11 Simple Steps To Improving Conversion Rates
Posted in Persona Marketing & Development on March 25, 2013
The key to improving conversion rates is writing compelling content that your target buyer will love. Marketing is no longer about blasting and promoting your products and services; it’s about curating, creating and engaging potential buyers.
The content marketing industry is in a shuffle. Some marketing directors understand the value of content marketing strategies and are scrambling to put something into place. Other directors know the value of improving conversion rates. Both of these efforts are among the top priorities in 2013, so it’s important for marketers to focus their efforts in the middle of these two. Again, great content and simple design are the keys to success.
According to Barry Feldman, a content marketing creator and consultant, marketers must also understand how to get website visitors to “click around and stick around.” Feldman recently posted on the Convince & Convert website about how some marketers really stink at this.
Here’s a quick wrap-up of his 11 “conversion killers.”
- Conversion aversion: If prospects scour your homepage looking for instructions on what to do next and come up empty, you’re going to send them away. Furthermore, if you send first-time visitors to a contact page to fill out a form, this is just as bad.
- Page pollution: Learn to love white space. Avoid pages that are crowded and confusing as well as auto-play audio and video.
- Keyword disconnect: The term that the person used to find your content needs to jump off the page. If your landing page doesn’t reassure the reader that they’re at the right place, they’ll leave.
- Buzzword babble: People don’t know your jargon. Get rid of it or at least save it for the product pages and data sheets.
- Incredibility: If you want people to leave, give them reason not to trust you. Give them social proof that you know what you’re talking about with a great blog full of articles, videos, whitepapers and other kinds of reports and testimonials.
- No help: Too many businesses welcome people to buy, rather than helping them solve their problems. Don’t be pushy.
- A one-way web: The Internet is a place for give and take. Shoving information one way is an easy way to fail. Give people a chance to subscribe to you, email you or ask questions. Listen to them and interact.
- Anti-social: People want everything to have a social function. If you deprive people of sharing opportunities, you’re locking yourself in a dark and empty room.
- Hard sell: You wouldn’t propose on the first date, so don’t try to sell to first-time visitors.
- Unsearchable: Always include a search field.
- No direction: Failing to provide clear directions will send people running for the hills — or worse, another website. Provide an obvious call-to-action on every page.
Source: Convince & Convert