Compile Information The more you know, the better it is for you. When it comes to inbound marketing, having enough knowledge helps you market better. Modern-day online marketing techniques thrive on their ability to collect and leverage info. So, before you begin optimizing the conversion path, you need to collect data. The details you are going to need are: Catalogue of the Site's Content: Create a list of every content offer, blog post, site page, etc. Make sure you check all content, the buyer's persona it serves, and where the visitors regard their buyer's journey. Current Customer Data: By talking to the customers, you might already have some data with you. However, you need to collect as much data as possible. Learn about how they converted and what their pain point was. Website Usage Data: You need to find out how people are using the website and their clicking. You can use heat mapping software to find out how people are using the website. The reports will help you change the design to improve your conversion rate. Collecting information gives you a sneak peek into your customer's mind. Find out what drives them to convert and learn about the gaps in the conversion strategy.
Check the Site for the Deadlock Errors Sure, content is the king of conversions, but simple mistakes can lead to a detrimental effect. You can have the ideal content on your site that takes the customers by surprise, but it will fail to generate any leads if people fail to find it. A few of the deadlock errors you can commit are not creating links and call to action for the landing page, grammar or spelling mistakes, broken navigation elements, etc. All these can make the visitor lose interest in the brand. However, it is easy to find errors and correct them. You might already have a sitemap and content list with you. Check it to see if the navigation lets the website visitors access everything. You need to test the website regularly to look for errors like format problems and broken links. Since it is time-consuming, you should do it once a month and after a major site update. Make sure your landing page is not poorly optimized.
Add Context-Relevant Content for the Holes in the Conversion Strategies You might know who your customers are and the different ways they use it for finding the site. So, now you have to take out the old content spackle and fill in the gaps. The content that is optimized for the buyer's persona is good. But it is also necessary to ensure that you have a range for each person at every step of their journey. The journey from start to finish is as follows: Awareness, Consideration, Decision. A few models might have some additional phases to the journey, but this model works well enough. The most challenging part is to design the content for every step of your journey. The consumers still in the awareness phase might not have heard about your business. So, they might not use search terms that will mention your brand. Hence, content for the awareness phase has to be broader. Customers in the consideration phase have a specific problem or particular need. They are researching the options they have at hand. Content for this stage has to be more promotional and highlight the product's benefits or service for the problem. In the decision stage, the customers have already done their research and are ready to convert. So, your content for this has to be strongly-branded and highlight the benefits of using it. Create content for each persona at each step of the buyer's journey until you get something for everyone.