How to Capture 30% of Your Website Visitors Via Content Upgrades
To generate leads online for your business, you know you need a lead magnet - an incentive to get people to sign up. So, you brainstorm, research and spend hours creating the perfect lead magnet that goes well with your brand and audience. You're sure your audience will be jumping over each other to get your 'free gift'.
So, you get like a 3% conversion rate on your pop-up. Or maybe 6.8% conversion rate after a lot of tweaking, A\B testing and what not. But what if you could get a conversion rate of over 20% to 30%? Wouldn't that be awesome?
Content Upgrades, a now-turned-popular strategy coined by Brian Dean of Backlinko.
A content upgrade is a highly specific bonus content offered with high-trafficked blog posts in exchange for an email address. Instead of a generic eBook or a short course offered on your website, you can offer bonus content that's closely tied to your blog post.
A content upgrade converts higher than a lead magnet due to several reasons. Some of them are,
- Your audience is engaged. They loved your blog post. They're warm, they're primed. When you offer them bonus content, they're eager to download it in exchange for their email address.
- It's specific to what they're currently reading, and caters to their fears and desires.
- It's not hidden somewhere on your website. If your website is cluttered and your lead magnet is not clearly visible, you'll lose out on a lot of conversions. A content upgrade is in the direct view of readers. As soon as they finish reading, or as soon as they start, it's right there. Silently forcing them to click on it.
Since it's highly targeted, it converts a lot more than a general eBook or other lead magnet offered all over your entire website. Here's proof.
1. Jeff Bullas
Devesh Khanal and his team decided to experiment with this strategy and added content upgrades on Jeff Bullas' 4 highly popular blog posts.
One of the posts was,
And it's highly targeted, bonus content aka content upgrade was,
Within 2 months, just 4 of these posts converted 344% more than the rest top 20 posts combined.
Source: Grow and Convert
When Brian Dean saw only 2% of visitors were clicking on his sidebar banner,
'decided to see if giving away a post-specific resource would increase conversions on my blog post: Google’s 200 Ranking Factors: The Complete List.'
And it did.
He added two links on his blog post for the free checklist, and his conversions soared. A 785% increase in conversions!
Also, out of all the lead magnets and links he had up on his site, these two links directed 30% of conversions.
If they can get these conversion rates, so can you.
The first thing you need to do is,
Search for your high traffic blog pages
Instead of creating new blog posts to use content upgrades with, start out with ones that already receive a decent amount of traffic.
Go to Google Analytics and look for the posts that get the most traffic.
Once you've made a list of your high performing pages, it's time to figure out what resources would go best with them.
50 shades of content upgrades
There are several different types of content upgrades you can incorporate.
They all work best with different content types. Among a plethora of other content upgrades, these are some of the most effective ones.
- Worksheets: They work best with comprehensive posts that have a lot of practical steps.
- Infograpics and cheatsheets: You can summarize and compile information from a particularly massive post and present it in the form of an infographic (heavy on the visuals) or a cheatsheet (word-heavy).
- List of resources: It works great as an add-on with a how-to post. So if you're writing a post on 'How to optimize your website for search engines', your content upgrade could be '8 Free SEO Tools that Work'. If it's a post about importance of visuals in content marketing, a list of free stock photo websites would bring in great conversions, too.
- Transcripts: For videos and podcasts, transcripts work great. You can hire transcribers from Fiverr or use one of the many transcribing services available on Google. It's cheap and effective for you, and super-useful for your audience.
One of the most effective forms of content upgrades are quizzes. Why? Because,
Quizzes are more engaging.
Quizzes allow people to interact with your content giving their personalized answers to get a personalized result, in about two short minutes. Something crucial in a day-and-age when so much of what we do is impersonal and attention spans are dropping by the minute!
Conversions are skyrocketing high.
Quizzes can yield 400-500% increase in lead capture as it is. Just look at the 500% increase that Neil Patel was able to make. Now if you personalize those quizzes for your top trafficked webpages, you've got a winning content upgrade. According to LeadQuizzes, the average quiz has a 33.6% lead capture rate.
Even brands that used generic quizzes on their websites saw crazy amounts of conversions. If you create a quiz specifically for a highly popular blog post, your email list can increase by leaps and bounds.
Quizzes are also super easy to make.
There are several different types of quizzes you can use to boost your conversions. It all depends on your your brand's personality and what your audience responds most too.
However, here are 3 general forms of quizzes you can choose from:
- Knowledge based quizzes: Create a quiz that asks something like, "Do you know how to eat Paleo?"
- Personality quizzes: Quizzes like "Which diet is right for your personality?"
- Self-diagnostic quizzes: Where you ask things like "What's the #1 thing holding you back from following your diet?"
Once you've decided on the type of quiz you're going with, start creating your quiz. There's a simple 5 step process.
- Step 1: Think of a topic.
If your high performing blog post is 'How to optimize your website for Search Engine?', brainstorm different SEO quiz topics. Make sure it's specific for your blog post, and not a generic quiz.
Some of the top off my mind are,
- How much of an SEO pro are you?
- How many of these pro SEO tools are you using?
- Do you suck at SEO or are you an SEO expert?
Are you on the Light Side or the Dark Side of SEO? (from SEMRush)
Example: Annmarie, used one quiz - what's your skin score for their entire website, including their high performing blog pages.
They get 500k visitors/month to their website. Adding a quiz, they increased their lead capture by over 400% and added an additional 10,000+ leads a month to their email list. Great results, however, their top article and large amount of their traffic is a blog about warts.
If they create a quiz around warts, they should see an even higher number of conversions from that blog article.
It could be a simple diagnostic quiz, like, 'What's the best wart remover for you?', or a knowledge based quiz, 'How many causes of warts do you know?'.
This would lead to a higher lead capture than the generic skin score quiz on that page.
So keep brainstorming. Here's a great article to help you come up with the perfect quiz topic.
- Step 2: Create interesting results.
84% of social media shares of quizzes are on Facebook - Buzzsumo
Quizzes get better results than other forms of content upgrades because they have the potent power to go viral. So if you create a great quiz and use it effectively, it can reach people far and beyond your reach. How? Through social sharing.
The average quiz is shared nearly 2,000 times - Buzzsumo
However, it's the results that get shared online, not the quiz itself. So make sure the results are spot on.
Tip: Go through Buzzfeed's top quizzes and make notes of their results. What part of the result speaks to you? Can you imitate the writing style in your own quiz?
- Step 3: Add these details to a quiz builder.
Just add all this information in a quiz builder like LeadQuizzes and you're good to go. Here's an article to get you started on this.
- Step 4: Add the quiz to the blog post, and all over the website.
You can also advertise these quizzes all over your website to increase conversions. Find out which one is performing best out of all the quizzes, and then choose that for your main page, pop-ups and other high-performing pages.
Just like the following brands did.
AnnMarie advertised their What's Your Skin Score? quiz on their main page.
And then also as a pop up, to further increase the conversions.
Neil Patel advertised his quiz in the navigation and as a main call to action on his blog page. This directs everyone who's interested to that page directly, without distractions.
- Step 5: Watch your leads pour in.
Start using quizzes if you haven't already
Brands that have started using quizzes as their content upgrades are seeing a great surge in their conversion rates. So, instead of creating generic quizzes for your website, start creating post-specific ones.