Digital marketing can be approached from a range of different points of view. You might start with the focus primarily on building awareness and creating as broad reach as possible.
Then, you’ll likely start taking the performance marketing agency approach of using materials to inspire some sort of action from your target audience. The ideal action? Lead conversion, turning prospects into paying customers. But how can conversion increase conversion rates?
This article explores how to increase conversion rates with clever content techniques, touching on buyer journey mapping, page design, risk perception management and more.
What are the key elements of effective conversion content?
Online and SEO conversion content needs to meet the potential customer where they are, use persuasive language and set clear visual cues in place, among other things.
Content mapped to match the buyer journey
The buyer’s journey rarely starts and finishes with a “buy now!” pitch, especially if the lead is still in the research phase for ‘solving their problem’. You should craft your content to suit them at their current stage.
- Educational blogs and videos can help users define their problems, while building your brand’s authority early on.
- Comparison guides and webinars that show the benefit of choosing your solution are ideal for the ‘consideration stage’.
- The decision stage should be directed by high-intent assets, such as case studies and ROI calculators to eliminate any last minute doubts.
By meeting people at different stages in their journey, you can guide lead conversion from start to finish.
Building pages for lead conversion
Trying to increase website conversions or ad conversions needs to be based around psychological flows that lead to action.
- Start with a hook that addresses a specific pain point
- Follow with a clear explanation of how you can solve that pain point
- Showcase some social proof, such as testimonials and ‘happy customer numbers’
- Make the offer clear, valuable and maybe even a little urgent to drive action
- Create a clear, high-contrast CTA button that directs action conclusively
Landing page lead conversion only comes from savvy design choices and a clear understanding of customer psychology.
Words that drive conversions
Copywriting can’t just be generic, with basic terms like “click here” or “submit your form” on your CTA buttons. It’s better to populated action areas of your pages with encouraging prose that highlights the benefits of taking action. Think “Get Free Growth Guide” rather than “Download EBook”.
Similarly, you can use your copywriting to lower the stakes and assure customers they’re not being pushed in a particular direction, such as replacing “View Pricing” with “Browse Our Offers”.
Most importantly, all sentences should clearly explain value to the customer. If not, they should be purged from the content.
Eliminate perceived risk with value
Users and leads are always weight up their perception of value against their perceived risk. Its your job to tip the scales in your favour and make it clear that you can eliminate the risk with what you offer.
- Offer ‘bonuses’, such as limited-time discounts or exclusive options
- Provide a money-back guarantee or free trial and make it clear across your content
These are simple but effective ways to make people feel less cautious about taking the next step with your brand.
Never lose sight of your soul
Above all, people respond to authenticity. If your approach to lead conversion is robotic, people will be able to tell. It’s important to remember why you’re doing what you’re doing, the brand identity you decided on and the needs of the customer at all times. Don’t just treat this as a numbers game, make sure that you channel the truth of what you’re trying to achieve throughout.
Following these guidelines, lead conversion should come more naturally, whether on landing pages or outgoing marketing materials.
