Published under: SEO, CXO, Content Creation, Conversion Marketing, Inbound

haroshi-skateboard-artJames Joyce understood conversion marketing better than most web strategist. As told by Stephen King in his book On Writing, one of Joyce's friends found James face down at his desk, exhausted and in complete despair.

"Is it the work?," asked the friend.

Of course it is; it is always the work.

"How many words did you write?"

"Seven," replied James.

"James, seven words in one day is good for you."

"Yes," Joyce agreed, "I suppose it is...but I don't know what order they go in!"

Conversion Marketing: Having the right words on your site is not enough.

Conversion marketing is a marketing tactic that encourages a web visitor to take a specific action. It requires content that conveys a style that is at once interesting and engaging for the visitor. Panda, the Google algorithm update of April 2011, will penalize a site in the rankings for having content with a low engagement factor, putting a new emphasis on customer experience optimization. I'm not suggesting you expect to reach the level of James Joyce or Stephen King. You do need to understand that creative writing means more than correct grammar. You do need to remember that while the science of machine learning algorithms is mechanized, it is the people visiting your site and their experience that matters most.

Visitors respond to humorous, engaging content with photos; presented in an entertaining and informative manner. The kind of content

conversion-marketing they will share with others even if it is not relevant to them personally. Shared content is a powerful component of conversion marketing.

Google Panda continuously raises the bar on content by analyzing aspects of the sites the quality raters like and the aspects of the sites the quality raters do not like to keep sites with quality content highest in the rankings. Conversion marketing means you have respect for the time and attention of your visitors. You know their visits are worth money to you. Conversion marketing relies heavily on the following user metrics:

  • Time on your site.
    Is your content engaging enough to keep visitors reading?

    conversion-marketing Visit our Convert page.
  • Browse rate vs. Bounce rate.
    How deep do they go in your site? Low quality on one of your pages will drop the value of your site significantly. Content must intrigue the visitor and be consistent.
  • Rate of click-through from Search Engine Results.
    How do people respond to your site summary on the search results page?
    A crucial factor of conversion marketing is whether they find what they were looking for once they reach your site or if they have to leave your site and go back to perform another search.
  • Traffic Diversity.
    Is the content of your site relevant to folks from all demographics and from various parts of the country and world?

Conversion marketing is constantly evolving and you need a positive user-experience to bring quality visitors to your site. A better user experience results in increased traffic.