How to convert blog visitors into customers for your online store?
Posted: Sun Jan 26, 2025 6:40 am
Working exclusively with e-commerce content marketing strategies over the past year, I have frequently received the following question: Gabriela, of the people who visit my content, how many actually become customers?
That is, what is the conversion rate of blog visitors into customers?
This is a complex question.
After all, the answer depends on the strategy of usa mobile number database each virtual store, the type of business, the sales funnel, the way you direct your visitor through the content and how you generate enough trust to make a purchase.
I would even give you the same answer if it were a physical store.
The goal of this post, before delving into specific metrics to support conversion, is to help you understand the path taken by visitors until the moment of purchase.
What do virtual and physical stores have in common?
Let's think about two scenarios together. I'll give you the options and at the end I want you to answer which store probably has a higher number of sales at the end of the month:
1. The Buen Precio store is located on a street with few people. Not many people pass by the store's door, and when someone finally enters, the salesperson is not very well prepared to serve them, does not know how to answer questions, is not very attentive and does not know how to indicate the best product for the customer.
2. The Hay de Todo store is on the busiest street in the city and also has a team of extremely trained salespeople. When someone enters the store, the salespeople are attentive to help, give advice on the products, share other people's experiences and accompany the customer to the cashier to complete the purchase.
Which of the two do you think sells more at the end of the month? I hope you answered the Hay de Todo store.
Online stores have much more in common with brick-and-mortar stores than you might imagine. Both need visibility and must offer good customer service, but these processes happen in different ways.
How to build your store network on Google?
Think of Google as a city. The busiest streets are the keywords with the highest search volume, and the best salespeople are the content that most helps customers when making a purchase.
For Google, knowledge is the currency. The most expensive land should be occupied by those with the best information on a given topic.
This means that you should always ask yourself if your website page is meaningfully answering a potential consumer's question.
That is, if your website does not rank well in search engines, has content that does not educate your buyer persona, has few paths for the visitor to navigate (it does not have links or banners on the site pages) and is confusing, your sales force still has a lot to improve, right?
How to transform content into your best showcase?
Going back to the idea that Google is a city, each page of your website allows you to build at least one more store, perhaps in the center or on the outskirts, depending on your authority and your investment,
But your website has a limited size, right? The size depends on the number of products and how much you manage to talk about each one.
When we talk about content published through the blog, and with a strong strategy behind it, we are referring to unlimited growth. That is, each piece of content adds a page within your website and each page is another store that is being built.
And the bigger your website is, the more opportunities you have to appear for that keyword with extremely high search volume.
Starting with a practical example, we can observe the results of Barba Brava in SEMrush.
convert visitors into customers - barbabrava site data
Although the site is well indexed, the public's biggest gateway from Google is through content: 73.39% of traffic comes from the subdomain “blog.barbabrava.com.br”.
This happens precisely because it is much larger than the domain that depends only on the available products.
We can notice this difference in size in Google, even when we compare Rock Content's institutional site with our own blog in Brazil.
Converting visitors into customers - rock content data in brazil
It's much more common for someone to become a Rock Content client through a search for "digital marketing" than by directly searching for information on how to hire Rock Content's services.
But, in addition to having good entry doors, we need to keep the visitor interested until they become a customer. Therefore, there are other complementary strategies that must be applied.
How to boost your sales force?
Remember at the beginning when we talked about having a good sales force?
The seller must be ready to welcome the customer and help them at the time of purchase, thereby increasing conversion and the relationship with them.
So who knows, maybe I'll come back and buy again.
Once again, when we talk about an online store, your seller is the website itself and its content. Now that you have managed to get the visitor to enter, it is necessary to show them the path to purchase, for that:
1. Answer your client's questions in the best way possible
Your content should have a purpose and serve that purpose. That is, if your customer searched for information about how to choose a men's shoe, answer any questions they may have on the topic! Present them with usage options, models, and even the best environments to use the product.
Sometimes the visitor is not ready to buy yet, and for this reason, it is important to have links within the content that lead them to understand more about related topics.
See an example in the following text:
Despite their success, some men do not know how to match their shoes with their clothes. For this reason, we have prepared some tips for you to check out!
2. Produce strategic content
It is very important that your content answers an existing question.
Your content needs to have a strategic purpose for your company, and one of the ways to validate whether it makes sense to write about a certain topic is by asking the following question: is there search volume for this keyword?
There are several tools to help you validate your hypothesis and even bring you new ideas. Some of them are: SEMrush , Google Keyword Planner and Keyword Tool .
3. Share your content
The more people enter your content, the more you will show Google that you deserve to be in the center of the city, that is, in the first positions, for having valuable information.
So, now that you've created valuable content that answers your potential customer's questions, use all the contact points you have available to share it.
Social networks
Social media is an excellent means of promotion, as there you have an audience that has shown interest in your brand. Take advantage of this to promote quality content through ads and don't stop talking to people there.
Email marketing
No one else can stand receiving thousands of emails from some brand, only with offers talking about the brand itself, right? Do it differently!
Send some emails with valuable content for your audience.
Increase your authority on the topic and stay tuned to your visitors to find out what is important to them and not just to you.
To start, give the visitor the opportunity to subscribe to your newsletter once they enter the blog to read some content. You can put a CTA at the bottom of the page, a central banner, at the top or in the sidebar, for example. Hello Bar is a tool that can help you.
You can also send out biweekly or monthly newsletters with the most successful content on your blog. You can also send out discount coupons to reward your content followers.
4. Show that you have a virtual store
In all content you must show that you also have the option of your virtual store, and that at any time the visitor can enter and make the purchase.
After all, the best salesperson is the one who shows the product at the ideal time.
To do this, you must always invite or show that there is an action available for the visitor to take. This would be the CTA (call to action) , which can be created in different ways.
Here I will mention some of the most common ones for virtual stores.
Internal links
Remember when we talked about links that can lead to related content in case the visitor still has questions about the topic?
The same applies to inviting people to learn about the products.
For example, if Barba Brava were to make a content about "using beard oils", it would be interesting for them to share the link so that the visitor enters the page of that product when the word is mentioned, like the example below.
convert visitors into customers - barbabrava site text
CTA Banner
Banners are placed in the middle or at the end of the article and are more focused on sales.
Here at Rock Content, we use banners throughout our blog content (as you can see in this post), which brings great results for our conversion rate.
You can also show related products that the person might be interested in, or products purchased by people who had a similar interest as the visitor.
Each visitor will find their own path through your website, but it's important to clearly show them their options and help them navigate the path you've chosen.
To better understand how many people click on each CTA and the path they take, you can place tracking codes on your CTAs.
5. Take advantage of the relationship built
You've already interacted with the visitor, answered their questions, offered a purchase opportunity, and they still didn't make the purchase.
What to do? Keep interacting with him!
Your seller can't give up on the first attempt, right? Send an email with a discount coupon for the first purchase or use remarketing strategies.
The larger your store is on Google, the more important it is to maintain the relationship with your audience and maximize the chances of conversion.
Measure all the results
One of the biggest benefits of working with an online store is that almost everything can be measured.
Test within your Google Analytics strategy and define numerical objectives for each channel. Start validating which strategies bring you the most returns.
That is, what is the conversion rate of blog visitors into customers?
This is a complex question.
After all, the answer depends on the strategy of usa mobile number database each virtual store, the type of business, the sales funnel, the way you direct your visitor through the content and how you generate enough trust to make a purchase.
I would even give you the same answer if it were a physical store.
The goal of this post, before delving into specific metrics to support conversion, is to help you understand the path taken by visitors until the moment of purchase.
What do virtual and physical stores have in common?
Let's think about two scenarios together. I'll give you the options and at the end I want you to answer which store probably has a higher number of sales at the end of the month:
1. The Buen Precio store is located on a street with few people. Not many people pass by the store's door, and when someone finally enters, the salesperson is not very well prepared to serve them, does not know how to answer questions, is not very attentive and does not know how to indicate the best product for the customer.
2. The Hay de Todo store is on the busiest street in the city and also has a team of extremely trained salespeople. When someone enters the store, the salespeople are attentive to help, give advice on the products, share other people's experiences and accompany the customer to the cashier to complete the purchase.
Which of the two do you think sells more at the end of the month? I hope you answered the Hay de Todo store.
Online stores have much more in common with brick-and-mortar stores than you might imagine. Both need visibility and must offer good customer service, but these processes happen in different ways.
How to build your store network on Google?
Think of Google as a city. The busiest streets are the keywords with the highest search volume, and the best salespeople are the content that most helps customers when making a purchase.
For Google, knowledge is the currency. The most expensive land should be occupied by those with the best information on a given topic.
This means that you should always ask yourself if your website page is meaningfully answering a potential consumer's question.
That is, if your website does not rank well in search engines, has content that does not educate your buyer persona, has few paths for the visitor to navigate (it does not have links or banners on the site pages) and is confusing, your sales force still has a lot to improve, right?
How to transform content into your best showcase?
Going back to the idea that Google is a city, each page of your website allows you to build at least one more store, perhaps in the center or on the outskirts, depending on your authority and your investment,
But your website has a limited size, right? The size depends on the number of products and how much you manage to talk about each one.
When we talk about content published through the blog, and with a strong strategy behind it, we are referring to unlimited growth. That is, each piece of content adds a page within your website and each page is another store that is being built.
And the bigger your website is, the more opportunities you have to appear for that keyword with extremely high search volume.
Starting with a practical example, we can observe the results of Barba Brava in SEMrush.
convert visitors into customers - barbabrava site data
Although the site is well indexed, the public's biggest gateway from Google is through content: 73.39% of traffic comes from the subdomain “blog.barbabrava.com.br”.
This happens precisely because it is much larger than the domain that depends only on the available products.
We can notice this difference in size in Google, even when we compare Rock Content's institutional site with our own blog in Brazil.
Converting visitors into customers - rock content data in brazil
It's much more common for someone to become a Rock Content client through a search for "digital marketing" than by directly searching for information on how to hire Rock Content's services.
But, in addition to having good entry doors, we need to keep the visitor interested until they become a customer. Therefore, there are other complementary strategies that must be applied.
How to boost your sales force?
Remember at the beginning when we talked about having a good sales force?
The seller must be ready to welcome the customer and help them at the time of purchase, thereby increasing conversion and the relationship with them.
So who knows, maybe I'll come back and buy again.
Once again, when we talk about an online store, your seller is the website itself and its content. Now that you have managed to get the visitor to enter, it is necessary to show them the path to purchase, for that:
1. Answer your client's questions in the best way possible
Your content should have a purpose and serve that purpose. That is, if your customer searched for information about how to choose a men's shoe, answer any questions they may have on the topic! Present them with usage options, models, and even the best environments to use the product.
Sometimes the visitor is not ready to buy yet, and for this reason, it is important to have links within the content that lead them to understand more about related topics.
See an example in the following text:
Despite their success, some men do not know how to match their shoes with their clothes. For this reason, we have prepared some tips for you to check out!
2. Produce strategic content
It is very important that your content answers an existing question.
Your content needs to have a strategic purpose for your company, and one of the ways to validate whether it makes sense to write about a certain topic is by asking the following question: is there search volume for this keyword?
There are several tools to help you validate your hypothesis and even bring you new ideas. Some of them are: SEMrush , Google Keyword Planner and Keyword Tool .
3. Share your content
The more people enter your content, the more you will show Google that you deserve to be in the center of the city, that is, in the first positions, for having valuable information.
So, now that you've created valuable content that answers your potential customer's questions, use all the contact points you have available to share it.
Social networks
Social media is an excellent means of promotion, as there you have an audience that has shown interest in your brand. Take advantage of this to promote quality content through ads and don't stop talking to people there.
Email marketing
No one else can stand receiving thousands of emails from some brand, only with offers talking about the brand itself, right? Do it differently!
Send some emails with valuable content for your audience.
Increase your authority on the topic and stay tuned to your visitors to find out what is important to them and not just to you.
To start, give the visitor the opportunity to subscribe to your newsletter once they enter the blog to read some content. You can put a CTA at the bottom of the page, a central banner, at the top or in the sidebar, for example. Hello Bar is a tool that can help you.
You can also send out biweekly or monthly newsletters with the most successful content on your blog. You can also send out discount coupons to reward your content followers.
4. Show that you have a virtual store
In all content you must show that you also have the option of your virtual store, and that at any time the visitor can enter and make the purchase.
After all, the best salesperson is the one who shows the product at the ideal time.
To do this, you must always invite or show that there is an action available for the visitor to take. This would be the CTA (call to action) , which can be created in different ways.
Here I will mention some of the most common ones for virtual stores.
Internal links
Remember when we talked about links that can lead to related content in case the visitor still has questions about the topic?
The same applies to inviting people to learn about the products.
For example, if Barba Brava were to make a content about "using beard oils", it would be interesting for them to share the link so that the visitor enters the page of that product when the word is mentioned, like the example below.
convert visitors into customers - barbabrava site text
CTA Banner
Banners are placed in the middle or at the end of the article and are more focused on sales.
Here at Rock Content, we use banners throughout our blog content (as you can see in this post), which brings great results for our conversion rate.
You can also show related products that the person might be interested in, or products purchased by people who had a similar interest as the visitor.
Each visitor will find their own path through your website, but it's important to clearly show them their options and help them navigate the path you've chosen.
To better understand how many people click on each CTA and the path they take, you can place tracking codes on your CTAs.
5. Take advantage of the relationship built
You've already interacted with the visitor, answered their questions, offered a purchase opportunity, and they still didn't make the purchase.
What to do? Keep interacting with him!
Your seller can't give up on the first attempt, right? Send an email with a discount coupon for the first purchase or use remarketing strategies.
The larger your store is on Google, the more important it is to maintain the relationship with your audience and maximize the chances of conversion.
Measure all the results
One of the biggest benefits of working with an online store is that almost everything can be measured.
Test within your Google Analytics strategy and define numerical objectives for each channel. Start validating which strategies bring you the most returns.