You’ve built a beautiful website and have a solid SEO strategy in place, but you’re falling short on your conversion goals. What do you do? Well, contest testing could help you find the root of the problem. Simply posting fresh material isn’t enough–while it’s great to keep your site updated, customers won’t stick around and follow through if the content lacks value. If you’d like to test the impact of your company’s messaging, consider the strategies we share here. If testing yields less than desirable results, launch a program to improve your contentand continue to modify as needed. Creating effective content for your audience is often a work in progress; these tips can help you narrow down the best course of action.
Enlist Authentic Users for Testing
When you’re ready to begin content testing, recruiting folks for your target audience is crucial. While demographics such as age group and geographic location are important to consider, be sure to enlist users that make up the core of your customer base because you’ll gain the most valuable insight from those you’re marketing to.
Use a Facilitator for Guidance
Unmoderated content studies often lead to poor results that aren’t useful in the long run. When users are left unattended without a facilitator to interact with, they may grow weary and have trouble articulating what they like and dislike about the content. Once you’ve found a group of users within your target audience, assign a researcher to moderate the session. A researcher or facilitator should ask questions and take comments, which helps companies obtain a detailed overview of what customers are looking for.
Encourage Natural Responses
It’s tempting to follow a script when moderating a content testing session. However, this may lead to canned responses that make it difficult to implement meaningful changes. Instead of asking participants to follow a stringent set of guidelines such as “find our contact number” or “locate our service hours,” invite them to explore the site at their leisure and offer open-ended feedback. It may also be helpful to point them to competitors’ websites and ask what they find most appealing about what the competition is offering.
Posting content on a consistent schedule is a must for any business, but it’s frustrating when your hard work doesn’t lead to conversions. If you’re curious about how to enhance your content, evaluation sessions can provide invaluable insight on how to improve. To refine your content without trial and error, consider working with a team of marketing professionals. Our team is happy to help you formulate a strategy, and we’ll deliver content that’s tailored to your industry and audience. To learn more about our services, please head over to our contact page.