Whether you’re new to content marketing or a seasoned pro, there is one thing that should be a part of your toolbox: optimization. You can produce the most informative, helpful and amazing content that ever existed, but if you cannot get that content into the hands of the people that you want to consume it, you’re wasting your money, effort and time.

Assuming you have a solid product that makes your existing customers happy, and a detailed plan that has created and mapped content to the buyer’s journey, user stories or some other method of lead-to-revenue progression, it’s time to think about squeezing as many conversions out of the content marketing transactional experience as possible.

When it comes to innovating and optimizing the conversion experience, few companies do it better than Amazon. They handle up to 400 orders per second, so their checkout (conversion) process is rigorously tested and tweaked to help ensure the smoothest experience possible for their customers.

Unfortunately, B2B marketers usually do not have the web traffic, in-house experience or sufficient time to perform these tests. Instead, let’s look at three approaches you can apply to your existing processes now to increase conversions:

1. Ruthless efficiency

Your landing page is where the rubber meets the road; it is here that your prospect either downloads your content or abandons the process. Along with solid copy and design, you should remove all unnecessary “outlets” that could distract visitors from completing your primary goal. Some quick fixes:

  • Remove the logo link to homepage (Go through the checkout process on Amazon and see if you can click their logo to go to the homepage. Spoiler Alert: you can’t).
  • Minimize extraneous page elements like menus and footers; only provide legal/copyright information as required.
  • Move social sharing icons and related links to the “Thank You” page (more on this below).

2. The “Thank You” page is the starting line, not the destination

Amazon presents visitors with tons of related products as they browse. They use the information gathered on their user (similar types of profiling and personalization are available using modern Marketing Automation platforms) to present them with related products based on that information.

If a visitor has arrived on your “Thank You” page, it is an amazing achievement! The problem is, most marketers completely drop the ball by not taking advantage of the attention and commitment just demonstrated by their prospect. One quick experiment you can try now is to use this follow-up page to guide your user down the next stage of the journey with language like “Thanks for downloading. Once you’re done reviewing this guide/whitepaper/ebook, take a look at these resources that might be helpful:”

Your prospect likes what you have to say enough to give you their personal information, so you should help them back by providing them with additional value!

3. Does it matter if they actually read it?

Amazon has algorithms that help to process what you buy and then provide recommendations for moving forward; they don’t watch how you use the product or know whether you love it or hate it, they just know that you bought it and that says something about you. For example, if you buy an electric razor, they won’t show you ads for shaving cream.

Likewise, B2B marketers can derive a prospect’s needs, intent to buy, stage in the evaluation process or level of influence simply by knowing the content they chose to download. It doesn’t matter if they actually read the content or not.

Note: as stated before, this assumes your content is mapped to a content matrix or other plan that helps you to identify your prospect’s needs and attributes. Armed with this information, your nurture programs or even website personalization efforts should be tailored to your user’s behavior, not your assumptions or guesses.

You have more than likely spent thousands, if not millions of dollars, of your budget acquiring your visitors, so make sure you do everything you can to make that visit count.