This article was originally published on eLearning Industry
If you are looking for a list of top Learning Technology solutions, you’ve come to the wrong place.
If you want to know which LMS will work best for your company, do not read this blog.
However, if you are a vendor who sells a Learning Management System (LMS), a Learning Experience Platform (LXP), a Learning Content Management System (LCMS), or any of the other names for technology solutions supporting learning, training, and development, then this is the list for you.
In 2018, Gordon Johnson and Lynne McNamee evaluated over 300 websites of vendors in this space. It’s a competitive market, so first impressions matter. Gordon and Lynne’s experience and expertise as marketers who specialize in the learning space qualify them to evaluate the websites and provide a list of the top websites.
A modern website is an evolving tool that incorporates strategy, plans, processes, and tactics. It frequently is a hub for other marketing efforts, online and off. It leverages technologies to track and measure activity by website visitors and leverages automation tools to deliver requested and/or additional resources to those who have requested additional information or content.
A website is the business card, the billboard, the TV commercial, the sales brochure, the loyalty program … a website is the central core, presentation, and data warehouse of a modern business. Because the same people visiting Learning Technologies websites are the same people visiting Apple.com, Pepsi.com, and Starbucks.com, the user experiences need to be on par with what is considered standard and representative of “quality” in other areas of life and website viewing. User expectations need to be met on learning solutions websites, same as in other industries.
In addition, especially for a B2B environment, there needs to be useful content which helps potential buyers quickly determine if your solution meets core criteria or not. The buyer’s journey, or the movement from Awareness to Consideration to Conversion/ Purchase, must be reflected in the blogs and resources developed, meeting people where they are in the process. In other words, there needs to be a range of content which speaks to and helps educate the reader. Patience is a virtue and has to be employed intentionally. Whether the well-known stats are perfectly true or not,
“57% of the purchase decision is already complete before the customer even calls the supplier.” (CEB)
“67% of the buyer’s journey is now done digitally.” (SiriusDecisions)
They do confirm that what can be learned from your digital footprint, especially your website, is critical in securing sales, which is –after all– the real point of your marketing efforts.
But first … someone has to find your website.
The judging to find the best LMS website was broken down into three main categories:
1. SEO (Search Engine Optimization) – 50%
2. Design – 30%
3. Content – 20%
Search Engine Optimization weighs heavily in our evaluation for the fundamental reason that, if you can’t find the website, the rest doesn’t matter. While SEO and rankings are dynamic, there are some objective measurements that determine which companies will be in the running for the top spots and which won’t. Note: this evaluation was not for certain keyword phrases or company names. As detailed later, this looked at some structural and reputation-based elements inherent to the sites rather than competitive results compared to others when targeting certain pieces of business.
Design: Overall Impression and Mobile
While we’re advised not to judge a book by its cover… we do. Similarly, when we visit a website, we quickly decide if it’s what we were looking for or not. Much of that decision is made based upon its appearance. In SEO, that’s measured as a “bounce rate” for someone visiting a site and then quickly leaving. While our analysis is a bit more subjective than recorded bounce rates, real-world evaluation is basically subjective. Does the site have clear navigation? Is it attractive? Does it adhere to contemporary aestheticssuch as full width design, clean fonts, side-by-side alternating graphics/text, etc.? How does it use imagery, and does it use it consistently (e.g., flat icons throughout, close-ups of people, cartoon-style drawings)? These and similar considerations guided this portion of the evaluation.
Content and Messaging
If I like the appearance of a website enough to stay on it, then does the site have anything worth saying? Does the site and its content spend more time helping answer my questions, or does it tell me what the company wants to say? Does the website offer useful, helpful, relevant content, or does it use corporate speak and technical mumbo-jumbo? Does the website drive conversions through meaningful copy and valuable resources?
For the complete listing of the top LMS Websites and many more tips and tricks for building great websites, download the ebook now.
About the Author
Lynne McNamee is the president of Lone Armadillo Marketing Agency. She has managed marketing campaigns for companies such as Avis, HP, and Bank of America, and has been the Marketing Director for service and software solutions in the Learning, Talent, and Human Capital Management fields. Lone Armadillo focuses on helping companies solve business problems leveraging digital and strategic marketing. This includes business KPIs, such as increased leads, decreased CPA and improved LVC, as well as supporting internal L&D departments to address performance gaps, improve engagement and support data reporting. She has been a HubSpot partner since 2011. She was cited by the New York Times for innovations in marketing.