Websites are like giant puzzles; there are many different pieces and all of them need to fit together to deliver a final product. When pieces are missing, misplaced, or misaligned, the big picture cannot accurately portray a company’s message, nor can it obtain the insights required for that company to pursue success. To further complicate matters, the way users are engaging with digital platforms is continuously evolving, and at a faster rate than ever before. For companies to take advantage of this changing behaviour, they need to ensure that their technology is capable of not only catering to the ever-changing needs of their market but also the ever-changing nature of modern technology. Another thing to note is that users are now utilising multiple channels to engage with companies – often starting on one device, and using others throughout their decision making and buying process. For example, a buyer may see an advertisement for a product they are interested in on their mobile and then research and purchase that product from a laptop. For this process to be successful, companies need to ensure that their front end and back end operations are aligned.
The front end gets the most attention from companies and users. It generally receives the most investments and is the ‘presentation’ layer that users see when engaging with a business - such as visual consistency throughout a website. A successful front-end strategy focuses on the end user engagement and interaction. This interaction brings business value to the company, helping justify the investments made in the front end, as well as delivering actionable leads and insights for future actions. A front end also helps deliver products and services to a user in an efficient manner, maximising existing corporate strategies and increasing engagement and usability. Basically – the front end is the face of the company. It is where users go to find out more, do research, make contact, and generate valuable leads. These are the reasons why businesses expend so much time and effort ensuring that their front end is picture perfect – it has to be relevant for their consumer, and agile against multiple technologies, to return on their investment. However, the front end cannot stand alone and is only one part of the puzzle that ensures the successful operation of a company’s user features.
For many companies, ignoring what goes on behind the scenes can be a disaster. Without a backend, the front end does not work, and while not visible, the backend helps maintain the ‘always on’ environment required for organisations to remain competitive in a modern, digitally based market. This helps with vital tasks, such as developing databases for customer purchase records. Keeping the back-end IT processes up to date can help in a multitude of other ways, the most of important of which is delivering a robust infrastructure that can scale on demand, allowing businesses to position themselves appropriately to respond to changes with their consumer and technology. They also provide companies with a means to manage their stock, deliver support, improve customer experience, analyse insights, increase efficiency, and ensure operations run smoothly. The front end is often far more interesting, but the back end is the foundation of corporate operations and should not be neglected.
Communication is critical to successful development, and getting the front end and back end working together is vital for corporate growth in a modern market. Back end and front end developers frequently collaborate on projects but often encounter communication issues that affect not only their ability to work together but deliver an actionable result. Ensuring that both parties and platforms align, companies need to:
- Outline project priorities in a transparent manner
- Establish clear design and development frameworks before a project beginning
- Encourage ongoing communication
- Understand that front and back-end developers may have different ideas about what is possible with a project, and ensure that an appropriate middle ground is found before a deadline is reached
Businesses should also ensure that their investment in their developments are well balanced and communicated to make the most out of the users, and stay on top of emerging technologies. If you’d like to find out more about how to optimise your front and back-end development, contact MOQdigital. Our experienced consultants can help you build a better business in the new financial year, and ensure that you get the most out of your digital investments.