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In: Content Marketing

Building Conversions Into Your User Experience

by Lyndsay Peters - Mar 31, 2016
Board game, selective focus on the ball

Digital marketers, we love conversions. We live and die by conversion tracking, building campaigns around converting visitors into sales. What does that mean? How do we go about making that happen more often?

First, what is a conversion?

This question is really about what a conversion means for your business, and what the type of conversion means about your customer. In general, a conversion represents an action taken by a customer that gets them closer to hiring you. It is very normal for a business website to have anywhere from three to ten conversions, maybe even more.

Each type of conversion represents a different customer action taken on your website.


Examples of a conversion might be:
- Filled out a Contact Us form
- Subscribed to your newsletter
- Filled out a form to request a whitepaper
- Scheduled an exploratory call
- Downloaded your app
- Clicked a “Call Now!” button
- Made a purchase in your ecommerce store

Define your conversions and track them. You can use Goals in Google Analytics to track your conversions fairly easily.

Now, think about your user.

This goes back to the idea of a buyer persona, or a personality you’ve built representing your ideal customer. What roles and responsibilities does the average customer have to fulfill in order to hire you or buy your product? This will influence the way you structure your conversion marketing efforts.

What should they experience?

Consider what you want the user to see and feel as they navigate your website. They should feel ease, excitement, maybe opportunity about working with you. They should experience what makes your company valuable to them, and confirmation that they’ve made the right choice coming to you.
If you run an ecommerce store, your visitors probably want as close to a physical interaction with your product as you can provide them. They want to encounter photography, video, and detailed information.

Build your site around the experience.

Once you know what you want the visitor to feel, and how you want them to travel, evaluate how easy it is for your visitors to really get that experience on your website. Is it easy to decide to subscribe to the email newsletter, with convincing copy and a well-designed subscription fly-out box? Or is the email newsletter subscribe field hidden in the top corner of your website, so you don’t look like you’re being too desperate?
The more you build the buyer’s experience into every step, the closer the buyer comes to making the conversion. Make prompts a bit more straightforward, and add detail to your calls – to – action. I don’t mean to suggest you lock people into your website and throw away the key. Just to the contrary: Offer what they want, just when they want it, in a really easy way. Think of the ideal experience as a sentence that your customer would say to someone else about using your website.

What does it look like?

In the case of ATAK, many of our customers are other companies. Much of the time, we speak directly with business owners and decision makers of small companies, and much of our copy and content reflects the tone and level of control that a small business owner would expect.
Say ATAK decided to start a new campaign, targeting large corporate businesses in downtown Los Angeles. This means a lot of copy and content needs to be added, since now our first contact is most likely to be a marketing manager. His/her role may be to reach out to marketing companies and evaluate them, while passing materials and decision power to a manager.
At the same time, we need to rewrite some of our copy to be more appealing to the CEOs of large companies. We talk about long-term value, profit improvement, business consulting services, and staying competitive. With a CEO, we’d create content that is high level and emphasizes a lifetime cost/value relationship.
How do these differ? A marketing manager spends more time “in the trenches” with marketing activity and vendor relationships than a CEO is going to. They won’t be concerned as much with long-term value, but how we work, the kind of experience we bring to the table, and what it’ll be like to have us as vendors and collaborators for future marketing projects.
If our goal is conversion optimization to generate leads, then it follows that we conversion-oriented content with a few steps to it in this campaign.
Starting with the marketing manager, we prove ourselves as a company that cares about doing things the right way, and doing them efficiently. Then we move on to the CEO, in the context of materials a marketing manager can present when pitching us as a new vendor. Our role, and the experience we want to create, is having the back of the marketing manager our first conversion – who has no decision making power, but social capital and the ability to put our name on the decision-maker’s desk.
This experience would be loosely called “Check this company out, I like the way they work – and I can’t wait to show this to my boss!”. We could use email automation to offer CEO-level content a few days after we deliver the initial ebook that got the marketing manager’s interest, bringing them back in and providing them with the resources to sell us to that CEO who is our final goal.
User Experience cannot be overstated. When a user is frustrated, disappointed, or even neutral, you aren’t going to make any sales headway. Experience optimization requires looking at your website’s structure, design, and overall feel in order to create the smoothest path to conversion you possibly can.
If you want to build conversion-minded marketing into your website, give ATAK Interactive a call. We'll build a beautiful site and content that'll make your business shine.

Lyndsay Peters

Lyndsay Peters is Director of Search Marketing at ATAK Interactive. She's also the one who brings a dog to work to keep everything around the office just a little more human.

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