There are innumerable sources on the internet that claim to improve your conversion rate with “simple tricks” that manipulate SEO practices or are too vague in meaning to be practically useful. However, one of the most important things we've learned from Google’s Panda updates is that simple online marketing tricks that don’t provide value won’t be effective past the next algorithm update.
If you really want your conversion rate to improve, you need to recognize that in today’s post-Panda internet, content is king. So, if you’re looking to attract paying customers, improving content is the way to go. If your content isn’t diverse, engaging, and relevant to your audience, it won’t benefit your SEO or your conversion rate.
Your conversion pages – where customers fill out a lead form, make a purchase, or take some other action – can no longer survive if they don’t contain diverse content. More than just the words on the page, content encompasses all manner of materials that you can place on your conversion pages. Consider adding the following to your pages to make them more diverse:
- Product or service testimonials by real people that describe the value of what you’re offering. Business.com reported, “90% of online customers trust recommendations from people they know and 70% trust unknown users.” It can make all the difference in converting.
- Infographics that present information about your product/service in a visually interesting, organized, and engaging fashion. Infographics take the data from research studies or whitepapers and boils it down to the most important statistics, points, and conclusions.
- Polls, quizzes, and reviews that engage the viewer, ask their opinion, and show how their responses compare to other visitors.
You can post the most interesting, diverse content on your conversion page and still garner no results if that content isn't relevant to your audience. Who comes to your page? Who makes conversions? Where are they coming from? What are their interests? What makes them want to convert?
Use your analytics software – as well as the results from your on-site polls, quizzes, and surveys – in order to learn more about the visitors coming to your page, especially those that successfully make a conversion.
Base your content strategy around the customer profile that results from this data. It should be relevant to their interests, provide the information that they are looking for, use the right tone of voice (conversational or professional), and engage them in the ways that they wish to be engaged.
- For example: A website that sells framed paintings should know whether their customers purchase their product for homes or businesses. A customers who buys a painting for their living room has a much different set of needs and interests than an office manager who buys one for their lobby.
Social media, already an ubiquitous online presence, is expected to grow 37% over the course of 2013 (Bluewolf). The volume at which content is shared on Facebook, Twitter, and other social media sites is considered indicative of its value by users, social media platforms, and the search engines themselves. Therefore in order to improve your conversion page, you need to look at it through the lens of social media engagement. Consider your conversion page and ask:
- Is the content shareable (do you have share buttons installed on the page)?
- Is the content worth being shared?
- Does the user gain value from sharing the content?
You’ll know that your conversion page content is diverse, relevant, and effective when it is frequently and regularly shared over social media. Be aware that a key element of content marketing is keeping it fresh. It’s not enough to update your pages just the once – they need to be frequently changed and added to in order to stay relevant.