Engagement is all the rage, yet achieving it requires many skills. Key to the deal is the ability to test and refine your content, with a goal of increasing personal relevancy.
Companies must engage website visitors on a one-to-one basis by providing personalized, relevant and proven content. By optimizing content, organizations can significantly increase revenue as well as augment search engine optimization (SEO) and search engine marketing (SEM) efforts.
One-size-fits-all websites are old news. You have less than seven seconds to capture a visitor’s attention, while delivering a relevant and engaging experience. Is your site content prepared to keep all your visitors engaged, no matter where they click?
Providing personalized content to website visitors is a key step most companies miss. While every website visitor has a unique profile, repeat visits are almost assured if the content offered is targeted and engaging. Targeted product and service recommendations are the most widely recognized forms of website ‘personalization’, however, true personalization — recognizing each customer’s known interests and attributes on the individual level — gives a powerful platform from which to optimize content and offers, a vital key to long-term engagement and loyalty.
Don’t forget that the design, layout and presentation of site content are equally as important as relevancy. Testing content ensures that each individual visitor is compelled by what they see, finds the content relevant and increases the chances of visitors converting to customers.
The Magnitude of Multivariate
Even minor changes to font size, color and language on a webpage can significantly increase conversion — which multivariate testing then analyzes in a live environment to statistically determine which content yields the best results. By simply removing the "Add–to-Cart" icon below each product image, a leading online retailer realized a 63% increase in conversion — proving that the dollars really are in the details.
Multivariate testing is largely recognized as the most effective way to increase conversion of website visitors to website buyers, as well as helps e-commerce enterprises discover the navigation paths of their traffic.
However, in order to be truly effective, testing must be integrated into a company’s culture and repeated in multiple variations to be effective. A leading travel site who was looking to quickly evolve its website to stay competitive, decided to test 15 call-to-action variants, which led to an 18 percent increase in seating revenues. In addition, and perhaps more importantly, this allowed the company to make decisions based on analysis rather than subjectivity, while safely removing re-design risks and reducing innovation timelines.
Pieces of the Same Puzzle: Content, SEO and SEM
Purchasing keywords to drive traffic to an inefficient landing page or website is like putting the cart before the horse. But content optimization is a powerful way to augment SEO and SEM efforts.
When a website uses the most effective content and design elements throughout the site (including landing pages), the cost of acquisition through search marketing is reduced, making it easier to translate clicks into lasting consumers.
Remove the guesswork from design and content decisions through accurate testing abilities, and prove exactly what drives your visitors to make purchase decisions on your site. This indisputable data will ensure that your search marketing and SEO budget results in more than just increased page views. At the end of the day, converting traffic to dollars is the only metric that matters.
About the Author
Mark Simpson is one of the founders of Maxymiser, a London-based firm focused on conversion management practices.