Use content to support CRO efforts

New Ideas in MarketingEssential news for marketers, summarised by YouGov
July 22, 2021, 9:58 AM UTC

Measure content effort’s impact regularly to improve conversion rate optimisation (CRO) further.

Conversion rate optimisation helps deliver a positive user experience and content marketing is a critical factor that affects how effective CRO is. To ensure web traffic, conversions and sales, marketers must develop a content marketing strategy that can support CRO efforts.

Start off with defining the most critical KPIs. These could be bounce rate, average views of blog posts, various engagement metrics, retention rate and more. Use user-generated content (UGC) alongside the brand’s useful and authoritative content. The article shares that UGC can boost conversion rates by 161%.

Marketers must also leverage visually appealing content, and attractive, optimised and engaging headlines. To attract web traffic consistently, optimise the most engaging blog posts by adding an opt-in email form, improving loading times, mobile responsiveness and more.   

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