Your website is your lead generation and customer acquisition tool, and so it’s great to have an appealing look to catch your visitor’s eye. However, having a great site is not enough because it has to drive traffic that has a huge impact on your bottom line. Is this what you’re experiencing? If so, this is a common problem.
Actually, the ecommerce conversion rate across the world stands at around 2.58%, and many businesses are hovering around that rate. It’s so because of competition that is making it hard to drive online sales.
This post will help you identify your conversion rate optimization (CRO) gaps and how you can improve your content marketing strategy.
What is Conversion Rate Optimization?
Conversion rate optimization is a process that helps you understand how your target audience is navigating your website, interacting with your content and the desired actions they are taking that can result in leads or revenue. Conversion is the action you want a user to take that results in a sale, subscription, collecting their information or insight on how they interact with your content or campaigns.
Some of the desired actions that you want your audience to take as a result of your content marketing campaigns or website are:
- Purchase your product
- Sign up for your service
- Download an eBook or content asset
- Fill out a contact form
- Subscribe to your newsletter or webinar
- Sign up for a free trial
- Click on a link
- Add a product to their cart
The following are the best possible tips on how conversion rate optimization can improve your content marketing strategy.
Create Compelling Content
This suggestion may appear awkward, but it’s important to note that the majority of users don’t read web copies. Actually, some of them skim, read the title and exit without reading the entire article. The reason is that most web content is poorly written.
Here is what you can do to drive traffic and boost your desired conversions using content:
- Use suggestive titles and content that addresses your readers’ frustrations.
- Use unique voice across your marketing channels.
- Create content that informs and educate your reader and that they can enjoy reading it.
- Use verbs to communicate excitement and avoid exclamation points.
- Your article should not make unsupported claims, but instead, you should cite your source.
Prioritize On-Page Strategies
Google will present your content to your audience when your on-page SEO is right. Therefore, you have meta titles and an H1 tag that is rich in keywords. Also, avoid keyword stuffing but naturally place them in your content.
Further, interlink your content with other respectable blog posts and create a potential pathway for continuously engaging with your site. Each page should have a CTA that will lead to conversion, such as “Watch a webinar,” “Request a Demo,” or “Sign Up For a Free Trial.”
Add Functionalities That Drives Conversion
Your website or landing page should simply convert visitors, and so they should remain focused on that goal. Therefore your website should take fewer seconds to load because people are impatient and will move to the next if it takes too long. Plus, you should optimize your media and monitor the site load time.
Additionally, your visitors will only convert when they get the information they need from your site. That means your website should display content tailored to their needs, devices, characteristics, actions.
Ecommerce industry offers shoppers endless opportunities, and because of increased competition, brands are rewarding users with better deals. In view of that, you should offer your visitors an incentive and show them how to take advantage of it.
For instance, you can create a single page for promo codes or put the code on the product page. This will drive conversions.
Additionally, avoid unnecessary pop-ups and overlays, which can be distracting.
Keep Conversion Form Simple
These are found on your landing page and are important for your conversion strategy. The conversion form is what your visitor fills before becoming a lead or your customer. The following is what you should consider.
Number of Fields: Your form should have a reasonable number of fields based on your offer, and it should only ask for the details you need. Otherwise, your visitor will get overwhelmed when the form has more fields and bounce, particularly when browsing using a mobile device.
Placement: Place this form where your visitors can see it or make it visible on all devices once they land on the page. This is because visitors tend to skim web pages, especially when they have to scroll, zoom or pinch.
Make Your form Errors Visible: A customer doesn’t have to fill the form and then get an unsuccessful error after several attempts. The errors should be descriptive and visible.
Improve Your Website Design
Your website should be well-designed, fast and smooth or easy to navigate. Use custom photography or graphics instead of stock photos to express your story. The latter are generic and unrelatable, while the high-quality photography effectively establishes trust and will significantly grow your conversion rates.
Further, optimize your website for all mobile devices such the desktop, mobile or tablet. It should also have a character such as a minimalistic white look and give it 2-3 of your brand’s colors to make it unique.
Advantages of Conversion Rate Optimization
Increased User Engagement
Conversion rate optimization improves engagement and conversions. Further engagement metrics increase gives your valuable insights into how your content is performing as well as what excites readers to interact with your brand.
The conversion rate optimization process helps you understand your audience and improve your content and marketing efforts. This valuable user insight will help you reach the right audience with the right information and at the right time.
Boost Customer Trust
Users are required to provide their contact information such as their name, phone number, email address and more in exchange for information or content about your brand, products and services.
However, they can’t give you this information without first trusting your site, and that is where conversion rate optimization steps in to help you build trust and leave a positive impression.
Conversion rate optimization can help your business in many ways; however, it’s not a single event but an ongoing experiment. The good news is that you have the tips to guide you in the right direction.
So set your goals, analyze the results, make adjustments where necessary or discard an unproductive strategy. Your efforts will lead to increased conversion rates, and the quality of your content will be rewarding.