7 Conversion Optimization Tips: Convert Blog Visitors into Customers
If your business has an active blog, then you probably thrive
on creating new content and tracking the visitors to your
website who consume it then share it online. It’s exciting to
see your reputation grow as an authority in your field – and,
of course, you love watching all those leads convert to sales…
But are they? Unfortunately, a growing list of blog subscribers
and visitors doesn’t always translate into conversions. It’s
entirely possible to experience a surge in traffic but not an
increase in sales.
And of course, this is a problem – because although blog posts
are meant to provide information and entertainment to your
prospective clients, their main purpose is to gain more
customers. If your posts only bring in research traffic and not
converting traffic, you need to look hard at your blog strategy
and make a few changes.
Here are some tips on how to get your blog visitors to convert
1. Tailor Your Content to Your Target Audience
If you want to attract people who will read your blog then,
more importantly, buy your products and/or services, you need
to keep that content tight, tailoring it to the preferences and
requirements of your target audience. Many content creators
make the mistake of creating content that draws research
traffic instead of content that appeals to paying customers.
For example, if you’re a web design and marketing company and
you post content about how to create a good website or how to implement SEO
successfully, you’d use a different voice to target young
IT professionals with detailed industry knowledge rather than
older businesspeople running local businesses. Content like
“How Does SEO Help a Local Business,” or “Why You Need a Quick
Loading Website,” would be perfect for the older business
person with the local business, but wouldn’t be of much
interest to the younger IT professional. You can of course
target both – but only if you’re offering an appropriate
product or service, otherwise, what’s the point?
Buyer personas (profiles of your typical customer including
gender, age, industry, position etc) can be invaluable in
helping you identify your target audience – this free
template will help you get started on creating yours.
2. Choose Pain Points and Provide Solutions
Even if you understand your audience, it’s not always easy to
determine which type of content will appeal to them. Content
creators often struggle to come up with new and interesting
ideas for their target audience and that hampers their
progress. The best way to find topics for your content writing
is to determine what the
pain points are; these are problems that you struggle with
and seek solutions for.
These pain points are relatively easy to determine if you
conduct some research and look at your target audience’s
comments on your previous posts and social media. For example,
if your customers are small business owners, they may be
struggling with attracting foot traffic into their store,
reaching customers beyond their local area, and bringing in
more profits etc. Once you understand the pain points, you can
create content to address these pain points and offer solutions
in the form of your products and services. Don’t provide the
complete solution on a blog post; instead, ask them to call you
for more advice and assistance.
3. Understand the Buying Cycle
Customers go through a buying cycle wherein they discover a
need for a product or service, perform initial research,
investigate deeper with final research, and then make the
purchase decision. This is known to inbound marketers as the
Your content should target prospective customers who are in the
initial research stage of the buying cycle.
To encourage them to convert, your content needs to address
their requirements and pain points, provide workable solutions,
and convey your recommendations in a convincing manner.
The idea is to build trust and impress upon the prospect that
you know what you’re talking about. If your potential customers
see you offer good quality and comprehensive advice, they’ll be
more likely to get to the purchase stage of the buying cycle.
You need long-form and well-researched content to convince
customers to convert at this stage. They’re looking for
educational material, so ebooks, white papers and industry
research or reports are a good choice of content, and it may be
prudent to include keywords like ‘troubleshoot,’ ‘improve’ or
‘solve.’ The more information they find in your article, the
less likely they will be to look elsewhere and become
distracted from the purchase decision.
4. Readers Skim – Make it Easy for Them
Most people have short attention spans and they’re unlikely to
read all of your content thoroughly – check your average
session durations on your analytics but don’t be disappointed
if they seem low! Most readers will skim through the article to
get the gist of it instead of evaluating all the points written
in it – so you need to format the article to suit skim readers
as well as people who read carefully.
Make sure all paragraphs are short with no more than 3 to 4
Use headings, subheadings, and bullet points wherever
Add pictures related to the content that provides a visual
explanation of the content in your article.
Choose a clear and visible font.
Capitalize and highlight in bold words and sentences you want
to draw attention to and make sure your call-to-action is eye-catching
enough to nudge the customers towards a purchase.
5. Remove Distractions
You want your prospective customers to stay focused on the
content and reach the end, and your article should reflect
that. Every article must have a start, body, and an end that’s
consistent and in sequence. You also need to stick with the
theme and stay on topic. Don’t include comments or links that
distract from the flow of the content and draw the prospect
away from the topic at hand. It’s also been acknowledged that
readers spend most of
their time above the fold, so consider creating a
distraction-free environment there on your website.
If you want to include images, make sure they contribute to the
story of your article instead of distracting the reader from
it. Place all the reference links at the bottom of the article
so readers aren’t tempted to click on them and move away from
the page. If you intend to include links, be sure to provide a
snippet for the information in your content so the readers
don’t have to click on the link to know what you’re talking
about. For example, if you want to include a concept in your
content but don’t want to describe it in detail, include a
short but clear definition and then add a link. This reduces
the likelihood of the reader moving away from the page.
6. Link to Sales Pages
Not all links are disruptive and distracting. Some links
actively encourage conversation and will help increase sales.
At key points of your article, include links service or sales
pages and guide the prospect
through the purchase process. Links to sales pages ensure
customers don’t have to search for products or services
themselves and step into the next section of the sales funnel
When customers read your content, you build traction that
ultimately leads to conversion. If you interrupt the flow by
forcing the customer to look for products and services related
to the content, you’ll lose that traction.
7. Market Your Content
content on social media, offer free giveaways in exchange
for subscriptions and email addresses, send newsletters, and
encourage people to share your posts with their connections.
Promotion will lead to more audiences and that will lead to
more conversions as well.
You can also engage your audience in the comments section and
reply to any questions and comments they have as quickly as you
can. Answering a question promptly might encourage the readers
to convert immediately. Positive customer feedback will
undoubtedly encourage more leads to convert.
Don’t forget, though, that there are a number of factors that
can lead to poor conversion rates. If you’re in the middle of
an economic downturn, or your product isn’t targeted correctly
– or just isn’t very good – then your blog won’t convert to
sales, no matter how well-written and well-targeted the
content. You can’t influence factors that are out of your
control, but the steps mentioned above can help you steadily
increase sales and develop a good converting customer base.