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Posts Tagged ‘SEO’

Web Optimization: Traffic without conversion doesn’t matter

April 3rd, 2014 No comments

At Web Optimization Summit 2014 in New York City, Michael Aagaard, Founder, ContentVerve.com, will present, “How, When and Why Minor Changes Have a Major Impact on Conversions,” based on four years of research and dozens of case studies.

To provide you with a few quick test ideas, we reached across the miles to Copenhagen, Denmark, and interviewed Michael from our studios here in Jacksonville, Fla.

In this video interview, Michael discussed:

  • Why he’s so passionate about conversion optimization (and why you should be, too)
  • A pop-up test that generated 142% more newsletter signups
  • The one-word change of call-to-action button copy that consistently produces results (in several languages)

 

Below is a full transcript of our interview if you would prefer to read instead of watch or listen.

  Read more…

Marketing Research: Average conversion rates

March 19th, 2012 13 comments

Jon Powell and I recently spoke on a Cisco webinar and were asked that ever-popular question — what is the average conversion rate?

Here’s the answer — 8.2%. You can stop reading the blog post right now.

In all seriousness, I wish I could give such a simple answer. However, the truth is much more complex. We’ll take a look at some average conversion rates in just a moment, but first let me suggest you use this data with caution. And here’s why …

  Read more…

SEO Research: Why opportunity is knocking for marketers doing SEO

October 21st, 2011 1 comment

A few years ago the idea of dedicating a landing page for a certain segment of traffic to a website was a novel idea. Then, with the rise of Google, PPC started becoming more popular.

When that happened, marketers realized that if they made keyword-specific landing pages, they achieved better results from the traffic they were paying for.

Marketers started to realize that they could make custom landing pages for other channels as well, like display ads and email campaigns.

There are other channels that most marketers haven’t capitalized on yet with a targeted landing page. One of those is organic search.

Take a look at the data on SEO landing pages in the following chart from the MarketingSherpa 2012 Search Marketing Benchmark Report – SEO Edition. For advanced marketers, SEO landing pages is an extremely effective tactic, but for the rest, it’s left untouched.  Read more…

SEO Landing Pages: How your peers optimize for traffic and conversion

October 12th, 2011 8 comments

Every marketer is trying to find ways to tap into the traffic-generating beast that is The Google to drive conversions. Or, so I thought. You can imagine my surprise when I cracked open the new MarketingSherpa 2012 Search Marketing  Benchmark Report – SEO Edition and found that just 51% of marketers use SEO landing pages.

And yet, 93% of marketers are using keyword/keyphrase research. Which tells me that marketers are spending a lot of time, energy and resources to drive traffic to a general site, homepage, or other page that isn’t specifically optimized for conversion. Hey, traffic’s great, but a man’s gotta eat.

So why aren’t more marketers using SEO landing pages?

Well, according to MECLABS Research Analyst Kaci Bower’s report, 54% of marketers found SEO landing pages to be very or somewhat difficult (that number hit 92% among marketers only in the Trial phase of SEO). And for good reason. I like to think of Google like the Federal Reserve, as Ben Bernanke once described himself, they are always “purposely vague.”

In essence, there is no scientific process to SEO, it’s mostly trying to figure out what the man behind the curtain is up to. So while we can’t remove all the mysteries that make SEO difficult for you, we can help you determine how to optimize the conversion on SEO landing pages in a way that lessens the chance of messing up an already high SERP ranking, or starting from scratch and creating a page with good SEO potential to begin with that you can also test and optimize to make sure it doesn’t generate traffic, but also converts that traffic.

So in today’s Web clinic at 4 p.m. EDT – SEO Landing Pages: How we achieved 548% more conversions without damaging organic rankings – MECLABS Managing Director Dr. Flint McGlaughlin will share our discoveries about optimizing SEO landing pages to help you overcome some of that difficulty.

Our focus will be more on LPO and less on SEO tactics. And, our goal is to help you determine the basic search engine optimization factors to consider when building a landing page, but mostly how to take all that traffic you can get from Google, Yahoo!, Bing and the like, and turn that into revenue, leads, and donations.

But before we share our discoveries, we asked your peers their top advice about SEO landing pages. Here are a few of our favorite responses, starting with the in-depth, very helpful first response … Read more…

New Marketing Research: 3 profitable traffic sources most marketers are ignoring

June 3rd, 2011 6 comments

If you’ve been reading this blog for just about any amount of time, you already know that landing page optimization is an effective way to increase the ROI of your website traffic.

But when most people think of landing pages, they think of pages tied to certain traffic sources. The most popular of those sources are generally PPC ads and email messaging.
But there are a few other opportunities to capitalize on your traffic with landing pages. Take a look at this marketing research chart from Boris Grinkot’s 2011 MarketingSherpa Landing Page Optimization Benchmark Report:
dedicated landing pages chart
According to the chart, most marketers aren’t optimizing traffic from:

  1. Social media sites
  2. Referring sites
  3. Organic search

Now right off the bat, you might be thinking that the reason those traffic sources aren’t capitalized on has to do with the fact that most websites aren’t getting traffic from those sources.

However, this data only factors in marketers who have traffic from these sources.

So for example, of the E-Commerce sites that are currently receiving organic search traffic, only 31% of them are capitalizing on it with dedicated landing pages.

The fact that some marketers are dedicating landing pages to these particular sources of traffic is a good indicator that they are working to convert that traffic, but that most marketers are simply missing out.

This one chart signals that there is a tremendous opportunity to get ahead of your competition and start capitalizing on more of your traffic.

Get 41 more charts like this one…FREE

This is simply one insight from one chart in the Benchmark Report. If you really wanted to, I’m sure you could get a lot more out of this chart. You’re only limited by your own business intelligence.

For the next few days, the entire chapter from the Benchmark Report this chart is in can be downloaded for free thanks to a generous sponsorship from HubSpot. All you need to do to get your 41 free charts including Boris’ insightful analysis is click the link below, fill out the form on the landing page, and download the chapter.

Get your free chapter now…

Mobile Website Optimization: The growing impact of mobile search

April 6th, 2011 1 comment

The mobile Web will be bigger than desktop Internet use by 2015, according to Morgan Stanley. How will that affect landing pages that have been optimized for computer users? And what impact will it have on the effectiveness of your marketing campaigns in general?

This week marks the opening of MarketingSherpa’s Eighth Annual Search Engine Marketing Benchmark Survey (Editor’s Note: MarketingSherpa is the sister company of MarektingExperiments). In putting this together, I found myself rereading last year’s report. Once again, I was particularly struck by marketers’ perceptions of mobile search. We surveyed more than 2,000 marketers regarding the impact of mobile search on their businesses. Interestingly, more than half stated that mobile search has no impact. Read more…