QUESTION – how do I maximise conversion rates?THOUGHT – educate your prospectsThe last thought in this series addressed the importance of content and the potential for it to engage a customer and hold their attention through the purchase process if it creates an emotional connection. The importance of content in maximising conversion rates is emphasised […]

QUESTION – how do I maximise conversion rates?THOUGHT – educate your prospectsThe last thought in this series addressed the importance of content and the potential for it to engage a customer and hold their attention through the purchase process if it creates an emotional connection. The importance of content in maximising conversion rates is emphasised in a study which found that 95% of respondents look favourably on content as a tool to help them make the right purchase decision. Content has the potential to increase conversion rates and reduce reliance on advertising. The importance of content reflects the consumer’s thirst for information that will make the purchase process easier and result in a better outcome. The provision of information and the education of potential purchasers can be a powerful tool in driving up conversion rates. To do so,  information must be: Tailored to the consumer and the decision they have to…