https://www.taboola.com/advertisersIf you’re running a sponsored content campaign, it’s vital that you make every audience interaction count once those users arrive at your intended landing page. Cutting-edge marketers incorporate a variety of A/B testing and experimentation into their overall conversion optimization strategies, ensuring that they are reaching the right audience with the right messaging at the right time, at every touchpoint in their buyer’s journey.
Cutting-edge marketers incorporate a variety of A/B testing and experimentation into their overall conversion optimization strategies, ensuring that they are reaching the right audience with the right messaging at the right time, at every touchpoint in their buyer’s journey.
There are two essential components to a successful conversion optimization strategy. The first is listening and ideation: you need to study the needs of your market and generate constructive hypotheses for how you might communicate your value proposition. Then, you need to translate
Then, you need to translate those hypotheses into A/B tests that can help validate or invalidate your qualitative insights.
Here are a few hand-picked tools that can help you build your strategy from start to finish and create higher-performing content landing pages as a result.
Intercom: Collect Meaningful Feedback
Intercom contributes to the research stage of conversion optimization by making it easier for content teams to communicate with their customers. Companies use Intercom to collect ongoing feedback and incorporate this information into ongoing A/B tests experimenting with different messaging concepts.
Content marketers and administrators of sponsored content programs can use this tool to brainstorm blog topics, headlines, and messaging on landing pages. Over time, Intercom can help each audience interaction count beyond a simple pageview.
UserTesting.com: Test Concepts on Real Audiences Before Pushing Them Live
UserTesting.com, a company that helps customers conduct qualitative research that informs web optimization initiatives, has assembled a global panel of “testers” who are available on-demand to share qualitative insights.
You’ll receive a screen recording of a UserTesting specialist vocalizing an analysis of your website, along with a written report. This information is useful for informing your landing page concepts and overall traffic acquisition strategies.
Eth.nio: Learn More About Your Own Audiences
Ethn.io is useful for building a testing panel with your own website audience. You can design a process for building a participant panel based on any persona and then use your research to come up with A/B test ideas for your content headlines, communicated value proposition, and calls to action.
This resource can help ensure that you’re optimizing conversions for specific personas in your target audience.
CrazyEgg: Create a Website Heatmap
CrazyEgg is a heat mapping software that provides insight into how, and to what extent, audiences are engaging with your content pages. These heatmaps show you where audiences are focusing their attention on your pages, and CrazyEgg’s new scroll maps can reveal how much of your content pages is actually being read.
If your page performance is low, CrazyEgg can help identify where potential changes are necessary, as well as inspire ideas for new layouts and formats that cater to your users’ on-site behaviors.
Optimizely: Run Consistent Website Experiments
Optimizely is an A/B testing platform that can help you experiment with different content landing pages. You can test headlines for your content, calls to action, value propositions for your products and services, and even different layout concepts.
With software like Optimizely, you can quickly test concepts without engineering and IT resources to ensure that you’re live with your best-performing content and UX elements.
SumoMe: Optimize Your Content Discovery Landing Pages
Sumo can put your research and ideas into action. The suite of free tools is intended to help grow your website traffic and email subscriber base and includes customized offerings such as share tools, content analytics, contact forms, and smart bars.
SumoMe is easy to implement and flexible enough to cater to both entry level and advanced marketers. If you’re running a content discovery campaign, you can use SumoMe to make your conversion goals more prominent and increase sign-ups and purchases as a result.
Remember that traffic acquisition is only part of your content discovery equation. Make every touch point count by implementing a strategy that helps you make the most of every audience interaction.
Content is a tool for inspiration and engagement: pique your audience’s interests, help them alleviate their biggest pain points, and provide a guided experience to help them become successful. The web optimization tools above can help get you started.