Think about it like this: do you want your buyers to just go to your website or social site and do nothing else. No, you want your buyers to engage in your site. You want them to be enticed to do something more. You want them to convert through your sales funnel.
5 Ways to Evaluate Your Content for CRO
That means your content must be high quality and optimized to convert.
Here are 5 tips to help you evaluate your content for CRO – Conversion Rate Optimization.
- Does it answer your audience’s nagging question? Provide content that answers your target audience’s problem or question they are seeking the answer for. Why are they searching online?
- Does your content have irresistible headlines that hook your reader? It’s the first thing they read, the first impression you make, the first chance you get to hook em.
- Does your content have a goal? Do you want your reader to subscribe, share, like, or buy? Make sure the goal, the Call to Action, is clearly defined and easily accessible.
- Is your content providing valuable, educational information? Every reader should come away with something they didn't have before. Make your content worth their while, and they'll come back for more.
- Is it entertaining? No matter the product or service, there is opportunity for creativity and entertainment. Your readers want to be entertained. Get them to the CTA with copy that's brilliantly written.
Remember, in today’s digital world, you only have seconds to capture your audience. Do it with content they can’t resist.
A key content area for conversions is the actual sign-up or registration form. Whether your audience is signing up for your e-newsletter, a white paper or a webinar, the content on that registration form must be optimized for conversions.
4 key content tips to CRO on your forms:
- Keep it short. A 2015 study showed the average attention span at 8.25 seconds – less than a goldfish at 9 seconds.
- Keep it simple. Your reader wants to easily move through this process. Don’t lose a conversion with a form that is complicated.
- Provide value. Clearly let them know what they are signing up for and make it valuable
- Make it mobile friendly. Statistics from 2015 show that Mobile internet surfing time is now passed desktop and other mediums, mobile at 51% compared to desktop at 42%.
Conversion optimization should be an ongoing process that involves analyzation, strategy and testing throughout your website. When a tactic is not converting, have a plan for how to analyze and test for conversion rate optimization.
