Creating a worthwhile value proposition for incoming visitors to your website can be difficult. Whether you focus on blogging or eCommerce, smart content creation is pivotal for website conversions. According to 99 Firms, the median for landing page conversions is around 2.35%, while high-performing websites convert around 5.31% of traffic. However, you shouldn’t be discouraged from website conversion optimization due to low percentages.Most landing pages convert only around 2.35% while high-performing sites can convert at 5.31%. Click To Tweet
Data published by Tech Jury indicated that 63% of companies lack a structured approach to website optimization. Improving lead generation and web conversion has become a primary goal for 80% of marketers of optimizing their websites. With increasing competition on the market, content creation and a focus on conversion is no longer an option but a necessity. Let’s take a look at what makes website conversions essential, as well as how you can optimize your website’s performance going further into 2020.
Why Website Conversions Matter
Before we go into content creation and optimization, let’s discuss website conversion as a whole. Website conversions represent the percentage of users who have visited your site and “converted” into a lead. Whether they purchase, subscribe, or interact with your site in any way, they will effectively become a generated lead.
However, enticing a user to convert, or interact with your content, is not as easy as it seems. Before you have a visitor present on your site, you need to ensure that your content is well-optimized in regards to SEO search ranking. Only then will online users actually arrive at your landing page and determine whether or not your site is worth their time and/or resources.
Raising your website’s conversions should become a priority as it represents viable customers for your business. More customers will naturally lead to more revenue and even better online visibility. The better your content, the better your business will perform online as a result, leading to a plethora of benefits going forward:
- Increased brand reputation and industry authority
- Increased visitors’ attention span and content interaction
- Improved word of mouth and brand advocacy
- Positive ROI in regards to created and optimized content
Content Creation Tips for Higher Website Conversion
Experiment with Content Length
Depending on the industry in which you operate, visitors will expect the content of various lengths and complexity. Niche industries rely on case study writing and blog posts relevant to their audience (finance, shipping, etc.) Broader industries such as marketing, design, web development, etc. require more approachable content.
It’s important that you know who your audience is prior to writing any form of content dedicated to boosting your website conversion rates. This is essential since you won’t be able to convert every single visitor. Cater to people you want to attract and experiment with content lengths before settling for a standardized format.
Smart Popup Placement
Sometimes it’s good to be direct about your wishes for visitors to convert into subscribers and followers. As such, you can integrate effective popups for WordPress into your blog or online store in a variety of ways. Depending on your marketing strategy, popups can be placed on the landing page itself or presented to the user prior to leaving, by using our Exit Intent feature.
Their content is also entirely up to you, as you can write different messages and conversion appeals to visitors. Popups can cater to target specific users and they offer analytics that can help determine your future content plans. All in all, their inclusion in your website conversion initiative is a net positive, so use the available features in a creative way.
Rely on Calls to Action
Once a visitor arrives at your landing page, it’s essential that they receive direction on what to do next. In the case of eCommerce, the call to action (CTA) can revolve around special offers and discounts for new users. Blog sites can use their landing pages to promote new articles and blog posts with easy, one-click access from the main page.
Don’t make your content static and one-dimensional by omitting to include CTA which will invite users to dig deeper. You can check out some of the best paper writing services on the web if you need help with writing CTA for your content. Make it a habit to introduce calls to action throughout your website to encourage interaction and conversion.
Implement Social Proof Content
One of the best ways to entice new visitors into conversion is to present numeric social proof on your landing page. A high number of satisfied customers in the past year can serve as great encouragement for new users to purchase your items or services. Testimonials, reviews, and quotes from customers and brand followers can serve as effective social proof for website conversions.
Make it a habit to ask for quotes and reviews from customers and B2B stakeholders with the intention to integrate them into future content. It’s good practice to analyze your performance and extract representative numbers that can appear on the landing page. Websites without any social proof can seem untrustworthy to new visitors, making its inclusion in your content strategy welcome.
Enrich your Content Mix
Written content is the baseline of any successful website – however, it will not help you convert new visitors by itself. As such, you should mix up your content creation strategy with various types of media. Images, videos, infographics, animation, as well as audio interviews and podcasts can help mix up your content strategy.
While some visitors prefer text, others will naturally gravitate toward video or images. Visitors with the opportunity to explore your site will find plenty of reasons to convert into subscribers or customers. Don’t neglect your blog content but make sure that it doesn’t appear one-dimensional – mix up your media to achieve better results.
Targeted Keyword Integration
Online users rely on keyword search to look for content relevant to their current needs. You can take advantage of that and use targeted keywords that will attract the right audience to your website. Tools such as Google AdWords and SEMrush can help identify the best keywords and phrases for your site.
Make sure that content created for website publishing features those keywords to achieve better ranking on global search engines. Don’t overstuff your content since it will raise red flags with search engines and readers. The higher your traffic, the better odds you will have at converting a percentage of those visitors into relevant leads.
Website Conversion Mistakes to Avoid
Now that we have a better idea of how you can raise your conversion rates, let’s take a look at what not to do. The following points will nullify your previous efforts to boost website conversion by discouraging interaction.
While these items might read their head on your website occasionally, make it a habit to fix them shortly thereafter. Avoid these points in your content creation – your site’s performance will reflect those efforts.
Poor Website Performance
Despite your best intentions, poor load times and broken links will deter anyone from conversion. It’s important to turn a website audit into a scheduled activity and look for ways to improve your site’s performance at all times. Optimize your multimedia for faster loading by using premium themes instead of generic free templates, check all internal links regularly, and refresh your keywords periodically.
Too Many Calls to Action
Imagine the feeling of opening the Netflix landing page and having so many options that you end up choosing nothing. This is what it feels for visitors to arrive on a new website only to notice half-a-dozen calls to action on the landing page alone. Limit your calls to action and instead, integrate popups to balance the conversion incentives presented to visitors.
Complex Conversion Process
Once someone has decided to convert into a lead on your website, the process should be as straightforward as possible. Avoid asking too many questions – leave those requirements for subsequent purchase activities. Keep your forms simple and easy to fill out, even for non-native speakers, and your website’s conversions will skyrocket as a result.
Raising your conversions is all about taking a pro-consumer stance in content creation and subsequent optimization. Avoid call to action spam and dark patterns in your website to promote trust and professionalism with incoming visitors.
Remember – not every visitor will convert into a lead, but those that do will become loyal brand ambassadors and customers for your website. Once you build a follower base, you can invest in email marketing, loyalty rewards, and experiment with content even more than before.