When a customer does a search on your site, can she quickly narrow down the answers or will she have to sort through hundreds of documents to find the answer she is looking for? The challenge is too much information.
Wouldn’t it be better if you could serve custom content to every individual based on their interest and need? Structured content, or thinking of your content as data, lets you do that.
How do you turn content into data? By using XML or Extensible Markup Language.
In this episode, I interview Jonathan Price about using XML, structured content and customer forms to deliver a high personalized experience to your visitors.
With examples from Zappos and Amazon, Jonathan explains:
- What is XML? And how to think of content as data.
- How to use a database and XML to create custom documents for your visitors.
- How to create more of an immediate conversation on your site through an FAQ.
- Building individual personas based on interests expressed on the web site.
This episode starts abruptly. I was asking Jonathan some questions in advance about some life science websites he had been reviewing. I was already recording. We got well into the conversation so I decided to just keep going.
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Jonathan Reeve Price is a writer and information architect. He has worked with an A to Z of big name clients and regularly teaches online classes in information architecture, content management, XML, technical and web writing. You can find him on LinkedIn.