Conversions come through relevant content by Kate Billinghurst
Relevant content can help businesses achieve their conversion aims. What steps are you taking to get people to sign up to your services?
Conversions are a key aim of many businesses and the key to achieving these aims is to improve your online content.
Conversions of website visitors into an action that you desire as a business, whether that is joining your website, signing up for newsletters or perhaps most importantly, buying goods and services from the company, is something to strive for.
One of the key elements to boosting your conversion rates is providing relevant content within your online platform.
A recent Red Eye and econsultancy study indicated that marketers believe sales are the most important and relevant conversion, cited by 83 per cent of respondents, with registrations following in second place, highlighted by 67 per cent.
Falling a long way behind these two main goals were page views (38 per cent) and information requests (26 per cent).
Downloads and video views were considered to be relevant by less than a quarter of organisations surveyed, but video appears to be making more of a mark when it comes to marketing strategies, with the medium becoming more and more popular.
Using content to drive conversions
No matter what your website conversion aims are, you will need to offer visitors up-to-date and informative content to boost their likelihood of signing up or buying from your site.
When the digital marketers were asked about the methods they use to increase the number of conversions, 42 per cent claimed to use copy optimisation, making it the second most popular option. Customer journey analysis and online surveys/customer feedback were used by 40 per cent.
Almost three-quarters (70 per cent) of companies said their structured approach to conversion had improved sales. According to a recent B2B Content Marketing Trends 2012 report, content marketing is “expanding dramatically in terms of tactics, forms and volume of content”.
Mark Patron, chief executive of conversion specialists RedEye, said: “Improving conversion requires both technology and people and, as much of our research shows, it is people that make things happen. People are your strongest asset and your greatest tool. In fact, being in control of conversion, having someone directly responsible for conversion and incentivising staff based on conversion are all highly correlated with improved conversion and sales.”