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Conversion Rate Optimisation Strategies for Better Content Marketing

For optimum online success, Conversion Rate Optimisation (CRO) and content marketing need to work hand-in-hand.

With Conversion Rate Optimisation, you implement strategies to meet a specific goal. These goals can include generating leads, increasing newsletters subscribers, or encourage people to download a freebie.

You then test your strategies, using the data you gain to improve your stats.

Content marketing, on the other hand, is less direct. You create content in the form of blog posts, videos, infographics and more to provide information and establish authority.

If you combine CRO and content marketing, you can create a digital marketing strategy that will propel you towards your business goals.

But how exactly do you do that?

In this blog post, we’re going to discuss how you can use CRO strategies for better content marketing.

Let’s get started.

Create content with a goal in mind.

With Conversion Rate Optimisation, you often start with a goal in mind. These goals may include convincing users to:

• Subscribe to your newsletter.
• Start their free trial.
• Download an ebook.
• Purchase something.
• Contact you.
• Share something on social media.

This goal can serve as a guiding light for your entire digital marketing or content creation strategy. You know which calls-to-action and images to use for maximum results.

You are no longer figuratively stumbling around in the dark.

This same principle can be applied to your content marketing efforts.

Unlike CRO, the main purpose of content marketing is often to provide information, build awareness, and establish authority. It is often less measurable. Results may take a while to take effect and can come in different forms.

However, having a goal in mind when creating a piece of content can make measuring it easier.

Let us say you own a travel agency, and you’d like to boost sales for a tour package to Sydney. You can then decide to write a blog post about the ten spots in Sydney that only locals know about. Within your post or at the end of it, you can include a sign-up form for your tour package.

What I discussed above is a simplified version of combining CRO and content marketing. There are more steps involved in the actual process, but with the example, you can get the gist of the concept.

No matter your niche or goal, you can combine both CRO and content marketing to get better results.

Set a goal, and think of content ideas that will help you achieve it.

Prove you’re an expert.

Let’s say you’re looking for plumbers in your area, and you’ve narrowed the search down to two choices. Plumber A’s website has a modern design, testimonials from previous customers, and shows you photos of their plumbers.

Plumber B’s website, on the other hand, looks like it hasn’t been redesigned since 1997. There’s a page outlining their services and asking you to contact them for further inquiries, but that’s all. You have no idea what kind of work they do or who might come to your house.

The choice would be quite obvious.

If we want people to trust us online, we need to prove several times over that we are experts in our field.

Your landing page should tell visitors at first glance that you are an authority in your field. These are the pages that visitors first see when they land on your website through search engines. They’re often your homepage or one of your services pages.

Showcase your expertise by adding the following elements to your website:

Testimonials from Previous Clients

Testimonials show first-time visitors that previous clients were more than satisfied with your service or product. If possible, include a photo and a link to the clients’ website or social media profile.

Specific Numbers

Given the choice, would you choose to work with someone who has worked with one client or someone who’s worked with thousands? The answer seems obvious.

Most people would choose to work with businesses who’ve provided services or products to numerous people. A huge number speaks of years of experience and return customers. There must be a reason why they’ve worked with so many people, and that line of thinking builds trust.

As much as possible, include specific numbers in your website.

But what if you own a fledgling business that hasn’t served many customers?

You can still include specific numbers in your website copy in the form of results. These results could include timeframes or an improvement percentage. Strive to answer the following questions:

• Do you help customers achieve results in record time?
• Have you significantly improved a specific aspect of your customer’s life or business?

If you have quantifiable answers to the above questions that also happen to be positive, attempt to include them in your website copy.

Speed up your website.

According to a recent survey, most visitors will leave a website if it doesn’t load after three seconds. It tells you that no matter how incredible your content is, it will be useless if your website is slow.

Visitors won’t even see it, because they’ll be clicking on the back button and most like proceeding to a competitor’s website.

You need to speed up your website now.

Determine how fast your website is at the moment.

Before you begin taking steps to improve your page speed, you need to know where you stand. Armed with accurate data, you can then implement action plans that will yield the best results.

PageSpeed Insights is a free tool created by Google that measures page speed using data from Google Chrome users. Enter your URL and click on Analyze. It will then show you your page speed along with improvement suggestions.

Install a speed-enhancing WordPress plugin.

In the simplest of terms, the Internet is like a vast network where people send files to each other. These files vary in size depending on what they contain.

Your website, for example, could be made up of several files containing lines of code, images, videos, and so forth. To speed up your website’s loading time, you could minimise these files with the assistance of a plugin.

There are two common types of speed-enhancing plugins.

The first type is caching plugins. They download files into a user’s browser, so he will no longer need to download them the next time he visits your website.

The second type is minifying plugins. A code file could contain spaces and other unnecessary characters. A minifying plugin removes these unnecessary characters, ultimately making the file size smaller.

Some plugins can perform both functions.

Conclusion

When it comes to digital marketing success, Conversion Rate Optimisation and content marketing are vital. You can even apply popular CRO strategies for better content marketing.

Create content with a goal in mind. This goal will serve as a guiding light when you’re brainstorming and creating content.

Showcase your expertise in your content. Include testimonials, specific numbers, and other elements that show great you are at what you do.

Speed up your website. No matter how great your content is, it will be useless if no one sticks around to read it.

Cornerstone Digital is a web development company in Sydney. We’d be glad to help you create and implement CRO strategies. Call us on (02) 8211 0668 or email us at info@cornerstone-digital.com.au.

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Darlyn Herradura

A self-professed book and digital marketing nerd, Darlyn Herradura focuses on building trust between customers and businesses with the written word. She understands that creating valuable content is the best way to get found online and happily spends her time doing that.