Creating Content That Will Drive Conversion Rate Optimisation

Getting traffic is just one part of the battle when it comes to building a successful ecommerce website. Once you have the visitors on your site, the next challenge is to turn them into paying customers. To do this, you need a great layout and great content.

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There are a lot of companies offering website design that have a lot of experience with designing sites that are easy to use, fast to load, and built to convert. Nevertheless, you will probably be the one populating the site with content, and if that content is not persuasive, it will not do its job of making users click the “buy now” button.

Giving Customers What They Want

The first step towards creating content that will convert is figuring out what customers want. You need to understand your customers and why they behave the way that they do before you can start to sell to them.

According to eConsultancy, 58 per cent of companies are now using customer journey analysis to understand their customers.

Once you understand what your users are looking for, you will be better equipped to fill their needs and hopefully get them to subscribe to your newsletters or pay for your services. A good way to get the information you need is by using online surveys, with voucher codes or prizes as an incentive.

Creating a Sense of Urgency

A Web Design Cumbria agency, such as can give you advice about the placement, colour and style of your calls to action, but you will need to figure out the right wording for those calls.

It is not enough to simply list features and benefits and then say “buy now”. You need to make the user agree with you that they need those features and that they will personally benefit from them.

Great content gets the user nodding in agreement. It helps the user imagine themselves in the position of someone who is benefiting from the content. Once you have that agreement, it becomes easier to get people to move to the next stage in the conversion process: agreeing that they should take action and then engaging with you in the longer term.