Engaging content... that converts - Richard Falconer at Conversion Conference 2011

Posted by Mark Slocock on 01 December 2011

Richard Falconer is Head of Technical Services at Big Mouth Media.

Understanding your content is vital to conversion rate optimisation. Content represents your company across the web – not just on your website. When we talk about content we mean everything, lists, emails, articles etc.

Richard outlined four different types of content; Authority Content, User-Generated Content, Content Curation, Confidence Content. 

Authority Content

  • White papers
  • News
  • FAQ's
  • Survey Data
  • Infographics
  • Guest Blogging
  • Articles

A lot of this content is created and people are missing the point – more time needs to be spent on creating this content. Social proof is happening for this type of content and being used in ranking (look up authorship markup).

User Generated Content

  • Reviews
  • Q&A's
  • Comments
  • Message Boards
  • Reviews are a fantastic way to increase conversions (Nielsen Wire)

airbnb are a great example of a website with good social interaction.

Content Curation

  • Custom RSS feeds
  • Republish, share, retweet
  • Curate externally
  • Curate internally
  • Curate tweets

Look at content curation sites:

  • Polyvore
  • Pearltree
  • Scoop.it
  • Pinterest
  • Magnify

Conversion Content

  • Pricing Pages
  • Lead Generation Pages
  • Product Pages

They ran a test with The Harley Medical Group and found that USP-based copy converted higher than the price based copy.

Reccomended reading: blog.eloqua.com

Next Talk: How and Why Domino's Pizza Adopted CRO Techniques - Paul Francis

Comments (1)

  • Rudolph     Runald Rudolph Runald on February 1st, 2012

    Richard has previously spoken at major events including SMX Advanced and FatWire Interact, and his team was named the Most Innovative Digital Marketing Team at the Econsultancy Innovation Awards 2011.

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