Make the most of your content by turning your readers into subscribers, customers, and loyal followers. You’ve already created something great. Now let’s make it convert.
If a visitor reads your content and then leaves, did they even visit at all?
Visitors who consume your content and then leave can still be valuable to your business–display ads, brand awareness, etc.–but if your goal is to get them to do something and they don’t do it, what was the value of acquiring that visitor? Unless you’re making money off ads, traffic itself is worthless. Traffic that converts is what’s valuable.
A visitor that reads your content and then leaves is a lot like a bear that…well, you get the analogy.
Are you making the most of your best-in-class content?
Lead generation and conversions begin with creating great content and driving traffic to it, but it doesn’t end there. Let’s assume your content is awesome and your readers love it. They want to hear more from you. They want to buy the product you’re promoting. Give them a way to do it. Content optimization is the process of finding the best way to get people to act on your awesome content, and it involves a cycle of measuring, testing, and modifying.
Exit intent pop-ups (like this one on an article about exit intent pop-ups) are a great and relatively unobtrusive way of providing value to visitors before they leave. Upwards of 96% of visitors will never come back, so this is your last chance to grab them.
When you hear the phrase “conversion optimization,” what do you think of?
You probably think about button colors, button text, form headings, etc. Those are all factors that can have an impact on your conversion rate, but they’re all micro-level strategies. These strategies are important–and I can help improve your conversion rates by combining these strategies with A/B testing–but you probably aren’t going to triple your conversion rate because you changed your button color from green to red. To do that, you usually need to think big.
HubSpot found that red buttons outperform green buttons by 21%. Awesome! Right? Well, a 21% increase on a 2% conversion rate leaves you with just a 2.42% conversion rate.
If you want big improvements, you often need to make big changes.
If you’re underwhelmed with your content’s conversion rate, take a step back and put yourself in your visitor’s shoes: Why would they want to give you their email address, buy your product, or click your link? What do they get out of it? A lot of the button-color, micro-level strategies feel like deception and trickery to me. Sure, there are psychological factors at play that can increase the odds of your readers clicking a button, but focusing on this stuff is neglecting to focus on their user experience and providing them value. If your readers aren’t signing up for your email list, you need to convince them that you’re worth it. That requires a big picture approach.
Brian Dean redesigned the homepage of Backlinko to turn it into a glorified squeeze page and saw a 10x increase in conversions overnight.
Curley Creative’s lead generation & conversion optimization approach
If you’re unhappy with your website’s conversion rate, I can help you diagnose the problems and correct them. This is the process I’ve used to grow multiple email lists and achieve sustained 40% affiliate link clickthrough rates.
Understand Your Goals
Whether you’re a B2B business selling your services, a B2C business selling a product, an affiliate site earning commissions, or anything else, the first step is to understand your goals. What do you want your readers to do and how does that improve your bottom line?
Identify Your Top Content
Your home, about, and blog list pages are probably among your most visited. Are they optimized? What other pages are your visitors already reading? How do those pages contribute to lead generation and conversion?
Assess Baseline Performance
This is all about measuring the original state and identifying opportunity. You can’t know if you’ve improved if you don’t know where you started. With A/B testing we can measure baseline and changed states simultaneously.
Deliver Macro-Level Value
How can we create something to provide value to the reader? Frequently this takes the form of content upgrades where visitors get bonus content in exchange for joining your email list.
Test Micro-Level Changes
Macro-level changes deliver value to your visitors and often yield big results. Micro-level changes and A/B testing can help take a page that converts well to one that converts great.
Rinse & Repeat
The Internet evolves quickly and user behavior changes rapidly. Macro- and micro-level strategies that used to work may lose effectiveness over time. Creating a plan for repeating this process ensures long-term growth.