Discover Which Content You Should Optimize for Higher Conversions
This post is for you if:
- You're looking for a more advanced technique to boost signups on your website.
- You have an opt-in form that you're showing on your entire website and would like to know the most efficient way to optimize conversions.
- You're getting traffic but your opt-in offer is underperforming.
- You're unsure about what your next opt-in offer should be.
Nodding your head up and down? Keep on reading!
Even though the steps I'll show you in this post are pretty simple and straightforward, to be able to get relevant information you'll need data to analyze.
That's why, if you're just starting out building your list, this is probably not the best place to start.
But I encourage you to check out our beginner's guide to choosing the perfect opt-in form and get that first opt-in form up and running on your website!
How Understanding the Power of Average Will Save You Tons of Time Creating Your Next Opt-in Offer
If you're getting a 5% opt-in rate for a lightbox that's showing on your entire website, you can be sure that some posts convert more visitors into subscribers than others. If you can optimize the under-performing posts, you'll get more leads.
The solution is simple: "Create a better targeted opt-in offer for your blog posts and you'll get higher over-all opt-in rates."
But where should you start? I'm guessing you do not have time to create new opt-in offers for each and every blog post...
You need a way to discover the content that is worth your time.
Discover the Biggest Leverage: Get the Best Results With the Least Amount of Effort
You want to start by optimizing the content that will give you the most return on investment AKA the most leads.
That's where the Content Marketing Report comes in.
This report will immediately show you high traffic, low converting posts for any given opt-in form. One glance at this report and you'll now for sure what content is worth your precious time.
The good news? This report is part of Thrive Leads! No need to have any other analytics plugin installed on your website, all the information is available in the Thrive Leads dashboard. Simply click on "Lead Reports" in the upper right corner.
In this case, you're interested in your site-wide opt-in offer (source) and in discovering underperforming content with a lot of impressions.
Filtering the report by impressions will allow you to concentrate on optimizing the content that can actually make a difference.
How Can You Optimize Underperforming Content?
You've discovered what high traffic content is underperforming on your site-wide opt-in offer. It's time to optimize these posts.
Is the underperforming content covering the same topic?
First of all, look if you can find any "trends".
Imagine you notice all your recipe blog posts that are underperforming for your "Healthy Lunches in Under 30 Minutes" guide are dessert related. In that case you can start brainstorming ideas for a new opt-in offer that you could use on all of these posts.
We've compiled the best opt-in offers ideas from around the web in this blog post. I'm sure you'll find some inspiration for a new opt-in offer in there!
An idea might be to offer "15 Sugar-Free Dessert" Recipe Cards subscribers can download.
Once you've created the new opt-in offer, create a new lead group in Thrive Leads and set the targeting options to only these specific blog posts you've discovered in the Content Marketing Report (full instructions here). So that instead of showing the underperforming sitewide opt-in offer, you're showing the new, highly relevant opt-in offer.
Is the underperforming content an outlier?
If you notice that one blog post gets a ton of traffic but it's the only one in the category, you can create a content upgrade.
Content upgrades are super specific to the original content and are only used for that one blog post.
Once you've created the content upgrade, create a new lead shortcode, choose the content upgrade template in Thrive Leads. Insert the shortcode into your blog post (you can copy paste the shortcode, or drag a Thrive Leads Forms element on the page if you're using Thrive Content Builder.)
We've seen great results when adding the shortcode twice, once right after the introduction of the blogpost and once halfway through the content.
If you're planning on adding several of these content upgrades, delivering them might become a hassle (some email providers will force you to create new lists to send a specific welcome email, or you will have to create a new automation for each content upgrade, etc.). That's why I encourage you to set up the Asset Delivery Feature in Thrive Leads. This will allow you to automatically send download links to new subscribers.
Now It's Your Turn
Did you discover any underperforming content? Did you start optimizing yet? Let me know what you think in the comments below!