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  • How can smart content improve conversion

    5 December, 2017

    Smart content is one that adapts to the phase of the purchase cycle in which each user is located, thus increasing the conversion ratio. Those web pages that have a content optimization system are able to introduce those parameters that will differentiate the content that is displayed to one and other users.

    It is no longer enough simply to define the buyer person with data such as sex, country, position, economic or social position, etc. The first step to define the context on which to develop the intelligent content is to understand the needs, consumption habits and objectives of the users. All this in order to offer a different and individual experience to each of the types of users.


    Content marketing is based on offering the same content to all users, it does take into account the different buyers, but does not try to offer personalized content according to their needs or the previous interaction carried out on the web.


    First of all, the whole team will have to work on what would be the best structure for the web, more intuitive and simple, that helps users to move forward in the purchase process.

    The process begins at the moment when a user accesses the web and accepts the cookie policy. From there you can impact each client taking into account the user’s browsing habits, for example. In addition, with the implementation of a content management platform, parameters that determine a type of personalized content can be prefixed according to the moment in which the user is in the process, their interests or previous purchasing habits. This must be previously segmented to ensure that the next time you visit the website you can view content as similar as possible to what you are looking for.


    1. Website interface. This is where smart content should be applied the most. If a part of the users has already obtained a content from the web, ideally it would not be shown again. In addition, the type of advertising that is shown to you (if the website has advertising) could also be adapted to each type of client depending on what you usually look for or need.

    2. Call-to-actions optimized. It is essential to adapt the CTAs to the different phases that a customer goes through in the purchase process and, also, to their preferences and needs.

    3. Personalized newsletters. They work very well and it consists in using all the previous information of the users as, for example, their name and even their preferences regarding the information they wish to receive.

    4. Updated contact forms. It is better to have several forms depending on the data that you already have of certain users for having taken other actions on the website. This will save you a lot of time.


     Improve the user experience. Customizing the navigation of each user, we improve your experience with the website.

     Direct customers more effectively through funnel conversion. The effectiveness of the actions that suppose conversion is perfected.

     Do not be repetitive. If a user accepts the cookies or the privacy policy, the necessary data would have already been obtained and it is not necessary to ask them for a second time even if it is related to another action.


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