Everyone talks about how one article or post on Buzzfeed or Huffington Post is all they need to get some real link juice on their website. Link juice means traffic, and link juice means better rankings but more than that link juice means higher chances for conversion which ultimately means a better conversion rate. The line from the “going live” of the post to the conversion seems linear which is probably the biggest deception any digital marketer can make the mistake of falling on. Writing a brilliant post and managing to get live is just half of the journey accomplished. If no one knows what you have done then you won’t get too much noise made on your design, creativity or your verbosity.
The hassle of promotion
You will get traffic to your website and that will multiply over time. The key question you have to ask is: am I getting the most out of this traffic? Are they really doing anything more meaningful than just looking at my page? Do I know what makes them click on certain tabs or pages? Do I know what path are they following to become customers on my site? Are there any features or parts of the website which are useless or making visitors turn away from the site? The list goes on from here of course and all of these are valid questions to ask depending on your niche and type of audience.
I call this the hassle of promotion because randomly sharing a post on Facebook or just tweeting about your article is there and there about but getting these tricky details allow you to get down to the targeted aspect of promotion. You’re not going to be just writing about your piece being written, now you will talk about how that post answers questions that your readers may have. All of that simply increases the likelihood of them coming to your website and then converting.
This could simply be your blog post or an ad that you launched for your website. The first part of traffic awareness is in knowing the numbers but that’s easy and basic. The nuanced questions are the divisions between your audience, the kind of content they were looking up when they came to your website, their time spent on the website and other such measures. The dynamics surrounding such questions give you a better insight about what is “good” about your website and what’s not. But more than that if you can tailor your site to fit the story your visitors want then you are only doing your own chances good in the conversion field.
When a visitor decides to buy your product or subscribe to your services, they follow through your website’s content with attention and there is always an element that we can refer to as the selling point. That element is where the conversion happens even though the tangible bit of the conversion is when your visitor clicks on “checkout” or “subscribe” or maybe “read more”.
Tools and Tips
There are plenty of tools and software available that can help you gain better understanding of your website’s traffic, its better performing features. There are tools that can even help you gain better control and analysis over the semantics which drive certain audiences and visitors to click and land on your pages.
Heat Maps, Surveys, Analytics and even Spam blockers for blogs and keyword checkers can all show you where your website is standing and how well it is performing for each visitor that comes to your page. Even more so if you aren’t comfortable with the readymade tools made for traffic analysis then you can always invest in some freestyle development and add your own functionalities to the page that can give you the data you need for analyzing the traffic. This can be from finding out the current location of the visitor to the kind of preferences the user may have whilst searching. Channel optimization for retail is where this tactic is used in ecommerce and there are plenty of other channels where analysis of this nature would be particularly useful.
Any tool however only gives you the data though so driving forward on your presented analysis is the real deal breaker as far as a successful implementation of a conversion optimization strategy is concerned.