Increase Conversion Rates Through Quality Content

Increase Conversion Rates: For Your Bottom Line

– Web conversion rates depend heavily on the amount of visitors a website receives, the number of those visitors who click on a call-to-action and ultimately the number of visitors who convert into customers.

These web conversion rates are oh-so pivotal to a company?s overall Inbound Marketing success and have direct impact on a business? bottom line.

Click-through Rates

Improving your click-through and conversion rates isn?t as difficult as it may seem. You don?t need to add more copy, color or any other elements that require complex programming.

All you need is quality content.

Conversion Starts at Attraction

It doesn?t cut it to just bring visitors to your website. This may actually hurt conversion rates as the number of pageviews increase but don?t result in clicks or any other engagement.

You need to attract the right visitors to increase conversion rates. If you attract visitors who aren?t interested in your content, products or services ? your bounce rate will skyrocket and your time and effort is wasted.

Producing targeted and engaging content on web pages and blog posts is the best way to ensure your website is visible to the correct prospects. Not only does it boost your SERP rankings for your desired keywords, but it creates a clear, concise message. Visitors know immediately that they?ve come to the right place, whether it?s to be entertained or to be informed.

The Engagement

improve conversion ratesNo, not that kind of engagement ? but your content should make your visitors say ?yes!?. Once you?ve successfully attracted them your landing page content should move them seamlessly to the next step.

If your landing page or blog post is top-of-the-funnel, then you should provide compelling copy that moves them further down the funnel, whether that be a subscription, download or purchase.

This is called the customer journey and it should an exciting, but direct move from point A to B with no roadblocks and limited detours.

The content should also cause conversations during the journey. Make sure you are monitoring what your visitors are saying ? directly or indirectly. If they are exiting at that specific page after viewing several others, maybe you need to reassess your offer on that final page, or maybe it is a dead-end with no links for further action. Make sure you constantly monitor visitor flow throughout your website.

A CTA map for your website should be constructed to make sure your visitors can reach their final destination. This map is ideal before a site is launched, however it’s never too late to make changes – and consistently make changes along the way.

Time to Convert

Once your visitors have arrived at their final destination, your content should be limited. This doesn?t mean there shouldn?t be any content at all, but it should be so limited and focused on one offer, that at one glance, a visitor has all the information they need to make a decision to act right then and there.

The Data

When you assess ways to increase conversion rates, you can glean a tremendous amount of data from your analytics. A great way to see how your website content is performing is to look at:

  • Visitor entry point
  • Length of visit
  • Visit duration
  • Behavior flow
  • Bounce rate
  • Page Fold and CTA placement
  • Purchase page engagement

These data points are all accessible through Google Analytics and HubSpot’s analytics dashboard. If you need help dissecting what your analytics are telling you about your website and content, you can ask a conversion optimization consultant for a free strategy call or download this complimentary eBook:

Marketing Matters Inbound?is an inbound marketing firm specializing in online conversions, content?strategy, call-to-action mapping and traditional media placement. Our experience in?B2B digital?marketing?and?traditional media?allows us to deliver results through a strategic media mix. We believe in?aligning and merging marketing and sales/operations for optimal return on your marketing investment.

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