There are many different methods to optimize your website for conversions. From investing in UX design to creating compelling CTAs to enhancing the overall shopping experience, there’s plenty you can do to convince web visitors to invest in your products and services.
Nevertheless, one of the most commonly overlooked methods for capturing and converting customers is to invest in high-quality website content.
So, if you’re looking for tips for using your content marketing strategy to unlock the secret to conversions, here’s how to produce content that captures and converts.
Aim for Relevance and Personalization
Today’s consumers aren’t ready to waste their precious time on irrelevant content (or solutions, for that matter).
Yes, they may be willing to do in-depth research before choosing and investing in a product or service. However, they expect the process to be straightforward — no matter whether they’re going through the sales funnel by themselves or getting help from your sales team.
If you look at consumer behavior research from 2022, you’ll find that online consumers expect a few key CX factors. These include speed, 24/7 availability, ease, personalization, and efficiency.
With this in mind, one of the best ways to use website content is to provide visitors with hyper-relevant (or even personalized) shopping experiences.
Directly address your target audience’s pain points. Get straight to the point regarding how your products work. And don’t forget to break down the potential use cases of your solutions.
Check out how Powermat does it by boldly stating that its solutions transform any product into a wireless device. Moreover, note how the brand mentions the four distinct technologies it produces, which is an excellent method to show B2B buyers that the brand has the answer to their specific needs.
Source: powermat.com
Authentic Social Proof, Data, and Customer Stories
Whether you’re targeting B2C or B2B buyers, you can rest assured that they’ll research your brand before committing to a purchase.
So, you need to enrich your online presence with high-quality social proof in order to ultimately boost conversion rates with web content.
Nevertheless, not any review or rating format will work to elevate conversion rates. Instead, if you want exceptional results, prioritize relevance and authenticity.
Fortunately, this doesn’t have to be challenging:
- Do your best to source verified social proof from platforms such as Twitter, Trustpilot, Yelp, etc.
- Don’t hesitate to go into detail. Show off customer feedback that tells the specific ways your solutions remove their pain points, as this will provide potential customers with a better overview of what type of value you offer.
- Don’t be scared to make measurable claims. If you’ve successfully helped thousands of customers, proudly state it on your homepage. This is exactly what RE Cost Seg does, knowing just how impressive it is that it has helped 6,000 customers save over $600 million on taxes.
Source: recostseg.com
Trust-Building Microcopy
Another excellent method to build brand trust and use your organization’s credibility to capture and convert customers is to remove your target audience’s common conversion obstacles.
If you look at conversion data, you’ll find that over 70% of people who put an item in their carts fail to convert. The reason for this often includes a lack of trust in the brand’s ability to deliver an enjoyable CX, a streamlined shopping process, or provide buyers with effective solutions.
So, if you want to invest in website content that will unlock (and reclaim lost) conversions, why not produce trust-building microcopy that will combat your target audience’s fears and doubts?
For instance, if you check out DialMyCalls, a mass texting services for businesses, you’ll see that it does precisely this. Below its primary CTAs, the brand points out that new customers don’t need to provide credit card information to sign up for a free trial. Moreover, Dial My Calls emphasizes that the trial doesn’t involve obligations. Finally, it clarifies that there’s no such thing as a setup fee.
Source: dialmycalls.com
Interactive Demos and Tools
Free trials are a great way to capture and onboard new leads. But, there are cases where they’re not the most optimal way to convert customers.
If you operate in a niche industry or provide complex products and services, it might be necessary to elevate your target audience’s product understanding before inviting them to convert. And one of the best ways to accomplish this is to give them immediate access to your solutions.
By developing interactive tools for your website, you can help your target audience understand the value of your solutions. Plus, you can give them a great taster of what they can expect to receive from your brand once they’ve made a purchase — all the while eliminating some of the common conversion obstacles mentioned in the previous section of this article.
BrandWell’s AI Detector is a great example of interactive content that works to draw consumers into the sales funnel. On the surface, it presents web visitors with free yet convenient value. But it’s also a marvelous lead-capture mechanism, especially considering that it limits users to 2,500 characters of free detection and that the page includes an attractive CTA button inviting web visitors to start their free trial.
Source: brandwell.ai
Personalized Pricing Resources
Cost is an important consideration for 94% of consumers. So, it’s only natural that capturing and converting leads on your website depends on how you can convince consumers that you offer exceptional value at a fair price.
Nevertheless, not all brands have the ability to be straightforward regarding the price of their products or services. This can be due to the complexity of some product categories or due to offering too many personalized options.
Nevertheless, it is crucial to find ways to help your target audience understand how much they will need to spend to get their hands on your solutions. And personalized pricing resources just might be the thing.
Check out RapidDirect. Knowing that cost is a huge consideration for its prospects, this brand invites web visitors to upload their prototype files and get an instant quote in return. This ensures that potential customers get relevant answers to their price-related questions. Plus, it allows the brand to capture more high-quality leads, whom it can nurture into customers with personalized digital marketing campaigns.
Source: rapiddirect.com
Relatable and Educational Video Content
If there’s a single type of content that you need on your website to boost conversion rates, it has got to be video.
Research shows that videos significantly boost product understanding and purchase intent. Moreover, survey data clearly indicates that consumers want to learn about products and services via video.
So, if you’re looking for methods to boost your web visitors’ purchase intent, make sure to present your target audience with relatable and educational video content.
You can opt for the standard 60-second explainer that presents prospects with an overview of what your product/service does. You can also go into more specific detail to ensure your audience genuinely comprehends the value of your offer.
Somewhere opts for the latter choice, using highly personal, candid videos to communicate the unique value it brings to organizations with its talent-hiring services.
Source: somewhere.com
Storytelling, Emotional, and Humorous Content
Finally, if you want to invest in impactful web content to help you engage and convert leads, don’t forget that buying isn’t an entirely rational process. It often relies on people’s subjective feelings and impressions.
And it’s not just that people make purchasing decisions based on their emotions. Data shows they also buy more from brands they feel connected to. So, your content marketing strategy (regardless of your distribution channel) needs to show off your brand’s unique personality.
Whether you opt for storytelling, emotional marketing, or humorous content is entirely up to you. What matters is that your direction aligns with your target audience’s expectations and values and that you maintain a consistent brand voice throughout your online presence.
Dollar Shave Club‘s campaigns represent one of the best examples of this content strategy in action. In addition to being highly entertaining and memorable, they also position the brand in a positive light, emphasizing its dedicated approach to presenting customers with effective solutions without fluff or pomp. Yes, the final result is funny. But it’s likable, and it works, and it has helped the brand build a name for itself in a matter of months.
Source: dollarshaveclub.com
Final Thoughts
Elevating conversion rates with content doesn’t have to be difficult. In fact, if you understand your audience, it can be relatively simple.
So, don’t hesitate to try out the tactics outlined in this guide. Track their performance and adapt them to your brand’s specific needs. That way, you won’t just attract more web visitors and engage them with value. You’ll also maximize their chances of turning into buyers and becoming loyal customers due to the connection they feel to your brand.
The post Unlock the Secret to Conversions: Content That Captures and Converts appeared first on Apollo Technical LLC.