Learn how to use data and optimized content to help drive your customers down the sales funnel and to a conversion.
Digital Marketing Weekly: Issue 184
What Are the Steps of Conversion Optimization?
When creating content, the overall goal is always to increase conversions. However, the issue with that goal is that businesses want to see results now and will try to take shortcuts. But sadly, there are no shortcuts when it comes to increasing conversions. Increasing conversions takes time, patience, and consistency.
As we all know, inbound marketing is very important for attracting new customers and growing your business. The key here is to create useful content that will entice potential customers to give your business their information. Obviously this is easier said than done, but with the tracking capabilities that are now available, you can create an effective conversion path that will guide customers through the journey of becoming a customer. So, what exactly is a conversion path?
When was the last time you quoted a stat to someone else?
Most likely you’ve done it in the last couple of days. I’ll bet it was easy to hang your hat on that number—it rolled off the tongue and made your argument more believable. That’s the power of data—it provides an anchor for information and it lends credence to the point you’re making. Plus, let’s be honest, data makes the information feel more scientific, more specific.
If your content isn’t performing as well as you expected, or old pieces you published a few years ago are no longer relevant or pulling their weight, it’s time for an update.
Specifically, it’s time to optimize your underperforming content.
This is the process of updating, tweaking, editing, and rewriting old content that’s not pulling in ROI.
