13 Content Creation Tips to Increase Conversion Rates (with Case Details)
Improving content conversion rate is the demand of almost all content marketers and also the biggest pain point. Whether it’s a WeChat article or a website page, your goal is to get users to click, subscribe, or even become customers and pay for your products according to your expected trajectory. But how do you increase the conversion rate of your content? The following article will demonstrate 13 practical techniques with case studies. 1. Use keywords Copywriters have used keywords for years in an attempt to attract attention and evoke emotions in readers. Check out this ad from David Ogilvy himself: Notice all the underlined keywords; they solve the boring problem and paint a vivid picture of the product. 2. Highlight the key points in the first paragraph According to a Microsoft survey of 2,000 people, the average attention span per person today is 8 seconds (down from 12 seconds in 2000). So when someone lands on your website, you only have a few seconds to grab their attention. Aside from the obvious (e.g., increasing internet speed), one way to do this is to follow the inverted pyramid approach to writing. Present the most important information in the first few paragraphs. Some media outlets have already followed this strategy, for example, The Daily Mail. 3. Use visuals instead of words Research shows that we process visuals significantly faster than text. For example, you can look at how Seth Godin uses images on his website. Instead of a traditional "blog" link, the site asks you to click on Seth's header to read his blog. Combined with bold colors, this visual action is much more powerful than a text link. Also, notice how Seth uses his expression to draw your attention to the navigation menu. This is a clever example of using “eye focus” to emphasize a specific element on the page. If you want to emphasize something, use visual elements instead of subtle words. 4. Keep emphasizing value in your guidance Your content can be process-oriented (“Sign up for our Conversion Optimization course today!”) or value-oriented (“Sign up for our Conversion Optimization course and get an 86% boost!”). The former describes an activity, and the latter describes what value the activity creates. As you know, customers care more about value than process. A headline that promises to help customers get more out of their blog is more enticing than simply telling them how to use a blog. 5. Avoid ambiguity Which title do you like? (1) Learn how to capture hundreds of leads (2) Learn how to capture 2,358 leads in just 30 days Although the headlines convey the same concept, I believe most people will choose to believe the second headline for a simple reason - it is more specific. Rather than hinting at “hundreds of leads,” it gives exact numbers and times in the framework. For example, Brian Dean gives an exact number in the title of one of his blog posts. 6. Use questions to guide your readers Questions are the writer's most common weapon. They are good at transformational writing because they frame a question and give the reader enough space to respond. This is a great example of a classic ad—"Who Owns Sears?" You can use questions like these to elicit responses from your readers. For example, Rohan Ayyar sets a question in the title content: 7. Use the “chain” method to attract everyone’s attention The most effective way to increase the readability of your content and grab your readers is to:Use a colon to write your thoughts on the next line.In copywriting, this is called “bucket chaining”—breaking one idea into multiple channels to keep the reader interested. The bucket-brigade style is particularly effective in the introduction section of an article. A good example is a recent article from CMI: Combined with arrows and bold text, a “bucket chain” helps content stand out, making it more reader-friendly, which equals better engagement. 8. Treat your users like elementary school students One of the core principles of writing is to reduce complex words, eliminate legalese, and keep jargon to a minimum. Check out this classic Rolls-Royce ad by David Ogilvy: Even when describing a complex machine, such as buying a car, the ad is written simply and clearly. On average, you should write for an audience of 10-13 years old. This means simple words, sentences, or even shorter paragraphs. For example, this article shows up on your email list—it’s something that even readers with limited English proficiency can understand. 9. Cite an authority Robert Cialdini, author of Influence: The Psychology of Persuasion, says authority is one of the six key principles of persuasion. "If the information comes from a recognized authority, it can be a valuable shortcut in helping the audience decide how to act," he wrote. We follow authority figures and trust their judgment more than anyone else's. You can use this principle of persuasion in your copy by quoting authority figures. This could be in the form of a citation, a testimonial, or simply a reference to an authority or publication. Tim Ferriss’s website is a great example: Citing an authority in your content is another approach, with statistics from someone who is recognized as an authority in your field (like I did). For example, the blog quotes David Ogilvy discussing creativity and writing: 10. Use terminology effectively There are some terms that will make the reader want to sleep. However, in some cases, a strong case can be made for the term being effective, and your target is the expert. Dilemmas and approaches based on trust and distrust in organizations: "Members of an organization can use a certain type of technical language, common language, and so on. They are members of a group." When used effectively, terminology speaks to the reader’s mind, and you become “one of them” and understand their problem. Publish content targeting terminology frequently used by industry professionals. Marketing blogs, for example, often use “CTA, CRM, KPI” etc. not only as a shorthand but also to prove to readers that they understand marketing. For example, the SMX Advanced Conference in the search industry uses industry terms like SMX, SEM, and SEO. This is purely non-market terminology and has absolutely no meaning, but it represents professionals who are familiar with the industry. Use similar terms in your content, but make sure to use them sparingly if you don’t want to overly impact your readability. 11. Adjust content titles According to David Ogilvy, “Five times more people will read the headline of an ad without reading the body copy.” He spent months tweaking the headlines and even figuring out the content of the body copy. The title should be designed to capture the reader's first stop. It doesn’t matter if you use the correct sentences and structure if your title fails to grab the reader’s attention. For example, a study of the most widely shared New York Times articles showed that outrage was greatest on the sharing sites where the articles were shared: 12. Make your CTA button more precise Just like you don’t want your title to be vague, you also need to get users to take action. If you want your readers to take action — subscribe to a blog, watch a video, or sign up for a free trial — this may drive you to the results you want. Take a look at the CTA button (Call to Action) on the website of the broadcast screen: 13. Selective commitment No matter how great your sales pitch is, your customers will still have fears, uncertainties, and doubts “before they buy.” For example, instead of giving customers a three-month term, give them the option to use your product or service. Salesforce gives customers two options—watch a free demo or try it. Netflix is even better, with its website stressing that services of this nature are "guaranteed forever" and that you can join at any time with free cancellation. Content can be a challenge even for experienced writers. To keep readers engaged, you need to grab their attention from the beginning, and once they finish reading, you have to convince them to click the CTA button and become a paying customer. However, you can keep growing your readership by following these tips. By focusing on the big win — writing better introductions, headlines, and CTAs — it’ll be much easier to beat your competition in conversions. Your APP |
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