Umbraco, an open-source .NET content management system (CMS) provider, has announced the general availability of Umbraco Engage, an add-on for the Umbraco CMS. This tool provides organisations with analytics showing how visitors interact with web content, enabling marketers to apply 360° profiling, implement A/B content variant testing, personalise digital experiences, and optimise content to boost conversion rates.

Umbraco Engage is designed to help businesses create dynamic digital content that is continuously informed by online interactions and adapted to meet ongoing requirements. A study by McKinsey & Company found that 76% of consumers were more likely to purchase from brands that personalise interactions, and 78% were more likely to refer friends and family to these brands. The same study found that personalisation can reduce customer acquisition costs by up to 50%, lift revenues from 5% to 15%, and increase marketing ROI by 10% to 30%.

Umbraco CEO, Mats Persson, said, "Engage provides businesses with intuitive tools, all within their familiar CMS platform, and we’re thrilled to now offer this powerful set of content optimisation tools as a first-party solution. This launch brings immediate value for our partners and end-clients, empowering them to meet the growing demand for tailored digital experiences. Personalisation and content optimisation, that work in practice, are now essential for driving conversion rates and ROI - a trend we’re excited to support with Umbraco Engage."

Umbraco recently acquired uMarketingSuite, a tool suite developed over the past seven years for content personalisation. Existing uMarketingSuite customers will continue to benefit from the A/B testing, 360° profiling, analytics, and content personalisation included in the product.

Rune Strand, Umbraco Product Communications Manager, said, "As soon as Engage is installed on existing or new sites, marketing teams can instantly see how well web content is performing. Pageview analytics and statistics are all at their fingertips within the Umbraco CMS interface. Being able to see heat maps that show precisely how users interact with your site can be game-changing for identifying which content is working well and which needs to be retired, refreshed, or personalised."

Umbraco Engage works out-of-the-box with other Umbraco add-ons, such as Umbraco Forms and Umbraco Commerce. Umbraco Engage is available now. Umbraco digital agency partners can access discounts, exclusive webinars, and free demo licences in line with their partnership agreements.

Leon de Wildt, Umbraco Engage Commercial Product Manager, said, "People who create web content should be able to see how well it performs and make necessary tweaks, all within the CMS. Umbraco Engage is designed to help organisations tailor digital experiences in response to their own interaction data. Using the in-app reports, marketing teams can make changes that measurably improve engagement. Businesses can use Umbraco Engage to continuously improve the digital experience and boost conversion rates, whether that means more people filling out a form, buying a product, engaging with content or signing up for a webinar."