The Power of (Format) Choice: Converting Visitors into Engaged Leads

To paraphrase the famous quote from the movie “Field of Dreams,” if you build a great website, visitors will come. The real question, however, is: how will you convert website traffic into leads?

The process of turning website visitors into prospective customers is not easy. Even in e-commerce, a sector greatly invested in robust websites, conversion is hard-won. For example, the average conversion rate for the 2.5 million online shops running on Shopify platform is 1.4%. Those with a conversion rate higher than 3.2% belong to the top 20% of Shopify stores.

Regardless of the industry or sector you belong to, converting website traffic into engaged visitors and prospective customers should be an important part of your business strategy. High-quality content is key to driving website traffic but it’s not enough. You need something more to keep visitors glued to your website – format choice.

The Power of Choice

When a viewer enters your website, that person already has chosen you. Whether the viewer stays for one second or thirty minutes or longer is up to you. By offering well-written, informative content and attractive images on an easy-to-navigate user interface, it’s likely that the viewer will continue to explore your website.

But the real clincher at that moment is giving the person the capability to choose how to consume a piece of content – text, audio, video, or infographics. Here are key reasons why format choice can (and should be) your conversion rate “superpower.”

Improve User Experience: Not all users want text content, and yet most websites are limited to text only. By offering other formats in addition to text content, you’re increasing the likelihood that:

• A viewer will stay longer.
• A viewer will engage with your content better.
• A viewer will return to your website.

 A survey by Wyzowl shows that 88% of video marketers say video has helped them generate leads, while 84% say video has helped keep visitors on their website longer. If adding video to your content repertoire can increase lead generation, imagine if you also add audio and infographics for good measure. Visual storytelling is on the rise with short-form video and images as reported among the highest ROI formats in 2024, according to HubSpot.

 Accommodate Different Learning Styles: About 65% of the population are visual learners, an important fact that escapes businesses that offer only text on their websites.

Visual learners absorb information more effectively through videos, films, infographics, and images. When you offer an array of formats in addition to basic text, you’re likely to capture the attention of those content consumers.

Multimedia content also helps users learn your product or service better because of the inherent way the brain absorbs information. While printed words and images are processed in one part of the brain, sounds and spoken words are processed in another part. Content that triggers both channels of the brain will help the consumer understand better.

Increase Access for Diverse Audiences: When creating and disseminating content, you must consider accessibility. You want to attract as many users as possible within your target audience, including those who might have trouble reading or perceiving colors and images and those who have hearing difficulties.

With multimedia content and multiple formats, you’ll increase content accessibility. People with visual or hearing difficulties will have other options to enjoy your content. It’s a singular advantage over websites that are limited to basic format.

Boost SEO and Discoverability: One of the biggest casualties of the Digital Age is the content consumer’s attention span. Consumers are constantly distracted by information overload coming from the internet, social media, and traditional media. It’s getting harder and harder to capture their attention. The average website has a bounce rate of 37% and an SEO click-through rate of 13%, according to Hubspot. How does your website compare?

Offer content in multiple formats, and you’ll increase the chance of grabbing the attention of distracted consumers. If you stick with text content only, you’re letting consumers stay passive while visiting your website, a sure way for them to lose interest fast.

Interactive content generates twice as many conversions as passive content, according to [add source]. Video, audio, and infographics are among the most effective types of interactive content that help consumers immerse themselves in your messaging. Puzzles, quizzes, and surveys are also interactive and popular. Attracting more traffic and increasing dwell time on your website through interactive content is a strategic way to boost SEO rankings and discoverability.

How Conforma Can Help You

In the battle for consumer attention in a saturated digital landscape, static text content won’t cut it anymore. Most companies are aware of that, judging by Wyzowl’s finding that 89% of businesses are using videos as part of their marketing strategy. In the same vein, a whopping 99% of video marketers say video has helped to increase user understanding of their product or service.

If you’re thinking of leveraging interactive, multimedia content through video, audio, and infographics, Conforma can help. Conforma’s groundbreaking, AI-powered platform can help turn your basic text content into different formats within minutes for a fraction of the cost.

Conforma is the first-of-its-kind, all-in-one platform that empowers consumers by delivering content according to their preferred formats, facilitating hyper-engagement on an individual basis.

Contact us today. Find out how Conforma can help you easily and instantly tailor every user’s experience across all channels.