Question about content marketing - We've done a great job creating solid content and driving traffic (via social and SEO) based on those content. However all these visits have been just visits - we haven't been able to convert them into signups. 1) What are the best practices of converting blog visits into signups? 2) what kind of conversion % range shall we shoot for?
Having a smart call to action at the end of each blog post is generally a good practice. Make it stand out, and make sure to add value to the visitor by signing up.
I strongly recommend A/B testing (also called split-testing) your sign up call to action. That's the only way for you to improve the results of the signup rate.
In regards to the conversion rate it's extremely difficult to predict. Depends on your value proposition, quality of content, your industry and so much more. Best advice is just to get started and be smart about the a/b testing.
If you are running Wordpress I can strongly recommend OptinMonster to manage your call to actions. Unlike other solutions you won't have to pay a fortune, and it's very good.
I'd also like to throw some flame to the fire on the ever ongoing discussions about popups. They receive a lot of flak, but are extremely effective. You can expect up to 200% more signups by using exit intent popups. Again - make sure to offer value to the visitor.
-Evil pop ups are not so evil. If your content is good readers will stay on your site even if a signup comes up. Give the reader some time on your site before pushing the subscription (at least a minute), so they do not immediately click out of it.
-Simply adding more places on your blog where readers can signup is also a good strategy. For instance, in between thoughts if written in paragraphs. Word them differently so they don't get disregarded.
-Give clear reasons as to why subscribing is their only option, or is better than just paying your blog a visit every once in a while.
-Let readers know how often they will be receiving a newsletter, or whatever it is they are signing up for so they aren't afraid of getting bombarded by unnecessary emails.
-Make social sharing easy. I like premade tweets at the bottom of posts. Make the tweet relevant, short, and with a link back to the site to make sharing the blog more enticing. I recommend tweetlink; free, super easy to use, and has analytics. Having backing builds trust and a reason for people to signup. It will also ultimately bring in more views.
2. Measure conversion rate as an area to improve each week, or month depending on how often you're posting. See what posts people comment on, share or like best, ask people that do signup what they want more of and produce more similar content. You will gain affinity with readers and see conversions steadily increase.
Hope this helps and I would be happy to explain more with a call!
One of the best things you could do to convert your visitors into signups is offer an exclusive free item that they can only get if they sign up. Often called a "UVP," or Unique Value Proposition, this would be something compelling such as a free book download that would entice them to subscribe right now. I'd recommend also using a popover form to ensure your visitors see the offer.
Give something of value away.
In my own experience working to grow my email list over the past 6 months and having tested a number of different forms and types of forms, the places I give away a free digital download have a conversion rate 4x higher than the places where I try to entice people to sign-up to be subscribed to my newsletter or be updated when a post, i.e. app list, is updated.
I'm seeing that giving away a short course or tool is producing better results than an eBook, for example.
If you're using WordPress, Thrive Themes has some fantastic conversion-focused themes and plugins. I hesitated for a while to pull the trigger, however did about a month ago and haven't looked back!
Hope that helps and good luck!
I'd rethink the visitor action you seek. Your solid content drew them in, but are they ready to commit and signup for an account / purchase? Maybe not. But given they clicked through to said piece of solid content, they might want more of it, perhaps delivered to their inbox (i.e., a newsletter). Maybe consider that as the CTA: "Dig what you're reading here? We'll deliver it to your inbox once a month. Just enter your email address here..." It moves the user one step closer to signup / purchase. Then remarket at them.
1. Make sure you're offering the type of content that will attract the people you want to target.
2. Figure out: What do you want these people to do? What's your goal? Sign up for your newsletter list? And if that's the immediate goal, what's the end goal? More revenue? Paying customers?
3. How can you entice customers into signing up -- what can you offer beyond your awesome content? Maybe an ebook freebie? A webinar? These types of incentives will drastically increase your sign-up rate.
4. As someone else here mentioned, pop-ups work. We use Pippity or LeadPages on a few blogs and see conversion between 4-7%.