How content
drives conversion

What does your content strategy need to take into account to keep your customers happy and the conversion rate rising? We have five insights to offer.
  • Content Caroline Pieracci Design Jan Hug

Content has to be

A few days ago, my husband sat at the computer looking unhappy. He had to renew his driving licence, and was working his way through his home country’s traffic authority website. Even though he was getting annoyed, the website had his full attention, as it was extremely useful.

What can we learn from this? However chaotic and boring the content, if it’s useful we spend time on it. That’s why in content strategy we say usefulness is the be-all and end-all of any content. At Liip we split useful content into two areas: 1. It solves pain. 2. It delivers gains. We then use this to develop the content.

Content Strategy Recommendations

No empty marketing texts, no blah-blah-blah. Reward all visitors to your website with content that has true substance.

Driving licence renewal on the California Department of Motor Vehicles website.

Driving licence renewal on the California Department of Motor Vehicles website.
Source: Department of Motor Vehicles California, accessed May 2018

Content must be

In the past, consuming content meant reading books, studying newspapers or watching films. We had peace and quiet, and the medium was large in scale. Today, consuming content means looking at something on a super small screen whilst on the train with your shopping between your knees and some foreigner’s dog on your feet. When consuming content today, people are distracted. This means we have to simplify. The rules of thumb: structure your content so a child can follow. I actually test my work on our neighbour’s kid. He’s 12. When he looked at this article he said: more pictures! So thanks to him, we added a bunch.

Example 1: Signing-up for a driver license

  • Start your content with something that triggers positive emotions and inspire visitors to continue reading.
  • Split your content up so that it’s easy to follow. Use visual goodies such as images, videos, quotations, info boxes.
  • The big finish is the call to action. It triggers the user to do something.
  • Don't forget about teasers. They keep useres on the page.

Example 2: Page for Freitag product introduction

Source:, accessed May 2018

Don’t forget: be there with sales opportunities when someone is ready to buy.

The introduction outlines the text, an image or a video promise entertainment. So it’s worth reading on.

Content must offer a sense of

There are endless competitors for every product and every service. Take the example of deodorant. It’s just deodorant, but every deodorant brand now has its own particular attitude to life. For example, my neighbour’s kid I mentioned before uses Axe, as he once told me (what exciting topics of conversation we have). But he didn’t know why Axe is his deodorant of choice. Axe’s marketing strategists however do have an idea. They actually have had it for over 30 years when they first started positioning their product as "Irresistible".

Offer a sense of belonging by clearly stating what you stand for. Rexona, for example is for sporty and active people.

Axe has created it’s sense of belonging for more than 30 years. That’s how long they have been focusing on the brand value of ‘irresistible’. For example, in 1985 it launched the claim that it was ‘the smell that drives women crazy'. Just the effect that a teenager wants to have on the female sex. Sports fans instead go for Rexona, and those who prefer the sensitive touch choose Dove. Whichever you would choose – a clear positioning helps you and all other consumers to identify with a company, and to choose its products.

Content Strategy Recommendations

Find your unique voice to draw in and unite your customers.

Have a go at

Or in other words, don’t bore your visitors. In content strategy we work with two sizes: 1. micro delightment, 2. macro excitement.’s website does not use dry facts to explain how its bags work – every product video is a mini work of art. They offer surprise and delight, and sometimes even some PR potential. Freitag has mastered the art of micro delightment, and entertains users just where it is important: at the point of sale.

The other side of this is large campaigns, or macro excitement. These often target large-scale awareness, such as for example Nike’s Breaking2 campaign. Nike launched this crazy attempt and documented the world’s best runners trying to run a marathon in under two hours. An expensive undertaking, but with a high ROI: the teaser alone got 6.6 million views, 13 million life-stream viewers and 400,000 mentions using the hashtag #breaking2. Any content strategist enviously says: nice!

Content Strategy Recommendations

Make the extra effort to add a touch of entertainment to your content. Your visitors will thank you by staying on your website for longer and happily coming back.


Become part of your customers

Nike knows how it works: The Nike’s Breaking2 campaign takes us to a running training configurator where anyone interested in running their own marathon can create a training plan. So, of course, I did. Although I only did a half marathon, Nike was my constant companion for four months. What’s more, I also managed to persuade my dad to join in – and Nike also became part of his life. Nike’s content provided me with real added value, which was attractive and logically structured making it easy to follow. Nike stands for athletic performance – something I can identify with. Nike has wormed its way into my daily life with real added value provided in an entertaining way. I buy products from them, which is exactly what Nike wanted to achieve.

Content Strategy Recommendations

Make the extra effort to add a touch of entertainment to your content. Your visitors will thank you by staying on your website for longer and happily coming back.


Good content is time-consuming, but really does have something to offer – satisfied and convinced customers who keep on coming back. Even if our customers just start out as observers, the conclusion is clear: ROI several times over.

  • #5: Are you part of your customers’ world?

    Think about how to getinto their everyday lives.

  • #4: Are you entertaining your customers with exciting content?

    Captivate! So people stay longer and come back sooner.

  • #3: Are you creating a unique experience?

    Determine your brand’s unique character.

  • #2: Are your content pages cleanly laid out?

    Make sure that visitors can follow and understand you.

  • #1: Are you providing real substance for your visitors?

    Solve your users’ problems and provide them with added value.

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