All of your marketing channels ultimately drive prospects to the website. So, what happens when they get there? You may have high-value content for your target audiences, but how likely is it for a prospect to, first, end up where you want them to, and subsequently take an action?
Conversion-optimized websites are able to attract, engage, educate and qualify targeted visitors—that’s a lot of pressure for a stagnant website. Websites that dynamically align information needs of buyers to content are exceeding onsite conversion goals.
Thorough understanding of audience segments and buying processes is a prerequisite for success. While site design, navigation, analytics, and visitor profiling play an important role, it is content that is the fuel for the conversion engine. SiriusDecisions shares the four-step process for building a content asset architecture that will drive website conversion optimization.