We often talk about the importance of content in keeping audiences engaged and visiting your website, but once people are there, how can you use content to improve conversion rates?
Content undoubtedly forms the backbone of any kind of marketing – whether digital or print – and without it, there’s not much businesses can really do to get your brands out there, and reaching new customers.
It’s a subject well covered by all sorts of experienced marketeers, and it’s well-known that there’s a positive correlation between good, engaging content and higher conversion rates.
It’s this last point – increasing your traffic and improving conversion – that we’ll examine here.
However, increasing traffic to your site and improving your conversion rate is not as simple as writing a couple of paragraphs, vaguely related to your business, with an upbeat tone and doing so on a monthly basis.
There’s a little more to it than that…
How to use your content to increase traffic and improve conversion rates
So, how can you use your content to increase traffic to, and improve conversion rates on, your website? Let’s explore a couple of ways…
Keeping your copy updated
It’s all very well and good having a blog or lots of lovely images on your site, but if you don’t keep these things updated, you’ll inevitably miss out on visitors. Keeping your blog up to date is a really good way of driving traffic to your site but, once they’re there, how do you get them to buy something? By…
Making your content relevant & visible
A study conducted by L2 in 2014 found that conversion rates were 20% higher among website audiences who had engaged with ‘rich content’ (blogs and videos) than those who hadn’t. However, that rich content has to be both relevant and visible. For example, there’s no point creating a blog around how wonderful guitars are if you specialise in selling woodwind instruments. And there’s no point linking to your blog on the homepage if you run an ecommerce site and most of your audience come directly to a specific product page.
Ensuring your copy is optimised
If your content is interesting, relevant, visible, and engaging, you’re almost halfway there. But if it’s not optimised, how is anyone going to find it? Investing in SEO (both research & implementation), and ensuring that it’s regularly checked and updated, will help new visitors find your site through organic search, and your Google ranking go up, which will inevitably increase your traffic.
Testing content & Conversion Rate Optimisation
Although it may sound rather complicated, Conversion Rate Optimisation (CRO), is a really valuable concept in web design and digital marketing; put simply, it’s a system of increasing the number of visitors to a website that end up buying something. There are many different ways to achieve this, but you may wish to begin by A/B testing some content, just to observe what happens. Whichever content ends in the most conversions, is the content you roll out for wider use…
Tailoring your content
One of the great assets digital marketing has given us is data. Lots and lots of lovely, interesting data about what our customers do on our websites, where they come from, how they find us, and how long they stay on our sites. If we spend time analysing this data, we can tailor our content accordingly – looking at what visitors are most interested in and what they don’t enjoy – in order to give them exactly what they want. Give them what they want, and not only will you see an increase in traffic, but an increase in conversions, alongside a higher Google ranking…
Our final piece of advice
Content is king; it’s not just pretty words on a page or your personal thoughts – it’s a very powerful tool that can be used to increase traffic to your website and improve your conversion rate.
The final thought we’d like to leave you with is this:
Think smart, do your research, and carefully analyse your data – do what your audience is telling you to do – and don’t be afraid to experiment.
If you’d like more information about how to optimise your content, talk to us today.