Writing great content. Choosing the right headline. Getting people to read it. What’s next? Sometimes we tend to neglect the last and most vital part of content marketing – converting blog readers to users.
Think of it this way: increasing the conversion from your blog by even 10% gives the same result as raising the traffic by 10% or writing 10% more posts.
With small tweaks, it’s possible to double or triple the conversion rate, which is the end target. Most of the time, increasing the conversion rate can be done easily by adding a certain button or the right link.
First of all : choose one call to action.
When we first started our blog, one of the major call to actions was “subscribe to our newsletter.”
We found out that users who subscribed were unlikely to check out the homepage and sign up for the product. Therefore, we decided to remove this call to action and focus on converting more users from the blog to our homepage. Removing other call to actions increased the conversion to the website by 10%. Another interesting thing we noticed is that using less clickable items hardly reduced the number of total clicks. Don’t lose potential users by choosing the wrong call to action.
We have over 50,000 monthly unique visitors to our blog (tech blog for developers). These are the changes which led us to a 6% conversion rate of the blog readers to the website. It means over 3000 monthly visits of developers to our website which resulted in thousands of users.
1). How to lead to your product page without breaking the reading flow?
If a potential customer is reading a post, it’s easier to convince him to read another one while they are already reading. Most blogs and websites offer ‘read more’ options at the end of the post. We decided to integrate links to our product in this context. Unlike most of the other links, we don’t take the user to the homepage, but rather to different parts of the website which answer concrete questions.
Here’s an example of how most of our posts end: The first link points to another post on our blog with a related topic, the other two links take the reader to more info about the product. Notice that these links offer more data on how to do something, just as a post does.
