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SEO & Digital Marketing

Why Strategic Content Creation and Conversion Optimization Matter for Your Business

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Ready to boost your conversion rate? You need A/B testing, a better content strategy, and optimization. Here’s what to know. 

Key Takeaways:

  • Conversion optimization helps you boost your conversion rates by enhancing UX.
  • It starts with creating better content that engages and inspires.
  • Don’t forget to include catchy CTAs and intuitive, simple steps
  • A/B testing helps you test out different versions of your pages to see what works best.

So, you have a content marketing strategy. That’s a great first step for better business results, but are you seeing the conversion rates you want? Conversion is a key component you just can’t ignore. Conversion optimization means you’re able to get more qualified leads and inspire people to become customers.

The key to increasing conversion rates lies in strategic content creation, optimization, and A/B testing. You always want your content to engage and stimulate readers and generally do a lot of work for you. A/B testing for conversions allows you to test out different versions of your pages to see which designs and content works best for your audience.

This post provides insights to help you with conversion optimization and better content strategies

Conversion optimization 101

What’s conversion all about, really? Your conversion rate measures the number of leads that end up taking an intended action, whether that be signing up for your newsletter, downloading your ebook, or buying a product. Conversion doesn’t always mean they are a customer. It just means they did whatever you’re trying to get them to do.

Why does this matter for your business? A high conversion rate means you’re seeing a lot of your leads converting, which means your marketing strategies are working and that you’re likely to see more sales – which, of course, can lead to business growth.

A big factor that impacts your conversion rate is user experience (UX). Your website and landing pages need a fantastic design that makes it super easy for leads to find the information they’re looking for and click where you want them to click. Users are more likely to convert when UX is seamless.

You also need to track and analyze data on your platforms to know where people are getting stuck and which elements are catching their attention.

Strategic content creation for conversion optimization

You have to wow people if you want to get them to convert, and your content can do that with the right strategy. Center your strategy around conversion optimization with these tips: 

  • Know your audience (and their pain points)
    What excites the people you’re trying to reach? What drives them crazy? Think about their problems and how you solve them. What will entice them to click?
  • Write compelling headlines and intros
    You need to grab people’s attention, and fast. Otherwise, they’ll move on in a flash. Create headlines and introductions that are catchy, relevant, and captivating.
  • Use persuasion techniques
    The great thing about copywriting is that it’s the perfect format for persuasion. Appeal to readers’ emotions. Encourage them to act fast. Emphasize the benefits.
  • Use storytelling elements
    Everyone loves a good story. Bring in elements that will engage people and make them feel something, like talking about a use case or case study.
  • Ensure readability and scannability
    Don’t make people jump through hoops to get to your point. Be clear, use elements like bullets, keep paragraphs short, and don’t bury the lede.

Keep these tips in mind when creating your content and you’ll be well on your way toward the structure you need for conversion optimization and business growth. 

Optimize website elements for conversions

Your website is key to getting conversions. This is where people go to learn more about you or check out your content, so you have to be ready to move them. 

Your landing pages should also be optimized for people to act. Use these website tricks to up your website and landing page conversion game:

  • CTA placement
    Don’t put your call to action (CTA)  in the fine print. It should stand out in your color scheme, and make it clear what the purpose is.
  • Get rid of friction
    Make processes seamless. When users click on a form, don’t ask for too much information. It should all be intuitive, fast, and easy.
  • Check your speeds
    Page loading times are critical to keep people’s attention. Also remember that many users are coming from their smartphones, so ensure to check mobile responsiveness.
  • Use trust signals
    Keep your content updated. Make sure nothing looks like spam or too over-the-top salesy. Don’t include broken links. Show people your great reviews and testimonials. These tactics help you build trust.

Think about the type of experience you would like to have when clicking on a landing page, then do your best to recreate that thing with as few hiccups or pain points as possible. 

A/B testing for conversions

Now, let’s talk about A/B testing. You’ll never truly know how your content or design will perform unless you test and experiment. A/B testing is a type of split testing that allows you to compare different versions of the same thing — i.e., your website pages or landing pages.

With A/B testing, you can test pages based on different audiences, such as people in different locations or at different phases in the customer journey. This shows you which content and designs work best for each of your different segments.

You first need to figure out what, exactly, you want to test. You may want to test different designs, headlines, or CTAs., for example You can then compare how each performs in page A versus page B.

There are plenty of platforms out there to help you track and analyze data during testing, too, which is great for conversion optimization. That is crucial when it comes time to analyze results and apply them to your website and landing pages.

Strategies for increasing conversion rates

Conversion optimization can be harder than it sounds. You do what you can to reach people and inspire them, but how do you see that conversion rate actually rise? Consider these strategies to get started:

  1. Harness personalization and segmentation

Your targeted campaigns need to be personalized. Speak to your audiences like you understand who they are and what they care about. Show them you understand. This is made easier when you segment your different audiences so you can make your campaigns that much more personal.

  1. Use persuasive pricing strategies

Pay attention to what competitors are doing. Talk about the value of what you’re offering, and don’t be afraid to offer incentives and discounts to get people to convert.

  1. Create urgency and scarcity to drive conversions

Stress that certain offers won’t last or that there are a limited number of products or spots in your webinar. This gets people to act fast. 

  1. Use email marketing effectively

Nudging people with drip campaigns is a great tactic for getting conversions. You can set them up to be automatic, as well, so leads are reminded about you on a regular schedule.

  1. Leverage mobile and social media

Don’t just depend on email and your website for getting leads. Keep in mind that most users are mobile and on social media. Leverage these channels to find and connect with the right people at the right time.

Boost conversion optimization with better content

You need a better approach to conversion optimization to increase your content marketing ROI and continue growing your business. When you just don’t have the time or skillset to do it right, turn to the experts at ContentBacon. 

Our team makes your content sizzle and ensures you’re taking all the right steps to increase conversions. Schedule a time to talk to us!

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