Website analytics work best to increase conversion when there’s context.
When we comb qualitative and quantitative data, improve and optimize customer experiences, we can’t help but achieve outcomes more quickly.
But there’s another perspective on that illuminates this process.
You see it unfold every time you go to a restaurant. Watch how people read the menu.
Some people immediately zero in on what they want, and order. They take noticeable pride in slamming the menu closed and placing it back down on the table with decisive delight.
Other people ponder. They dissect and deliberate over every appetizer and entrée.
They seem to memorize the menu, and then, they ask the server a lot of questions.
The Same Thing Happens When People Read Your Copywriting
You can see this reflected in website analytics through metrics such as dwell time.
Different people consume content marketing, and make decisions on how to respond to it, in different ways.
It’s no different than what we do when we’re handed a restaurant menu.
Most of us use an ingrained decision-making process we believe serves us well. This means our prospects fall into one of four segments.
SHOOT FROM THE HIP BUYERS make snap decisions based on trusted feelings, hunches, and emotions.
DRIVEN BUYERS also make snap decisions that they believe are logical, because the decision is based on a quick analysis of facts.
ANAL BUYERS read content in excruciating detail, as many times as they think it takes to arrive at what they believe is a sound decision.
EMPATHETIC BUYERS look for indications that the values and principles of the seller align with their identity as a buyer.
How To Write Content Marketing For Each Segment
Your grasp of your customer may lead you to dismiss the importance of one of these segments, which is fine. If you are selling mace, chances are it’s not important to write copy that connects with Empathetic Buyers.
But to increase conversion, write one piece of content and simply keep the four segments in mind when you write it. One on level, write to one person. On another level, write to all four.
When you revise your work, read it four times, once each time through the eyes of a specific segment. Look for information, structure, and words that will encourage the member of a segment make the decision to respond.
For example, since DRIVEN BUYERS skim and scan for key facts, do you present these facts in sub headlines or easily absorbed lists of bullets?
- Do this for each segment.
- Think like your buyer.
- Write something for each type of person and weave it all together.
This is how to write copy that converts. The revision process forces you to look for content that answers your prospect’s questions. Write and arrange information the way the prospect wants it. Serve the appetizers and entrees the prospect wants to eat.
Do this, and your content marketing will do a better job converting.