex work.

When speaking with digital teams here at Squiz, we know that the struggle is real and there are challenges that come up time and time again. The first is building a campaign page, microsite, or website can be really complex and costly. It often needs developer help which can significantly slow down how you can get to market as well as increasing expenses and budgets.

The second is that we often don’t know what’s working. Marketing teams need to understand which content performs best, but sometimes implementing A/B testing without technical expertise is challenging. This often leads us to using third-party solutions creating inefficiencies and tech bloat.

Another really common challenge is that it’s hard to personalise web pages. Like A/B testing, personalisation often requires a developer’s assistance. Our customers need to see relevant content and teams need simple tools to segment audiences and personalise content for customers.

And finally, without a good system that brings it all together, you end up editing content in multiple places. Using multiple CMSs and third-party tools often means content editing, optimisation, and personalisation happen across different platforms if at all. This complicates work for distributed authors and makes it difficult to govern and maintain brand consistency.

Now I’m going to hand you over to John who will demonstrate how Squiz’s visual page builder addresses these challenges. Welcome John.

John Ef:
Great. Thank you. As Mary Clare mentioned, these are challenges that come up time and time again. So we built the new visual page builder to tackle each of them.

Page building can often be a complex and costly exercise that requires developers’ help. But what we’re doing with the visual page builder is reducing that developer reliance. Content editors can build pages really quickly by dragging and dropping pre-built components onto the page. Components are things like hero banners, accordions, image embeds, and calls to action.

From there, editors can add content to those components directly on the page with a really intuitive interface. Now, these components do need to be built by developers during the initial setup of the page builder, but this enables your content teams to build on-brand content independently without any ongoing day-to-day support from your development team.

Non-technical editors are also able to optimise their content with data-driven insights. We’ve built A/B testing right into the visual page builder so that content editors can run experiments comparing two versions of content to learn what works best to enhance user engagement and increase conversion rates.

We’ve also got intuitive personalisation tools directly within the editing interface. Content editors can tailor content for specific audience segments without developer support, ensuring your customers are shown the content that’s most relevant to them.

And maybe best of all, all of these tools are in one place. The visual page builder brings content creation, optimisation, and personalisation together, meaning your content editors get the tools they need to build brilliant on-brand experiences all in one place. This goes a long way to help streamline their workflow and increase speed to market.

Now let’s take a look at the specific features of the visual page builder that help combat these challenges and enable non-technical content editors to build fast without relying on developers.

As I mentioned earlier, content editors can get started fast with pre-built components. These components which are built by the development team ensure brand consistency while giving editors creative freedom. So your developers set the guardrails once, then your content teams can build on-brand pages independently without ongoing support.

We’ve also introduced inline editing where content editors can add, remove, and update content directly within a high-fidelity preview of the page. What you see as a content editor is exactly what your visitors will see. There’s no need to toggle between multiple browser windows to edit and preview content any longer.

As was mentioned on the prior slide, we have built-in A/B testing and personalisation. Content editors can create A/B tests and personalised content for different audience segments directly within the page builder. So there’s no need to switch between different tools.

You can also utilise Gen AI content tools to instantly improve page copy, adjust tone of voice, and generate variations for personalisation and A/B testing, all with preconfigured prompts set by your administrators.

We’ve improved the speed and performance of the page building experience across the board. The editing experience is highly responsive and loads previews and editing interfaces quickly. Less waiting means faster content publication and more time for other tasks.

And finally, we’ve introduced search capabilities to the resource browser. This allows content editors to quickly and easily search for images, files, and assets to add to their pages. This is an enhancement designed to boost efficiency, allowing users to build brilliant experiences fast.

Now to set the scene for the demo, let me walk you through this scenario that Mary Clare mentioned previously featuring Tina, a marketing manager who needs to launch a campaign in just two weeks.

First, Tina needs to define her goals and target audience, and she’s going to focus specifically on young business owners between 25 and 30.

Second, she develops her campaign strategy and content. She’s going to address common pain points while demonstrating how her agency helps clients save time and scale their business.

Next, she chooses her channels and conversion points, specifically TikTok for distribution and a landing page to capture leads.

Then she goes on to build and personalise the experience, tailoring the content for her TikTok audience while maintaining a default experience for visitors from other sources.

And finally, she implements testing, tracking, and optimisation methods using A/B testing and user journey mapping to maximise results.

I’m now going to jump into the demo to show you how Tina can approach steps four and five using the visual page builder without development support.