Ask the Experts 6/10: Pillars of Conversion Optimization, Content Marketing on a Budget
Q: I want to improve my page’s conversion rate. Where should I start?
A: A quick review of the page’s purpose, the traffic it’s getting, and how you’re promoting it will help you identify any gaps in between your goals and your results. These factors will vary drastically depending on the industry you’re in and what kind of conversion you’re looking for.
One place where you can make changes instantly is the page copy. Was it written with the right audience in mind? Is it easy for that audience to read and understand, or is it full of jargon? Is there too much copy—could users lose interest before they get an opportunity to convert? Or is there too little copy, leaving visitors under-informed and less likely to buy in? If you find you’ve got significant updates to make to your landing page copy, it may be time for another round of A/B testing.
You should also reexamine your segmenting practices. Review user behavior, historical analytics data, and any personas you’ve created to double-check that your landing page is designed and written for your target audience’s optimal user experience. Take advantage of tools and methods like click tracking, which can provide you with more detailed insights into how visitors interact with the elements on your landing page.
Q: I have limited time and resources to devote to my content marketing. How can I save time and money and still see results?
A: To get the most bang for your buck, learn how to poach your own content.
White papers, blog posts, presentations, press releases, case studies, testimonials, and even Tweets can all be reworked and repackaged to suit the content needs of the moment. You don’t have to reinvent the wheel and write something new every time you create a landing page or prepare a newsletter—take a look at the content and media you’ve already made and see what can be useful in your current project.
Review traffic and engagements on previous content offerings, like downloads, pages, and blog posts. Prioritize high-performing content and pieces that did well with the audience you’re targeting in the past, and see what you can glean from them to address current content needs. Many companies have a treasure trove of content that they don’t even realize they can tap into—sometimes even a well-worded, informative email can be repurposed.