When you create content for your blog, it’s important to know how well it works, both in terms of delivering your message and getting your readers to take the action you want them to. After all, you don’t want to spend time creating content that isn’t going to deliver the results you want.
To get the best results for both you and your audience, you need to know and understand your content’s conversion rates.
Conversion rates are one of the most important metrics you can track for your business success. It doesn’t matter how much traffic you drive to your site if it doesn’t convert. And if you don’t know how well your content is converting, you are, in essence, flying blind.
What is a conversion, anyways?
How a conversion is defined depends on what your goal is. Three of the most common conversion rates are
- content downloads
- sign-ups to your email lists
In a nutshell, a conversion rate is created whenever a customer takes an action that you can track.
The common thread for all conversions is that they will either create immediate revenue or will push prospects to another phase of your funnel so that they convert into revenue later.
So how do you get the conversion rates you want to ensure your business success?
Here are 5 tips for increasing your content conversions
Tip #1 Create more Calls to Action
In order to get your readers to take an action, you have to provide them with the opportunity to do so. You can’t complain about low conversion rates if you don’t have any calls to action on your site for your readers to take advantage of.
Give your readers plenty of opportunities to sign up for your list, buy something, download a freebie, or even share your content on social media.
You can add your offers in sidebars, in your posts, across the top or bottom of your page, and even in popup windows. Don’t go so far as to completely cover your content in calls to action, but do test and see which ones get the best conversion rates. No two audiences are the same, and you’ll want to find out what your audience likes so you don’t run the risk of alienating them.
Tip #2 – Put a Call to Action at the end of your content
You’ve probably seen offers for content upgrades at the end of blog posts. They’re those bold buttons at the bottom of a post that offer more information on the topic. Content upgrades are a common strategy that many bloggers are using to increase their list building conversions.
Because they work.
In a case study published on the Buffer Blog, Brian Dean shares exactly how he got a 134% increase in conversions just by making small tweaks to his site. The content upgrade was a huge part of this.
Tip #3 – Make Taking Action Easy for your readers
People have short attention spans these days, and if you make them jump through hoops to get something, they’re going to pass on your awesome offers.
Make things easy for your audience by ensuring that your site is easy to navigate, and that all your forms are short and easy to fill out. The common practice these days is to only ask for an email address… you can’t get much easier than that.
Above all, make sure you test your sales processes before you go live. There’s nothing more frustrating for a customer who wants to buy something than to have the sales process fail because of system errors. It’s frustrating for you too, because when they leave your site frustrated, they most likely won’t come back again.
Tip #4 – Keep your Calls to Action clutter free
There’s already a ton of noise online, and we’ve all seen those sites that are so cluttered with advertising it’s hard to find the real content. Don’t be like them.
Rather than bury your calls-to-action among a ton of other content that engages your visitors, keep the surrounding area as clutter-free as possible.
Don’t stick your CTA next to links for related content or next to a banner ad because all you’ll end up doing is dividing your readers’ attention.
If your CTA is the only thing that catches their attention, it’s much easier for them to decide to act.
Tip #5 – Limit the options for taking action
If you’re giving your customers options, it’s best to limit them to two or three choices. The more options someone has, the more likely they are to freeze and get stuck in analysis-paralysis mode.
Going back to Tip #3, it’s important whether your call to action is to get the opt-in or make the sale, you must make it easy for your reader to decide and act.
These are just a few tips for increasing content conversions, but they will get you started thinking about it. One thing to remember is that in order to get your readers to take action, you have to take action first and create content and products that entice them to want to sign up for your list and buy your products. And finally, always be testing and tracking so that you get the best results.