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Content marketing is all about appealing to your target audience. Engaging content is the key to increasing conversion rates and encouraging customers to avail of your services.
You spend so much time, effort, and resources to get your target customer to the website in the first place. And all that goes to waste when you are unable to seal the deal. So, tailoring your content in a way that would increase conversions is imperative.
Ads are the new epidemic. And while your customer is being bombarded by hundreds of ads every day, you need to make sure your marketing campaigns are unique and engaging enough to bring that customer to your website.
So, here are some ideas you can try out to make your content stand out amongst the sea of blog posts.
Using Content To Boost Conversions
1. Making The Content Interactive
You know you are not writing a thesis. Why make it long and drawn out and boring? Instead, try to make the content more interactive for the consumer. Use charts and infographics wherever possible to display data.
People tend to ignore numbers and statistics while perusing through text. Additionally, it can also be difficult to visualize big data. So, charts are a great way to make it easier for a reader to visualize what you are trying to say.
Other ways you can make your content more interactive are through videos, polls, surveys, and quizzes. You can tailor these interactive devices according to the type of content. An interactive map would work best with a travel agency, while a graph would work best for sales numbers.
2. Using CTAs
CTA stands for call-to-action, which means an encouragement to the customer to do something, whether it’s a form to fill out, a cart to check out, or a newsletter to subscribe to. Since a CTA button acts as a direct point of communication between the customer and the business, it can be used to increase the conversion rate.
You can use different types of CTAs to act as different stages of the sales funnel. Use a newsletter subscription to drive awareness and use a “Buy Now” button to ensure conversion. Thus, dynamic CTAs will make a customer’s journey much more interactive and enjoyable.
The sooner the CTA appears on the page, the better. You don’t want to risk a potential customer not scrolling down enough to see the CTA at the bottom. The customer should feel a sense of urgency whenever they see the CTA button.
3. Make Your Landing Page Interesting
The saying dictates not to judge a book by its cover. But who really follows that? The landing page is the first page your potential customer will see. And that is where he will decide if he wants to go further or shut the page altogether. This is why landing pages are so important to get right.
Use multimedia content, dynamic CTAs, and unique design to make the landing page a place to stay.
4. Conversion Rate Optimization
Just like SEO, your content needs to be CRO-friendly to ensure potential customers don’t run away from your website. If you have no idea on how to get started on CRO, you can use a CRO planner to figure out a strategy for your content.
CRO planning will help streamline the flow of your website, ensure better CTAs, and boost conversions.
5. Social Proof
Social proof means the reviews and feedback left by customers on your website, blog post, or social media handles. Most customers will read the reviews for your brand before they make a purchase. And when they do that, you need to make sure they are reading authentic and real feedback.
You don’t have to necessarily include the reviews right there in your content. You can link to your other social media handles, which contain reviews. But it will be better to have some testimonials right on the website so that the customer does not have to visit any other site to read reviews.
6. Optimize For Mobile Usage
In actuality, very few people use their laptops or desktops to search for products or services online. So, you need to optimize your content and your website for mobile users to ensure you’re not losing out on any potential customers.
Since mobile and desktop experiences are so different, you can use Google’s mobile testing tool to check whether your website is optimized for mobile usage. You can also get recommendations on how to improve your chances of ranking with organic search.
7. Make The Purchase Process Simple
Nothing turns off a customer like a long purchase form or a slow checkout process. There should not be too many steps in the checkout process to ensure that the customer goes through with the entire thing.
The payment process should also be kept simple. Don’t make logging in compulsory to make a purchase (let’s be honest, we all find that annoying). Additionally, make all the possible payment options available to your customer. They should be able to make the payment using whatever method they prefer, whether it’s Google Pay, Apple Pay, or Paypal.
8. Personalized Recommendations
Imagine you just finished a 10-season-long show on Netflix. And the next minute you are already beginning to binge-watch another long show. This is the power of recommendations. Personalized recommendations, to be specific.
You need to figure out the needs of your customer before you start recommending products to them. This can be done by the creation of a buyer’s persona. A recommender system will ensure your customer stays on your website for a long time, which only increases the chances of conversions.
9. Optimizing The Search Feature
The search feature on your website might actually make or break the deal. If your customers are not able to sift through products or services quickly, they will not be very likely to make a purchase.
You can autocomplete and autocorrect to make the search feature more dynamic and user-friendly. Track your customer’s behavior on your website and tailor his searches accordingly.
When you serve what the customers want on a platter right in front of them, they are much more likely to seal the deal.
10. Getting The Timing Right
To drive your customers right down the sales funnel, you need to make sure they are receiving your perfect content at the perfect time. For example, midnight would not be a good time to post content on your site since the traffic will be low.
When you get the timing right, your readers will be much more likely to consume it. Studies have shown that late afternoons and evenings are great times to post your content since most users are online during this time.
11. Figuring Out The User Experience
Figuring out the user experience is essential to figure out what needs to be corrected in your content. Any digital marketing campaign will not work without the indirect input of the customers. You can use various tools to find the user experience. Heatmaps, feedback forms, and monitoring are a few ways to find out the user experience.
After you have an idea about that, you can actually start to make corrections and fixes in your content. Find out what frustrates your customers and what drives them away.
12. Offer Incentives At The Right Time
Everyone thinks of offering free shipping and discounts to their customers to increase sales. But getting the timing right is imperative. If a customer has had a product in their cart for a few weeks, maybe a 10% discount is what they need to push them over the edge.
So, the right pop-up at the right time might just cause your leads to become actual customers. Other incentives you can offer are warranties, money-back guarantees, and free trials.
13. Creating A Sense Of Urgency
You can use the principle of scarcity to create a sense of urgency in your customers. If any product is in limited quantity, mention that somewhere the customer can read it. That way a doubtful customer will turn into a fruitful one.
In the same way, if you’re running a promo or a discount offer, you can display a countdown timer to showcase when it is about to end. This way, you make sure the customer knows what he might be missing out on. And the FOMO is a strong way to get conversions.
Also, make sure the scarcity you are showcasing is authentic and not made up.
Final Words
So, hopefully, all these ideas will help you promote your content and increase conversions. Remember that it is not just about the right written content but also about the right timing, the right format, and the right place.
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