How Canva’s Product Placement Drives Conversion Through Content

Introduction

Canva excels at converting content marketing efforts into actual user engagement. With over 920k+ monthly SEO traffic, its blog content strategically integrates seamless product placements. By offering intuitive CTAs and making the product easy to use, Canva effectively guides users from exploration to conversion.

About Canva’s Clever Product Placement

Canva does many things right when it comes to content marketing.

But one thing that turns their content marketing into conversion is their CTA(call to action).

Canva is drawing 920k+/mo SEO traffic via 771 blog articles so far. To convert this ToFu/MoFu audience into prospects, they stick to some particular product placement tactics.

Here is a breakdown-

Done-for-you Solutions

When Canva explains the steps of removing background from a photo, it doesn’t just talk about any tool. They specifically show how it could be done ‘using Canva’.
Plus, they make sure to make it look easier than all other alternative options.

Contextual Placement

Not all of their product placements are flashy banners with lucrative CTAs. They sometimes channel user’s attention towards their landing pages within the paragraph texts.
And those CTAs are very action-driven and intuitive, promoting both their use cases and premium tier benefits all the way.

Plug-n-play Usables

This is one of the most effective product placements, which puts users just one click away from what they are possibly desiring. They ensure these templates are what the users might be looking for right now.

Actionable items on the Header/Footer

Across the over-the-fold section, the sidebar, and the footer, Canva puts eye-catching banners and buttons with very intuitive CTA texts on them. This is impactful for desktop users, who are, in fact, Canva’s largest use case.

Landing Pages with Niche Intent

Canva embraced a ‘do(create)’ and ‘discover(template)’ intended landing pages that let the user create a design, or explore templates consecutively.
In total, there are hundreds of these landing pages, catering to thousands of long-tail search intents.

Almost No Entry Barrier

Lastly, Canva’s been very smart in lowering the entry barrier. To get into designing anything on their given template(within their ToFu/MoFu posts), you don’t need to create an account. You can create a design and download it without an account.
They’ll only pop up with an account opening offer to let you save the design, and get more out of Canva. The same goes for the transition from the free tier to the premium tier.

What I loved the most was how Canva is being confident about the product, and letting the user taste it before they jump in. The low entry barrier might be giving them tons of recurring users.

Conclusion

Canva’s smart product placements, low entry barriers, and intuitive design give users an effortless way to experience the platform. Their confidence in letting users try the product before committing has been key to driving conversions and building lasting customer relationships.

This short article is a part of our blog post on Canva's SEO Strategy Breakdown you can find it here: https://rankwizards.co/canva-seo-content-strategy/