Here's how you can tell if your website is intelligent or not

Another month and more headlines that are frankly disturbing. However, on the plus side,  we are finally heading into the light. Well, at least brighter evenings. So, while I miss my hour of sleep, I am very grateful for the long stretch in the evenings, which will only get longer now.

• Signs your website is intelligent 🧠
• The 10 essentials you need to design your customer journey map 🗺️
• The European Accessibility Act (EAA) will change lives. Are you ready? 🇪🇺
• Oh what a night 🥳
• Are your CTAs working hard enough? 🧐
• We just don’t understand each other 👥

I hope you enjoy our content,

Signs your website is intelligent 🧠

Is human intelligence at risk? Artificial is now the word most associated with intelligence, which I find not just a little worrying, to be honest. Fortunately, I am not alone. It’s a conversation happening everywhere as we collectively figure out what is undoubtedly a complex relationship between humans and this incredibly powerful, continuously evolving technology.

As we figure it out, I think it is the perfect time to take ownership and see how best to work with rather than against these technologies. One perspective we often hear is to see AI and other tech as tools. So let’s look at how these tools can reshape a website, which is a tool itself but one that, in many cases, is no longer fit for purpose.

In the early days of website design, the focus was on the novelty and the convenience of having so much information at your fingertips.

That no longer impresses anyone or is of any value to brands.

How can we use technology to deliver an "intelligent" website

1.  To make it personal and made for each user

Are we more obsessed with ourselves than previous generations? Who knows, but we know that customers want to see what resonates with them. And we can now use AI and machine learning to offer content most applicable to each visitor based on user behaviour, preferences, and past interactions.

The other advantage is that it also enables brands to constantly change and update their sites with new product/service recommendations. “The shoes I saw last week didn’t interest me, but the latest ones…. Yep, I could see them on me.”

2.  To offer 24/7 customer service

At first, I was reluctant to deal with a chatbot, partly because I didn’t always trust them. I now actively seek one out. They really have come a long way, and apart from the convenience, the anonymity affords the added benefit of not having to look foolish if my question is a bit basic.

The same is true for voice and text-based AI assistants. It's just one more potential barrier removed.

3. To enable better decision making

Again, in the early days of website design, we focused on individual preferences, personal behaviour, and bias. Not to say that was always wrong, but today you don’t have to. Brands can use analytics, heatmaps, and A/B testing to understand how visitors behave on their site, identify any blockers and test solutions to resolve and remove them.

4. To make it faster

We live in an age of instant gratification. And if your digital journey is not as smooth and efficient as possible, you are at risk. Use technology to automate responses, schedule appointments, and streamline the checkout processes.

As part of our recent work with Waterways Ireland, we spent a lot of time reimagining the many forms on the site- craft registrations, docking booking and so forth. One of our goals was to design and build forms that were more straightforward and accessible and, thereby, hopefully, increase the number of completions.

5. To make it accessible

Apart from being the law, it is also just good business. And while the role of a human cannot be understated in ensuring a good and compliant accessible CX, there are AI-driven accessibility features like real-time text-to-speech, voice commands, and adaptive UI adjustments, that can augment the digital journey.

6. For better search functionality

Look, we all can feel frustrated when the search results miss the mark. AI can definitely help solve this to improve the accuracy and relevance of search results. We’re working with clients to implement this enhancement across multiple sites.

As voice search rises in popularity, brands must consider how best to improve voice search functionality, and natural language processing (NLP) can facilitate this. How? Check out this blog:

🔗 https://martechedge.com/interview/the-rise-of-voice-search-ai-nlp-and-seo-strategies-for-brands

7. To reduce security risks

Yes, AI can be part of the problem, but it can also be part of the solution. There are many use cases, from boosting the spam filtering capabilities of email and messaging applications to helping unearth hidden links contained in QR codes and PDF files. My colleague Daniel Baratu recently explored this in greater detail: Will AI create or solve security concerns?

🔗 https://allhuman.com/insights/blog/will-ai-create-or-solve-security-concerns

The 10 essentials you need to design your customer journey map 🗺️

Lately, it feels like everyone is talking about the customer journey. From omnichannel to phygital experiences, brands are under increasing pressure to make sure that consumers can easily navigate and follow the steps from research to purchase and delivery.

However, again, with so many influences and touchpoints in today’s buyer’s journey, it is essential that brands take the time to review and look for ways to improve it consistently.

So here’s a refresher on how the CJM works with a close look at how each element has a role in making the entire experience positive.

🔗 Customer journey maps: improving customer experience and driving growth

Here's an example we recently developed for a project we are working on around online shopping:

The European Accessibility Act (EAA) will change lives. Are you ready? 🇪🇺

We talk a lot about accessibility, the EAA, and the deadline, but I’m not sure that brands are ready. What we do know is that from June 28th, a significant number of companies will be legally required to have their digital products and services accessible to everyone, regardless of age or ability.

If you are still trying to figure out how or if the EAA will impact you, and missed our recent webinar, The European Accessibility Act: The Final Countdown, where we joined legal experts from Mason Hayes & Curran, don’t worry. You can now watch it on demand.

🔗 Watch the webinar

Oh what a night 🥳

On Thursday, March 27th, we joined colleagues and industry peers to celebrate digital excellence at the National Digital Awards in Dublin.

It was a cosy and intimate evening with plenty of opportunities for mingling and meeting new faces.

In addition to presenting Musgraves with Best New Website for our work with Waterways Ireland, we won

• National Website of the Year
• Large Business Website of the Year

As you can imagine, this made the night even better.

Are your CTAs working hard enough? 🧐

A CTA is a call to action. But let’s be honest, it is often the last copy written, so gets the least attention. The hope is that a customer or visitor to your site will just be convinced or volunteer to add their name to your mailing list. How active or compelling the CTA is overlooked. And that’s why Neil Patel’s blog on why they are so important is a timely reminder that while small in size, the CTA is possibly one of the most critical elements on your site or app.

Here’s just one tip he offers:

🔗 Read Neil's blog

We just don’t understand each other 👥

Consider this data from Twilio’s global 2024 State of Customer Engagement Report

• 81% of brands say they have a deep understanding of their customers; only 46% of customers agree.
• Only one in four brands ‘strongly agree’ that they possess the necessary tools to understand their customers.
• In the UK, although 85% of brands say they provide a positive customer engagement, only 58% agree.
• While 91% of brands say they’re transparent with customers around how AI uses their data, only 48% of customers agree.

Should we be worried?

🔗 Get the report