When I worked in retail, I had to record a lot of numbers. Numbers about how many customers walked into the store, how many bought an item and what the average purchase rate was. Sound familiar? It’s the same principles you’re trying to achieve on a digital platform: Click Through Rate, Conversion and Lead Generation. And guess which of those numbers mattered the most to the head honchos? Yep, you guessed it again – the average purchase rate. That’s essentially how you should feel about your digital content. All of them.
Forget everything you knew about data.
WordStream recently posted an article titled “Everything You Know About Conversion Rate Optimization Is Wrong,” and in it they use all kinds of fancy charts and numbers about conversion rate optimization. But I’m a creative, so I’m not going to pretend that those numbers and logical statements meant anything to me (even if I could understand them).
What I did take away from their article was that you should be putting out better work that people care about and not focus on silly numbers. Think I’m lying? Here, I’ll prove it straight from the horse’s mouth:
“You don’t need to make thousands and thousands of landing pages. You need to find the top performers you already have and focus your efforts there. How can you improve their performance? Cut the fat, stop wasting time on the low performers – in fact, just get rid of them. If you have just one great landing page, it’s smarter to focus your efforts there.
“…Higher conversion rates, on their face, seem awesome. However, if you’re converting less qualified leads, you’re actually throwing MORE money away, because those leads cost you money.
“I want you to focus on landing page optimizations like the above that move you in the direction of higher quality, more qualified lead generation, not just more conversions.”
Now, call me crazy, but to me that sounds like you should be focusing your efforts on creating something worth reading to a specific audience who benefit from your content, versus creating a bunch of spam just simply to cast a wide net and real in nothing but small fish and plastic bags.
So how do you write something that matters?
When I write any kind of content for the digital realm, I’m usually given a list of keywords that I’m supposed to care about and statistics that I’m supposed to make sound important. Don’t worry, I do all those things. But in my mind, I throw all of those things into my little metaphorical trash can I keep in the back of my head and forget about them altogether.
Instead, when I start writing for a business, I ask myself “Why does any of this matter?” No, not in a cynical way like I’m having an existential crisis. I mean, what is the benefit of your product and service? Why would anyone care about it? Is it because you offer a “low rate” like the rest of your competitors? Or is it because the loan you offer allows your customers to renovate their home into one any HGTV viewer would be jealous of? Try putting yourself in your consumers’ shoes and understand why they searched for your product or service. Then, you might be able to provide the answer they’re looking for.
Let your content do the fishing.
We already know that emotions motivate conversion more than any silly logical statistic. So try to imagine who your customers are and what motivates them to search for your product or service in the first place. Plenty of your competitors are saying they also have low rates and are easy to work with, but none of them can spark your customers’ imagination like you can. Go ahead, throw data caution to the wind and live on the imaginative side as you write to your consumers and your consumers only, and I’m sure your results will follow through.