How to increase conversion rate on your blog

How to increase conversion rate on your blog

By Guest Post

It’s guest post day here at Duct Tape Marketing and today’s guest post is from Giles Thomas   – Enjoy! 

featured-imageDo you often ask yourself:

How do I get more people to sign up to my blog?

Why is no one joining our email list?

Generating leads from your blog is no easy task.

It can be difficult to keep writing content when your conversion rate is low, 1% or even less.

Through testing and trial and error we came up with a technique that not only makes your visitors happy but also increases your conversions rates.

Convert more visitors to email subscribers using the Content Cliffhanger Technique

I struggled with conversion rate just like you, I had a pretty ok conversion rate of 3% until I discovered a fairly unknown marketing technique.

The Content Cliffhanger Technique

In three easy steps I went from 3% to a site-wide conversion rate of 22.46%!

First I’ll explain the psychology behind the technique then I’ll show you how.

Information Loops

Just like in a tv series or film, when it comes to blog conversions cliffhangers work like a charm!

This is due to something called the ‘Zeigarnik effect’.

It is when a piece of information starts but does not finish, our brains then keeps hold of the information, pushing it into our mind time and time again until the information is complete.

It seems to be human nature to finish what we start and if it’s not finished, we can’t forget it.

Bluma Zeigarnik a Russian scientist learned the phenomenon when her tutor Kurt Lewis noticed something very interesting about waiters and waitresses.

After observing them when waiting tables, they realised the waiters had much better recollection of unpaid orders than paid ones.

To the point that, when the table left the restaurant and closed the cheque the staff member would forget their order all together.

The information loop stayed open in the persons mind until the table was complete, because the narrative of that table was not complete.

Get more emails with Zeigarnik’s Findings

We can leverage this technique in our blogs to help us collect emails.

Start a narrative or information loop in the blog post and ask for an email opt-in from the visitor to complete the loop. The ending to the narrative.

The way you do this is simple:

1. Write about niche topics

For example ‘The 6 Most Effective Endurance Exercises’.

In the post start an information loop, the beginning of your narrative, the set up for your cliffhanger.

In this example they talk about 3 of the 6 best ways their readers can improve their abs.

6-best-workouts

They then offer a bonus content area to email subscribers with videos showing in detail how to do all 6 exercises.

Your bonus content could be a PDF, video or even a swipe file.

2. With the Content Cliffhanger plugin give away free bonus content

Create a download for the post that shows the reader in video form all 6 exercises in detail.

This means the reader can close the information loop by downloading the free content.

I created a free wordpress plugin to enable you to easily offer free downloads.

content-cliffhanger

 

3. Record the difference in your email opt-in rate before.

I cannot promise you exact opt in rates, nothing in conversions is a hard and fast rule. There are no one size fits all fixes. But I can say from my experience I have yet to see this make an improvement to a blogs conversion rate.

The difference with this plugin and most others is that you can customize the form and its contents for every post or page. So you can have free downloads that are always aligned with your pages content.

That is the secret behind the technique, when the users search intent is aligned with the opt-in offer, you see much higher conversion rates. Because the giveaway is aligned with what they originally searched for on google.

Start an idea in your blog post but finish it in the download, like a cliffhanger in a good tv series.

People then want to close the information gap or loop, increasing the likelihood of conversion.

This works much better than generic opt-ins like, ‘Join our newsletter’.

You can have increase your blogs conversion rate too…

…but first you must take action on what you learned in this post.

Let me know your thoughts in the comments below. What techniques are you using to get more conversions? What do you offer your customers when asking them to opt-in?

Talk to you soon below!

giles-thomasDownload the free 65 page Guide to List Building, download the guide here. Giles Thomas writes about Content Marketing and Conversion Rate Optimization at Acquireconvert.com. He is also the founder of  the holistic design agency Whole Design Studios.

 


Top 7 Mistakes That Kill Your Ads Conversion in 2017
Business spends huge money on sending their message to customers, but the results leave much to be desired: For every $92 spent acquiring customers, only $1 is spent converting them; besides, only 8% of users pay attention to marketing ads and click on them. Yet, one assured method exists to generate lots of buzz about […]
How Writing for the Stages of Awareness Will Convert More Readers into Paying Customers
Tell a two-year-old the value of getting good grades in school. Go ahead. Try it. If you don’t have a two-year-old handy, let me tell you that you’re wasting your time trying. But you know that. So why do we write copy that immediately gives an answer to a problem your reader may not even […]

Subscribe to the Duct Tape Marketing Podcast

If you know your small business needs marketing, but don’t have the time or resources, look no further. The Duct Tape Marketing podcast covers everything from earning referrals to managing time and being more productive.

Grab 7 Steps To Marketing Success

This eBook has been downloaded and used by thousands of business owners and marketers to use as a blueprint for marketing success. Start building your marketing system today!
x