In a recent webinar, Jon Powell of Marketing Experiments discussed a case study that resulted in a 331% increase in conversion for one of their clients. What change made the difference? Creating copy that appealed to multiple consumer personas.
As Powell discussed, multiple groups visit brand websites at the same time, so attempting to appeal to all of them with just one call to action doesn’t make sense. Instead, marketers, content creators and copywriters need to create multiple channels to give readers the ability to choose the call to action that is most relevant to them. How can you create that kind of content? Powell advises the following steps.
Optimize the number of paths
Too many choices can be confusing, and too few can fail to address valid concerns visitors might have. It’s important to discuss with the rest of your team (including your web designers) to determine the optimal number of options to offer your site visitors. Generally, that perfect number falls somewhere between two and five options.
Make it relevant
Site visitors need to see the value in something before acting on it, and the best way to make that happen is to make it relevant to them. Depending on your brand and your products or services, the easiest way to do this will probably be creating content that addresses users in different stages of the buying cycle. Remember, though, the content categories need to be very distinguishable. If the content you’re targeting at one consumers set is too similar to the content for another, you’ll undoubtedly confuse site visitors.
Weight the content equally
This is more in the design department’s court, but it’s important to weight the content equally on the landing page. Allow the site visitors to choose the content that’s most relevant to them, don’t influence their decision.