Here's 5 tips that will help you take the frustration out of conversion rate optimization, and start turning your traffic into the leads that you really want.
Your headline copy matters a lot more than you think.
In fact, Neil Patel of KISSmetrics was once able to boost his conversion rate by 40% by tweaking his headline copy from this:
KISSmetrics helps you get actionable metrics for your business
to this: Google Analytics tells you what happened, KISSmetrics tells you who did it.
The string of words you select has the ability to create interest, convey value, and serve as the difference between money in your pocket or another opportunity lost at sea.
Unfortunately, more than often headline copy doesn't receive the attention it deserves. For many content creators it comes as an afterthought once all of the heavy lifting has already been done, but in actuality it should be your first priority.
Well, according to Copyblogger, 8 out of 10 people will read headline copy, but only 2 out of 10 will read the rest.
Speaking of Copyblogger, those guys are headline writing sorcerers. Seriously, check out these examples of their best headline wizardry:
53 Freelancing Mistakes That Are Costing You Clients, Cash, and Credibility
How to Write Damn Good Sentences
2 Reasons Why People Don't Click Your Buttons... And How to Overcome Them
5 Tips For Turning Drab Information Into a Tantalizing Tutorial
Much more effective than your average "5 Ways to Write Better Content" approach right? These headlines gain traction because they are is benefit-driven, actionable, and unique.
When you approach your next headline, think of it as a way to set your potential reader’s expectations. This will help you put forth a title that is well-suited for the content that unfolds beyond it.
Keep in mind that you are competing for their time and interest, so make sure that you make the value known immediately.
Appeal to Emotion
Remember your first break up? How about that pint (or two, or three) of Ben & Jerry's you consumed in the weeks that followed?
While most of us aren't normally on a 24/7 ice cream diet, in that moment it was our feelings that drove us to such excessive consumption.
Simply put, emotions drive decisions.
I remember the first time I saw one of those animal cruelty commercials with the Sarah McLachlan soundtrack. I must have been 10 seconds in and I was already ready to donate my life savings and then some.
While I'm sure most of you can relate, it's clear that there is an important lesson to extract from this type of emotional appeal - it works.
Common emotional triggers include things like guilt, fear, trust, competition, love, and comfort.
While consumers are being blasted with advertisements, sales pitches, and mediated messages on a regular basis, you have to arm your content with a unique resonance if you wish to break through.
Tapping into these emotional triggers will provide you with the ability to make the consumer feel something that they can't ignore.
Specify Until You Can't Specify Anymore
"In content marketing, relevance is a function of specificity [...] Granularity boosts relevance. Relevance boosts engagement. Engagement boosts conversion." - Doug Kessler
In order to advance conversions, businesses must learn how to identify the big-picture content, and focus on "DJ-ing" it in a way that is highly targeted.
There is no room for fluff.
If you're hiding the value behind a bunch of long-winded, overly complicated blocks of text, you're not impressing anyone.
If I'm not engaged in some way, shape, or form, I'm not buying.
Businesses harness the power of relatability are the ones who are going to see the greatest success.
One of the best examples I've seen of this type of marketing recently is this bit of content from HubSpot:
116 Harpoon IPAs??? I'm sold.
This unique approach is so effective because it speaks the language of the audience.
It takes the savings and quantifies it into something tangible that people can more easily rationalize and relate to.
It builds a connection.
A connection can also be built through the act of storytelling. When you think of your content like a story, you increase the likelihood that your audience is going to feel intrigued enough to carry out the next action.
Quick, what do you have in place to reassure them that your promises are a reflection of your ability to deliver?
The simple truth is that prospects are constantly seeking a third opinion. They've read into yours, they're starting to develop one of their own, but they want someone or something else to make them feel safe before taking the next step.
When someone comes to our website, they might love what we are doing on our blog, or they might think we have an impressive "Why Us" page, but case studies have the ability to highlight value over all of that.