The success of your online endeavors is dependent upon your ability to deliver content on your website that visitors are looking for online. If you can figure out what your regular visitors, and those within your target niche, want to view and interact with when they are online, you will see a solid increase in traffic and higher conversion rates. In this post, we’re going to discuss the steps you can take to deliver the exact content that your websites visitors want to find online.
Why Does this Matter?
Traffic levels on your website are a good thing, and they do matter in the long run. With more traffic on your site, you are more likely to generate sales and can boost your revenue thanks to on-page advertising. However, conversions are far more important than traffic levels. With 5,000 visitors to your website, you’ll generate some revenue from ads and enjoy greater visibility online. However, if you only had 500 visitors and a significant portion of them bought a product or service from you, that is far more valuable than 5,000 visitors.
The only way to improve your conversion rates is by delivering the content that people want to see on your page. Here are the important things you need to know:
- Who the people are: know the blogs they read, sites they visit, and search queries used on Google. This allows you to figure out how to get them.
- How they describe things: if you can word the content on your website to match the thoughts in your visitors head, you’ll deliver content they want.
- How they select and compare: know how to structure and prioritize content on your site.
- What they want: generate content they want to see
- What they don’t want: cut out the content on your site that no one wants
If you can figure out these details, you can deliver the content on your website that visitors want to read and interact with.
Start with Assumptions
You aren’t a mind reader. There is no way for you to know with certainty at the start what your customers are looking for when they visit your site. In order to deliver the right content for your visitors, you need to start by defining your target audience. This is traditionally done by using various demographic factors, such as age, sex, geographic location, and the need your product or service meets. This information should be viewed differently in a B2B scenario than it would in a B2C scenario. Fewer of the factors matter in a B2B scenario, but all are worthy of consideration in B2C environments.
In order to further whittle down these factors and identify your target market, ask yourself these three questions:
- Who are the target customers? What is their lifestyle like or what is their business situation?
- What do they want?
- What needs aren’t being met?
Talk to People
If you have the time to do this, get out and talk to people you believe are in your target market. For a B2C scenario, this might mean just mingling with people in social settings that you have identified as your target market. What are their behavioral habits? What about spending habits? As a B2B website, you should have meetings with the businesses you believe are interested in your product or service.
Survey Your Visitors
This is one of the most powerful tools you’ll have to help deliver the right content on your site for your visitors. By asking people their thoughts about the content, products, and services on your site, you’ll learn what they are looking for, what they aren’t finding on your site, and which of their needs haven’t been met. You don’t have to survey all of your customers, nor should you try to do that. Follow these tips, and you’ll be able to formulate an effective survey that gives you answers you can really use:
- Avoid multiple choice: Giving your customers the option to select predetermined answers can provide vague data. Ask them to write a few comments in their own words, and you’ll get a better idea of your situation.
- Pressure and incentivize: use persuasive language to get customers to fill out the survey. Send out surveys with headlines such as “fill this out in 3 days,” and offer an incentive for doing so. Pass out coupons or offer free products.
Use Google Analytics
If you have a Google Analytics account, you’ll be able to gain insight into the kind of data you can’t get from interacting directly with people. Google provides you with access to a variety of custom reports that can tell you what is working and isn’t working on your website, and make the adjustments needed to deliver better content. The following are just some of the custom reports you can view:
- Best converting traffic sources
- Browser report
- Keyword analysis
- Link analysis
- Social media
With this information in hand, you’ll have a better idea about where your visitors are coming from, who they are, what keywords are bringing them to your site, and what social media activity generates traffic for your page.
Test, Adjust, and Test Again
Static websites are, by in large, a bygone environment. If the content on your page isn’t refreshed on a regular basis, it is viewed by visitors as outdated. People want to read the most recent content possible, which means you’ll need to be checking up on your site with regularity. When you get information about the content people want to see when they visit your site, you will need to test your new concepts and page layouts. The only way to know if your data is accurate is to let it go live on your site and track it.
You’ll quickly find out what content is working, what content is a bust, and you’ll be able to make minor adjustments to ensure your content is always relevant in the minds of your visitors.