Increasing conversion has become a significant challenge for businesses as more content saturates the landscape, dividing viewers’ attention and influencing decisions.
Despite this obvious reality, it appears a lot of gaming companies are still committing the same mistake by taking the shotgun approach – reaching out to as many people as they can – without considering the old, yet very apt “different strokes for different folks” adage.
To effectively achieve a return of investment from the efforts your company has made, it is important to establish the right context that will lead to conversion. To do that, you have to recognize what the market needs. How? By getting into their heads.
Determine Market Awareness Level
Delving into your market’s mind is no easy task, and catering to what it needs is even harder. However, there is a way to effectively get into their minds, and that is not to only realize your market’s disposition but to also understand their level of awareness.
Five decades ago, marketing expert Eugene Schwartz explained the idea of prospect awareness level (see Fig 1). The explanation may be from ages ago, but it still rings true today. By understanding the differences of these levels, then creating context depending to the market’s level of awareness, conversion will be much easier to achieve.
Take for instance, a sign-up page that needs to be mobile-optimized to display well on screen. The first solution a company will do is to resize it to fit on the screen. Will a company secure leads and traffic by merely resizing a sign up page? No, because if the page was not built– designed, laid out, and copy written – without the context of mobile, then a sign-up is not guaranteed.
Everything you do has to be put in the right context because each of your prospect is unique on its own. What they know is way different from what they need to know and you should be able to identify the difference. What appeals to one may not appeal to all. A prospect that is completely unaware of your company will never sign up on your page without you tapping into what it needs to know. In the same vein, a person who is aware of your company and products cannot be bothered reading lengthy newsletters.
Establish Context
Once you determine the awareness level of your market, it is just right to put more effort on establishing context than just simply creating content for your market and audience. It matters because context is what controls conversions. However, never assume your visitors are only problem- or solution-aware. You have to dig deeper.
1. Know market environment – Where is your prospect from? Why does it have that level of awareness? Where was he when he was browsing your website? What was he thinking? Analyzing the traffics sources and the factors they carry with them will help you understand their level of awareness. This will enhance visitor’s experience, and consequently, lead to a sign up.
2. Identify the problem or the lack of it – Do not expect a site visitor to subscribe to your website if you have 10 steps just to subscribe to your website. A busy prospect will have no patience to do that. If your solution to inform doesn’t cater to your prospects, it means you got some fixing to do.
3. Decide on the messaging point – When providing solutions to a problem, coming up with a messaging point will help you create the most appropriate context for your target. This will help you focus on what you want your prospects to understand and the message you want to retain. By keeping clear of your points, persuading them to behave for your advantage won’t be impossible.
4. Stir problems and solve – Sometimes the best way to deal with markets is to blatantly remind them of what their problems are. When copywriting for a newsletter with a link to landing page for instance, be sure to stir some issues and agitate them. This will remind the prospects of their problems that need to be solved. However, make sure to provide solutions on your copy and highlight the call to action.
5. Personalize – Devices and browsers being used are essential to understanding awareness level but it is more essential to take into account human behavior as a whole. Once learned, personalize to make yourself relevant, and then, acquainted with your market.
Taking into consideration emotions and experience of your prospect aside from logic will help dictate decisions that you want your prospect to make. Logical and emotional approach have to come hand in hand to be able to optimize context that are needed to produce leads, drive traffic and even earn more profit.
