Multiply Conversion with These Content Tips — An Expert’s Take
Sohail Rupani / May 1, 2019 | 6 Mins Read
Conversion-oriented writing drives readers and gets them to take a step. It converts visitors into leads, leads into customers, and customers into fans.
At times, e-commerce seems like an endless traffic jam on a highway that has routes and detours to various other locations as well. You don’t want people to take the detour or an alternate short-cut towards another route because then nobody would come across or near the ultimate destination.
It’s chaotic, but somehow, you need people to stick to the same, plain route by using several tactics so that they wouldn’t consider any other alternative route as their only and best option. With the aid of digital content marketing in our era of millennialism, consumerism has never been better; causing conversion and sales of your website to speak to a comparatively adequate extent.
In order to understand the entire concept behind online sales growth, you need to understand why conversions are necessary for sales, and exactly how you can benefit from them through content creation and optimization on your website.
An E-commerce conversion rate goes hand in hand with the percentage of people that boost your sales and revenue with their purchases in a specific time framework.
Conversions are not dependent on the metrics concluded with simple purchases. Sometimes, conversions can add up from certain activities of people on your website due to marketing investments and strategies.
Here, we are talking about the sales conversion rate that is generated whenever people make a purchase since your revenue speaks larger volumes regarding your stance in the e-commerce industry. Also, website conversion rates are way lower than those generated via social media channels.
B2B ads tend to have a higher conversion rate as compared to the B2C industry. According to a study, the average conversion rate of a website spans from 1 – 2% with the U.S already exceeding this value with its e-commerce success with 2.63%.
2. Content Creation & Conversion Rates
Back in 2010, IntelliResponse embarked on a content-creating journey that garnered an immediate increase in on-site traffic. Today, approximately, 70% of brand owners are emphasizing on strategies that will help them curate content that’s worthy of attention and visibility from their consumers and will subsequently draw higher rates of conversions.
In order to produce content that is worth striving for, B2B marketers now use an excellent tool for blog posts, Search Engine Optimized articles, video and graphic content, ads, podcasts, e-books, checklists and infographics to cover all bases.
Crowe Horwath – a public consulting and accounting enterprise – generated 778 leads and $250 in revenue by embarking on thorough and user-specific content marketing strategies. In addition, their e-mail engagement rate also increased from 10% to 70%.
In order to increase your sales conversion rate on your website, you need to create content that will help your customers to stay and make a purchase.
3. Tips to Improve Content for Better Conversion
Here are some tips that will help you create in-depth content to familiarize the audience with your brand.
a. Create Powerful Copy
While this isn’t a spellathon where you’re required to muster up the energy to spell out big, powerful words as quoted by the jury – and get graded on it – it really wouldn’t hurt to give a chance to a more versatile vocabulary for once. If you’ve just launched your website and you think that the copy-written content on it wouldn’t matter, then you’ve gotten it all wrong.
Your landing pages cast the first impressions and as they say – albeit loosely, but first impressions do matter. While your website’s design might aid in taking care of a grand share of your customers, let’s talk about why your website’s copy is also as relevant and might put off a customer for good if it isn’t strong enough.
Your website’s copy is all you need to convey your brand’s vision to your customers – an ideology that requires words to express itself. If your copy isn’t enthusiastic and emotional as the ideology in your mind, then your consumers wouldn’t possibly cater to cast a second glance on your website.
Use words that are compelling enough to make a stride on your consumers’ minds. By using big words in an appropriate context, your users will be enticed to follow through your statements more vividly.
b. Understand the LIFT Model
Only 20% of visitors read what’s published on your website on average. In order to increase conversions through your website’s copy, you’ve to offer a solution to your customer’s problems and queries in a more approving yet methodical way.
The LIFT Model is a prompt marketing strategy that creates a sense of urgency and anxiety initially within words, and then seeks to alleviate these concerns with relevant solutions and clarity.
The LIFT model allows you to include strategies that will help your customers to relate to your copy on a higher level. For instance, Jill Konrath advises the usage of statistics within a core copy such as those evident on Optimonk’s landing page, while LeadPages.net believes in enticing clients with its display of previous A/B test results.
c. Curate Compelling and Attention-Grabbing Headlines
According to Brian Clark, founder of Copyblogger Media, a strong and compelling headline will help your content to stand out in contrast to a poor headline that might not even garner attention, leave alone, a couple of pity-worthy clicks.
According to Ted Nicholas, a direct response copywriter, your content’s headline is highly important for generating leads and purchases and might lead to around 73% of standalone buying decisions as compared to any or all of the content on your landing pages.
Upworthy tends to support this claim with a 500% on-site traffic generation just because of proper usage of words in its headlines. If your consumers are amongst the majority of the lot that doesn’t go or read past the headlines, then you have to seriously up your game drastically.
Try to use powerful words that encompass the entire essence of your blog post in its headline. Compliment your headline with questions because users tend to fall for the bait and might get intrigued to read the post further on. Lastly, try to incorporate numbers – odd preferred over even – to stir up a frenzy with your headlines.
d. Use A Conversational and Informal Tone
According to Seth Godin who has around 15 bestselling books to his name on the subject, produce content in a way you wish to be heard and understood. Use a conversational and informal tone to create the illusion of a more personalized touch.
Zanelli advocated the usage of personalized writing for a more logical approach to avoid procrastination and writer’s block.
Try to talk to your customers through your writing and use your narrative as an expression to voice some of their major concerns so that they’d feel at home when reading your content. Embed your content with backlinks and hyperlinks so that they’d get redirected to your product pages and cater to buy your products.
e. Add A Call-To-Action When Necessary
If you think that your content is ready to catch more than just a few winks, consider adding a call-to-action for an increased conversion rate. Most authors and writers believe that they can’t convey their messages in the form of a couple of blog posts.
For instance, if your content has detailed infographics and statistics for enticing your consumers, then don’t leave that space empty and add a call-to-action towards your website so that the interested ones can learn more about you.
Texts for call-to-actions vary – you can embed soft links in your content and prompt your consumers to click on a relevant link if they wish to know more about the aforementioned hint you’ve just placed subtly in the blog. You can also add a call-to-action at the end of a piece if you’re doing a series so that your consumers would know just where to go for more information.
Your ultimate goal right now is to expand your sales conversion rate, but at a pace, that’s not too fast and paced eloquently. Remember, slow and steady wins the race?
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Sohail Rupani is a senior SEO strategist at PNC Digital , a digital marketing agency based in Orlando. He specializes in SEO and SEM techniques. He is passionate about technology and loves to analyze the tech industry in his spare time and stay in touch with the latest happenings. He also writes technical articles about SEO and digital marketing.