The goal of conversion content is to propel web visitors to the stage of the customer journey where they take action.
For B2B SaaS companies and DTC brands, conversion content is distinct from both traffic and brand content.
The purpose of traffic content like SEO blog posts is to drum up awareness and clicks. Brand content’s job is to tell the story of your brand.
Not so for conversion content, which drives people to do something that turns them from a lead to a paying customer. This could be making a purchase, booking a demo, or signing up for a product trial.
Conversion content usually lives in the middle or bottom of the traditional sales funnel.
But the sales funnel is getting more fluid by the day. You can expect to find conversion content almost everywhere: from landing page copy and product pages to shoppable content and user-generated content (UGC).
In this guide, we’ll show you how to create conversion content that drives action—complete with real examples and data-backed insights.
Examples of Conversion Content
Conversion content takes many forms, including:
- Product demos or tutorials. This type of conversion content helps users see what it’s like to use your product.
- Case studies. Conversion content that gives a glimpse into how real customers have achieved success with your service.
- Testimonials and reviews. Builds trust by offering real comments and perspectives from real customers.
- Landing pages. Tightly designed to convert browsers into buyers with focused messaging and CTAs.
- Comparison guides. Blogs or cornerstone pages that help prospects choose the right tool for them—with a gentle nudge toward your brand.
- FAQs or objection busters. Help drive conversions by preemptively addressing doubts.
Before we leap into our content marketing tips for driving conversions, let’s look at three real-life examples.
Disclaimer: At Foursixty, our focus is on helping brands create high-performing conversion content, and we’ve worked with both B2B SaaS and DTC clients to do just that. The second and third examples below highlight actual shoppable content examples from real brands we work with.
1. Monarch Money
Monarch Money is an all-in-one finance app. One of its conversion content strategies is its four comparison pages with top competitors: You Need a Budget (YNAB), Simplifi, Credit Karma, and Mint.
When you click on one of these pages, you can see a simple breakdown of what Monarch offers versus what the competitor does.
Note that Monarch doesn’t explicitly knock YNAB as being terrible. It simply lays out what YNAB offers and highlights how Monarch offers more.
The visuals help reinforce this, too: the Monarch side uses sharp black and bright orange for font colors. YNAB is all greyed out.
This is an important type of conversion content because it’s information that helps your web visitors decide whether to sign up for your free trial or demo, or your competitors’.
2. Frankies Bikinis: Shoppable UGC Galleries on Product Pages
Frankies Bikinis is a direct-to-consumer brand that specializes in fashionable, high-quality swimwear. We’ve been working with Frankies Bikinis since the start!
The Frankies team came to us with a problem. They needed a way to put their best Instagram posts, including user-generated content, on their website.
Why? Because today’s shoppers expect brands to have a strong social media presence—and they trust high-quality content that shows real people enjoying the products.
UGC and quality social media posts should now be a core part of any content marketing strategy.
When both these types of content show up in strategic places on a brand’s website, social proof and conversions can skyrocket.
We worked with the Frankies team to:
- Embed a homepage gallery featuring Instagram UGC and top brand posts
- Create a shoppable Instagram gallery with current products
- Integrate product-specific “As Seen On Insta” galleries on product pages
The results speak for themselves.
By putting conversion content in strategic places, Frankies increased their online revenue by 23%.
You can drive conversions by putting UGC and social media posts in strategic places on your website, too.
2. Pura Vida Bracelets
Pura Vida Bracelets is a DTC brand that sells beautiful jewelry with a Costa Rican vibe. The team at Pura Vida came to us with a challenge. They had built a massive Instagram following—millions strong—but they weren’t sure how to turn all that engagement into actual conversions.
They needed a way to connect their high-performing social content to their ecommerce experience.
All without adding friction to the buyer’s journey—especially the shopping and checkout process.
Essentially, they needed a way to add shoppable content to their website. So here’s what we did:
- Added a homepage gallery to showcase Instagram UGC and top posts
- Integrated a product page gallery at the point of sale
- Brought Instagram and UGC into Pura Vida’s email list offerings
- Created a dynamic Shop Mini gallery with Foursixty’s Shopify integration
As a result of turning that Instagram action into conversion content, Pura Vida saw:
- 18.2% increase in click-through rate to the point of sale
- 73% increase in webpage views
- Bounce rate decrease of 34%
That’s the power of conversion content in action.
Pro tip: If you’re looking to make money on Instagram, you can also use Instagram reels, shoppable videos, and shoppable posts to drive sales from right within the app.
3. Notion: Product Tour Pages That Drive Signups
Notion is a popular documentation and productivity platform that uses product tour-style pages to convert website visitors into customers.
Under the “Explore” tab on the Notion homepage, you’ll find a list of use cases for the software.
Click on one and you’ll get a taste of the product from that perspective, screenshots, templates, potential configurations, and all.
This goes above and beyond just using generic illustrations and infographics to showcase a service, which is what too many SaaS and B2B brands do.
Why Notion’s use case pages work as conversion content:
- They align with intent (visitors want to understand specific use cases)
- Clear, benefit-driven headlines
- Integrated CTAs customized for the product tier are necessary for the use case
- Visual hierarchy that supports quick skimming and action
This type of middle-to-bottom-funnel content helps Notion move users from curiosity to signup with minimal friction.
In other words, it’s a textbook example of effective high-converting content for SaaS.
How to Create Conversion-Driven Content That Sells
The tricky thing about conversion content is that it can’t just look pretty. It has to be crafted in a way that convinces customers to take the desired action.
Whether you’re building landing pages for a SaaS product or optimizing shoppable galleries for a D2C brand, here’s how to make that content captivating.
1. Use Language That Sounds Like Your Customer Speaks
The best conversion content doesn’t sound like overly eager, convincing copywriting. It sounds like your target audience—like your customers.
When potential customers come across language that matches the way they think and speak about their problem, they feel pulled in.
Study how your actual user demographic describes their pain points, needs, and goals.
Pull language from:
- Customer support transcripts
- Reviews and customer testimonials (check reviews on your own site, plus places like G2 and Capterra if you’re a SaaS/B2B brand)
- Sales call transcripts or notes from demos
- Social media comments—including Reddit, Instagram, Facebook, and LinkedIn
Example: If customers say “I just wanted something that worked right out of the box,” don’t say “Intuitive UX.”
Say exactly that: “Works right out of the box.”
Relatable, unstuffy language builds trust and clarity between your customer and your brand. It also helps get rid of any guesswork.
The less time your customers have to spend deciphering what “intuitive UX” really means, the more time they have to start exploring the product—and making a purchase.
2. Match CTA Language to the Funnel Stage
One of the most overlooked but important changes you can make is lining your calls-to-action (CTAs) up with where the user is in the decision process.
- Top-of-funnel (TOFU): Use low-friction CTAs like “Learn more”, “Watch demo”, or “See how it works.” The less pressure, the better.
- Mid-funnel (MOFU): Try “Start your free trial”, “Get a personalized walkthrough”, or “Compare plans.” Leads are a little warmer, so they won’t mind the extra nudge to start exploring.
- Bottom-funnel (BOFU): Go direct: “Buy now”, “Get started”, or “Upgrade today.” Leads are piping hot. Take advantage of this and go for the gold.
Most of all, keep in mind that CTAs are not one-size-fits-all. Over-aggressive CTAs at the wrong stage can tank your conversion rates. And since the lines between funnel stages are blurrier than ever, you’ll want to customize your CTAs based on intent, not just funnel position.
When you’re not sure what the intent is, run A/B tests on your CTAs and measure against real engagement metrics like CTR, bounce rate, and conversion rate.
Even a tiny shift in tone—like changing from the more aggressive “Book Now” to the softer “See Available Dates”—can drive measurable changes in user behavior.
3. Test UGC vs Branded Content (And Track What Matters)
If you’re going to take advantage of posts and images pulled from social media, look at both UGC and your own, branded content.
The only way you’ll know whether UGC would do better than branded content for a specific product or landing page is to test, test, test:
- Run A/B tests with product pages, landing pages, or emails featuring UGC (e.g., real customer photos or videos) vs traditional lifestyle photos with models.
- Track click-through rates (CTR), average order value (AOV), bounce rate, and conversion rate.
- Pay attention to engagement time and scroll depth as signs of relevance and trust.
Pro tip: You can use tools like Foursixty to source, get permission for, and integrate shoppable UGC across key placements like product pages, homepages, and emails.
Real pieces of content from real customers can even outperform high-production creative assets.
All because it shows an authentic connection between your product and your customer.
4. Clarity Is Better Than Cleverness
Conversion copywriting is not the place to be poetic, as much as you’d love to weave in your smartest turns of phrase.
It’s the place to be crystal clear.
- Say “Start your free 14-day trial” — not “Unlock your digital future.”
- Say “Ships in 2 days. Free returns.” — not “We deliver joy on your doorstep.”
When people are trying to make a decision, ambiguity is the enemy. Prioritize readability, plain language, and simplicity.
Of course, if a poetic phrase is also clear…go for it. Weaving in one or two clever lines can make your content more memorable. Just don’t overdo it, and don’t sacrifice clarity for cleverness.
5. Use Real People, Real Use Cases, and Real Numbers
Conversion content builds trust by showing proof, not just by making claims.
Incorporate:
- Customer testimonials with full names and faces (no generic “Jane D.” stock quotes that could’ve been whipped up in your imagination)
- Customer case studies or use case pages
- Specific numbers: “12% increase in signups,” “28% lift in PDP conversion,” “Used by 7,000+ brands”
The more credible and specific your evidence, the more confidence a buyer has to move forward.
Remember: fuzzy, general claims don’t drive action. Specific ones do.
Pro tip: Always ask your current customers for permission to share the information and feature it on your conversion-heavy pages. It takes a little extra time, but it allows you to feature the information with full confidence.
High-Converting Content Creation with Foursixty
Want help turning your existing content into a high-converting experience? Shoppable content platforms (like Foursixty!) make it easy to source, tag, and embed UGC and brand posts that actually drive revenue.
We can help you turn everything from TikTok videos to Instagram posts into content that converts—and that’s easy to shop.
Learn more about how Foursixty works with a free demo or trial.
FAQs
What is conversion content?
Conversion content refers to any piece of content designed to drive a specific action, like a sign-up, purchase, or demo request. Unlike content at the top-of-funnel awareness stage, which focuses on building in-depth brand awareness and website traffic, conversion content exists to turn that attention into revenue.
It typically stays in the mid-to-bottom of the funnel and includes things like:
- Product landing pages with a clear value proposition
- Email marketing efforts
- Shoppable UGC
- Demo walkthroughs
- Case studies or testimonials
When it comes to digital marketing and lead generation, the goal is to lead potential customers from discovery to purchase, this is the basis of any UGC strategy. It’s measurable, actionable, and designed to help you rank for bottom-funnel terms in search engines.
What is a conversion example?
A conversion example could be:
- A visitor clicking a “Start Free Trial” button on your SaaS homepage
- A shopper completing a purchase from a shoppable gallery on your website
- A lead submitting a contact form after reading a product comparison page
These actions can be tracked in Google Analytics or other analytics tools to determine the success of your content creation efforts.
What is the difference between growth content and conversion content?
Growth content (sometimes called traffic or awareness content) is created to expand your reach. It’s focused on improving SEO, increasing website traffic, and building brand awareness. Think: blog posts, guides, top-of-funnel videos — content that helps you rank for broader search terms and attract new audiences.
Conversion content, on the other hand, is all about turning that traffic into action. It speaks to a more informed audience — those who already know they have a problem and are evaluating solutions. That’s where value propositions, proof points, and targeted CTAs come in.
In short:
- Growth content = reach
- Conversion content = results
Smart brands do both, but they know which content serves which purpose, and they structure their funnels accordingly.
