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Joseph Conlon
Joseph Conlon 28 December 2015
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Website Conversion Woes?..Think Right Content, Right User, Right Time.

If You’re Looking To Increase Your Website Conversion Rate, Then Creating Content For Your Users Is Just The Tip Of The Persona Iceberg....

If You’re Looking To Increase Your Website Conversion Rate, Then Creating Content For Your Users Is Just The Tip Of The Persona Iceberg....


So, you’ve nailed down your user personas and you may have even begun your digital strategy, time to put your feet up and stick the kettle on right?  Not just yet. Understanding who your user personas are is the easy bit. Now you need to figure out what they want. More accurately, what do they specifically need at the exact moment they are interacting with your brand or your website and how can you help them? Understating this is crucial to converting hits into satisfied users and eventually into brand advocates. 
 

Below we have outlined some key points to consider whilst planning any website design, brand design, marketing, SEO or social media strategy which is aimed at a specific user group. With enough thought and planning at this point you can begin to tailor your user’s digital journey to your needs, and in doing so increasing your website conversion rate. 

 

Who Are They?

Who are you targeting? We’re assuming if you’ve made it this far into this article you know your users like the back of your hand. If you do need a quick recap and some user persona tips, read our guide to user persona creation here. 
 

Where Are You Interacting With Them?

There are hundreds of ways in which a user can find themselves interacting with your brand or website. It is important to assess where you are interacting with a particular user and what the purpose of that particular bit of content is. Is it a tweet, a PPC campaign or have they organically navigated to your homepage due to a print advert you ran?  The things you say, your tone of voice and your calls to action should vary depending on where your user is interacting with that content.
 

Placing the right content in front of the right users is a good start but you also need to consider at what point they are interacting with you. This will help increase your website conversion and help you achieve your digital strategy goals.

 

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How Do They Know You?

Are you speaking to a loyal brand advocate or a new customer who is unaware of your services and eager for industry information? There is little point in reeling off how great your business is and the benefits of using you over a competitor when the user you are communicating to is only just exploring the benefits of your industry or type of service as a whole. Vice-Versa if the user is a seasoned professional and you miss the mark and communicate to them as a complete novice you will more than likely do more damage than good to your brand. Think about where the user is and how they got there and display your content accordingly.
 

What Do They want?

Not, “What would I want?” or “What should we be showing them?”,  what do your users personas want in that particular moment and what’s the best way for you to offer it to them.
 

A website will rarely convince a user to purchase a product or service which they are not actively seeking. Assuming you have the right product or service to match your user’s problem, you need to make sure your solution is easily accessible to them. Taking an in-depth look at your users, their lifestyle, goals, objectives and pain points will help you decipher what they want and how you can strategically place your brand in a position which can help.
 

TIP: A quick and easy way for testing targeted user information without redeveloping your entire site is creating a simple landing page campaign which focuses on specific keywords relevant to each of your user groups

 

When Do They Require This Content?

At what stage of the buying journey is your user interacting with your content? This needs to be taken into consideration and the timing of content placement is as crucial as the location which you are placing it.
 

You should always try to tailor the user journey as much as you can so that you can place the right content at the right moment for the particular user.
 

There is a lot of data which can be easily found in regards to when a user is most likely to interact with the type of content posted on a social media channel, however you will have to analyse what works for your specific users and the specific type of content you are producing.

 

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Placing content which is not relevant at the right time to your user is like trying to sell hats and jackets on a hot day. It might be the right user, but it’s not the right time.

 

How Can You Help Them?

So, you’ve understood who your users are, where your users are and what they want. This now puts you in a great position to offer your help. This does not necessarily mean your products or services (not yet anyway).  Chances are, if they are in the early stages of their buying journey they will require your advice and expertise first. And they want it for free. And they don’t want to have to look for it. This may seem like an unreasonable request, however if you can initially help your user, you can then begin leading them through your sales funnel.
 

First They Know You, Then They Trust You, Then They Love You.

Remember, a user is visiting your website to solve their own pain points and if you can help them they will begin to trust your brand. This then places you in an advantageous position when they are looking for your products and services......And at that stage you’d better make sure you have the right content in place for those users too!

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