Conversion optimization is the primary technique associated with conversion marketing. Developing website content, email marketing messages and other digital marketing campaigns that compel users to click through to more content with well integrated calls-to-action improves the likelihood that a content marketing material will generate qualified leads and sales.

Page design for conversion optimization

Conversion-optimized material should consistently encourage website visitors to click through to the next pages in the process. Directing consumers along a purchase path relies heavily on value props, but page design also plays a major role in truly optimized content and web pages. Conversion buttons or links to ecommerce pages should be in natural positions, where they’ll be most likely to drive a reader to click the call to action without having to scroll up or down.

See also: Calls to Action

Quality content as a conversion optimization tool

The expansion of integrated marketing campaigns places a major emphasis on conversion marketing as a function of content marketing. The use of SEO to drive website traffic and the use of content to demonstrate a business’ understanding of an industry means that websites must compel users to act on CTAs and convert through each page as any page could serve as an entry page.

The language of content published and shared by a brand must engage prospects, and then the distinct CTAs for individual web pages should match the content – in terms of quality and subject matter – to get relevant audiences to click through to service landing pages, product pages and/or shopping carts on a site. Additionally, these key conversion pages must contain quality content that adds value and compels users to act.

Here are examples of content strategies that have boosted conversions: