Offering tailored content upgrades push conversion rates

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 20, 2020, 3:15 PM UTC

Backlinko’s Brian Dean observed conversion rates rise from 0.54% to 4.82% in one day after offering a content upgrade.

This piece recommends marketers should offer bonus content to the readers who have already consumed their articles and are ready to subscribe to the brand’s email list in exchange for a content upgrade. But, the bonus content should be tailored based on the reader and not a generalised offer to make it impactful.

Focusing on the high-traffic pages can help brands identify the most appropriate areas for a content upgrade. Marketers can offer guide-based ebooks as bonus content. They can condense everything their readers need to know on one page, to make a high-value upgrade.

The author suggests businesses should personalise their content upgrade landing page and add attractive CTAs to drive conversions. Brands should use an effective opt-in form while adding a pop-up to promote their offer.

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[8 minute read]