Did you know that you only have about 15 seconds to get the attention of your website visitors? According to Chartbeat, that’s how much time you have to capture their attention, so make it count. Further data from Chartbeat shows that most people do not read web content the way we think. Adding to the difficulty in capturing the attention of visitors is the fact that there is now more content available online than ever before. Google receives more than 4 million search queries every 60 seconds. As if that was not enough to concern a marketer, consumers are now reviewing more and more information prior to making a purchasing decision. In fact, 85 percent of consumers turn to trusted online sources for information to assist with buying decisions. On average, consumers will actually engage with almost a dozen pieces of content before they actually make a purchase. If your website needs to be more engaging then start to look at ways to personalize website content and convert your visitors.
More Difficult Than Ever for Marketers to Stand Out from the Crowd Online
Although the vast amount of content available online may make it easier for consumers to review products and services, it has also served to make it much more difficult for brands to stand out from the crowd. It is no longer enough to simply regurgitate facts. Your brand must ensure that your content is as engaging as possible, which means addressing the wants and needs of your audience while simultaneously empathizing with them. Doing so will allow you to increase your level of audience involvement, while also converting more people. Today, your prospects expect your brand to express interest in them by extending ongoing interaction, both via social media as well as your website. If you deprive visitors of this opportunity, you are also likely losing out to the competition and sacrificing the opportunity for your business to build important relationships with your prospects.
Engaging Your Prospects to Convert Them into Customers
Among the most common mistakes that many marketers make today is plastering their website with one-way content. This can come across as anti-social and serve to drive away customers before you even have the chance to convert them into paying customers.
One of the best ways to quickly grab the attention of a prospect is to personalize your content to that particular visitor. It’s also important to make communication as relevant as possible. In other words, you need to ensure your content is visitor specific. A couple of ways this can be accomplished is by using the visitor’s name or even inserting the city or state in which they live to catch their attention.
It’s also important to ensure your website content has a unique voice. This helps your visitors know what to expect from your content while also helping to reassure them, which is an important step toward building trust and converting visitors.
While your brand may have more competition online, learning how to engage your customers with personalized content can help you increase your conversion rate and bottom line.