The Link Between Content and Conversions

Displaying dynamic, engaging content in real-time as visitors arrive on your website is an incredible way to encourage visitors to stick around and convert into paying customers. As technology has advanced, the ability to do this is no longer a pipe dream but is very much a reality. By building a rich profile of the visitors arriving on your site that becomes stronger over time, you can do exactly that. This is what we call the magic link between content and conversions.

This can be accomplished through a combination of behavioral information, including actions taken by visitors, such as clicks, email opens, document downloads, page visits, webinar attendance, video watches, and more. Along with demographics from your own CRM and social data, it becomes possible to deliver a powerful and effective customer profile. When retrieved in real time and used in precisely defined rule sets, this data makes it possible to create a much more personalized website experience for your visitors.

Many website owners make the mistake of thinking only of themselves and their needs when creating their website and future content. In order to engage your audience in an effective manner and convert those visitors into paying customers, you must first lean how to address your visitors’ basic concerns. This is particularly true when it comes to first-time visitors to your website. When a visitor first arrives on your site, he or she will typically ask, even if subconsciously, the following questions:

• Will this website meet my needs?
• Can I trust this website?
• Does this website have the solution that will solve my problem?

Leveraging real time data-driven content gives you the ability to find out exactly what it is that your visitor wants and deliver content that will reassure visitors that your site can meet their needs, can be trusted, and has the solution to solve their problem.

In the early days of the Internet, marketers often had no choice but to create campaigns that were inexact in terms of focus and awareness. Today, we are able to see exactly who shares and clicks what as well as how visitors navigate our sites. Furthermore, we no longer have to wait a lengthy period of time to see that data. The data and metrics available today allow us to gain much deeper insights into what visitors do and what they want.

When it comes to reaching out to customers via online marketing, it is not always about what we say, it’s also about when we say it, where we say it, and how we say it. In particular, timing can be one of the most important elements in converting a casual visitor into a paying customer.

The good news is that you already have the data you need in order to create engaging content that your visitors will relate to. While you might not have the necessary framework in place to put that data to work for your website, tools are available to help you understand your visitors better and leverage data in real time to deliver powerful, personalized content at precisely the right time.