All too frequently, content is written only to generate clicks, views, and likes. It’s all about the call to action (CTA), asset download, form completion, or registration sign-up. Most of the time, this has the opposite effect of generating genuine, valued involvement.
While these numbers may look impressive on a stat sheet, they may not necessarily convert into actual conversions. Here’s the thing: clicks aren’t valuable. A true conversion occurs when someone responds to your email, writes you a message on social media, or engages with your business meaningfully, rather than simply clicking a button because you urged them to.
If you want to develop content that converts, stop focusing on easy-to-measure engagement. Concentrate on the most effective technique to engage your audience without causing unnecessary friction. Here is how.
- Make your offer seamless and a part of their daily routine.
Let’s be honest: excessive marketing is disruptive. We’re always asking people to stop what they’re doing, navigate to a different website, fill out a lengthy form, or do an action that takes them away from their present work. It’s no surprise that many people abandon their journey before completing it. The key to increasing conversions is to make your offer effortless.
Examples of seamless engagement:
- In-email conversions. Instead of sending customers to a landing page and asking them to fill out a form, simply ask them to click “reply” to an email if they’re interested. You eliminate the irritation of clicking through and filling out further information.
- In-app purchases and discussions. If your target audience spends most of their time on Instagram or Facebook, don’t direct them to another website. Use in-app messaging to communicate directly with them, or use the “Shop Now” buttons to allow users to make purchases without leaving the app.
- SMS offers. If your consumers are busy professionals, consider sending SMS offers or reminders that allow them to claim a deal or make an appointment with a simple “yes”. No forms or new pages. Only a simple response from their phone.
- Messenger bots provide rapid responses. Instead of redirecting visitors away from the current page, utilize a chatbot or messenger that can resolve inquiries immediately. People are already on the website or landing page, so the experience appears seamless.
The more friction you remove, the easier it will be for your audience to say “yes” and interact with you.
- Make the request reasonable and manageable.
Another common marketing blunder is asking overly broad inquiries. We want our audience to read lengthy whitepapers, attend hour-long webinars, or download in-depth case studies. However, most people lack the time and energy to commit to anything that needs a significant investment up front.
If you want to increase conversions, make the ask manageable. This is not to say that you can’t create in-depth, long-form content; it simply means that you must provide bite-sized solutions that lower the barrier for your audience.
Examples of manageable questions
Short and long-form content possibilities. Give your viewers an option. For example, with an hour-long webinar, provide a 5-minute highlight film highlighting the major insights. Alternatively, if you’re pushing a whitepaper, include an executive summary that can be skimmed for significant ideas.
“No-click” or “single-click” techniques. Instead of requiring your audience to navigate through to a landing page and fill out a form, provide them with a one-click option, such as a direct download link within an email or a single-click RSVP button for event invitations. Better still, include all of the content in the email itself, so they can read it without leaving their inbox.
Conduct quick surveys and polls. If you want to get feedback or input from your audience, consider using fast surveys or polls that take 30 seconds or less. People are significantly more inclined to engage when the request is brief and manageable.
Making your information or product easy to consume in small portions reduces the commitment required from your audience, increasing the likelihood of engagement.
- Make the trade-off worthwhile.
Even if you’ve made your offer seamless and manageable, there’s one more method to increasing conversions: make the tradeoff worthwhile. Your audience is exchanging their time, attention, or personal information for something from you, so make sure it’s worth the effort.
Many marketers fall short here. They request too much (such as a lengthy commitment) in exchange for too little (such as a single PDF download). If you want your audience to be engaged, you must provide more value than they expect.
Examples of High-value Tradeoffs
Bundled content offers. Instead of providing just one whitepaper, combine multiple resources into a single, high-value offer. For example, along with your whitepaper, offer an infographic, checklist, and video that covers similar topics.
Exclusive access. If you’re promoting a webinar or event, provide attendees exclusive goodies like downloadable resources, direct access to experts for Q&A, or an invitation to a secret online community where they can network with industry professionals.
Instant gratification. Instead of offering something later (such as an emailed PDF), provide instant access to a downloadable guide, checklist, or template as soon as they engage. People are more willing to participate when the rewards are immediate.
When the tradeoff feels worthwhile — when the value significantly outweighs the effort required — your audience will be far more eager to engage with your content and brand.
It is time to reconsider engagement.
If you want meaningful conversions, you should stop focusing on clicks. Begin designing experiences that are intuitive, seamless, and valuable to your audience. Most marketing content nowadays is centered on what businesses want: statistics, forms, clicks, and trackable analytics. To genuinely engage your audience, however, you must cater to their desires rather than those of the business. When you begin designing content for conversions rather than clicks, you will see increased engagement and meaningful, long-term relationships with your audience.
