If you’ve developed your content marketing strategy, planned your publishing schedule and honed your writing skills, you’re probably driving relevant traffic to your website.
If your conversion rates are still low, don’t fret; you’re facing one of content marketers’ most frustrating challenges.
Although it’s possible there are fundamental issues with your business—such as no demand for your product—it’s more likely your site needs a few simple tweaks.
Try these six tips:
1. Write a compelling call to action.
Perfecting this technique can multiply the number of leads generated from your website.
Instead of using dull imperatives such as “sign up” and “click here,” choose creative language that speaks directly to your customer.
Consider Dollar Shave Club’s “Do it”:
Say, “Get your free report,” instead of, “Order your free report.” The former highlights what the customer will gain from the report, not the effort it will take to obtain it.
Simply adjusting the size or text color of your call to action can also work. Diverting from your standard palette could draw more attention to the call-to-action button.
2. Add click triggers.
These bits of text reassure visitors about their decision to click on your Web address.
Although they seem simple, click triggers can generate consumer trust in the vital moments before a potential conversion.
Some options include:
- Product ratings
- Customer testimonials
- Extra information about products such as “top sellers” or “most popular” items.
- Benefits, such as free shipping
- Next steps
3. Use an exit-intent pop-up.
Pop-ups often interrupt the natural flow of users’ Web surfing and are usually closed before a single word of the message has been read.
When used with proper timing, however, a pop-up can be your chance to capture a visitor’s contact information.
Exit-intent pop-ups work by tracking the movements of users on a website. If a user shows signs of leaving, a special offer or opt-in form will display on their screen as a deterrent. From discount codes to blog subscription offers, these can convey any message you desire.
4. Simplify your forms.
Filling out online forms is a chore.
If you’ve spent time and effort attracting customers to your website’s landing page, it would be a shame to lose them over a lengthy form. RELATED: 11 Essentials for a Stellar Online Newsroom.
Using the minimum number of fields possible will increase your conversions. Bumbl reduced its contact form from six fields to three, and it more than doubled its conversion rate.
5. Optimize your site for mobile devices.
Google says more people search on mobile devices than on laptop or desktop computers.
You should expect that about half of your website’s visitors will be accessing your site from a smartphone or tablet. To ensure this runs smoothly, it’s crucial that your website and conversion process are optimized correctly.
Your loading speeds must be up to snuff—given that mobile connections are usually slower than desktop, The longer people have to wait, the more likely they are to abandon your site.
Amazon found that if its Web page took one second longer to load, it would cost the company $1.6 billion in sales each year .
6. Remove distractions.
Purging unnecessary links from your site makes visitors less likely to turn their attention elsewhere. To ensure users’ attention stays put, remove such focus thieves as images, sidebars and dated promotions or offers.
HubSpot found that removing the navigation bar from landing pages can increase conversion rates by as much as 28 percent.
When it comes to successful conversion, less is usually more.
Greg Miles is the founder and managing director of Bumbl, a U.K. digital marketing agency. Connect with Greg on Twitter . A version of this story originally appeared on The Content Marketing Institute blog.