Conversion: Less Volume, More Results

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Here’s something I told our newsletter subscribers a few weeks ago:

* Numbers don’t matter as much as results. Focus on conversion strategies over building volume. Because if you’re not set up to convert, the volume won’t help you one bit.

To clarify — by numbers, I mean traffic numbers. Of course, the numbers involved in calculating your conversions…those are still important. Again, I’m referring to sheer VOLUME and the dangers of focusing solely on that.

Think About How Hard You Work to Get Traffic

Being Popular Isn't Always What It's Cracked Up to BeGetting traffic isn’t always easy. You optimize your web pages and build links. You write wicked blog posts, hoping for a little word of mouth and link love. You make all the “friends” you can on the social web, so they will be interested in clicking through to your information and hopefully buy your products.

Here’s the problem – if you aren’t targeting your IDEAL customer in all that work, you’re just setting yourself up for a really high q2maintenance business. If you have decided that your business needs volume (rather than conversion) to succeed, you’ve probably done a few of the following things:

  • Tried to get as many “friends” and people who like you and your website as possible. Just like in real life, more friends and fans means more emails, more phone calls, more obligations. In short, it can be EXHAUSTING.
  • Were more concerned with volume than your idea target customer, hoping something would stick. Sorry, but the more generic and wide-appealing your message, the less likely you’ll convert and in the process you may alienate your actual target market.
  • Didn’t implement a strong conversion strategy because you thought it might affect your volume. We all want to be liked, but we’re also here to run a business…so run your business. If you lose people along the way, the reason is simple. They weren’t your customers to begin with.

So, here’s the big question. How are your conversions? Do you know?

Calculating Your Conversions

The calculation for conversion is simple and if you already get this part, bear with me while I explain for others. Plus, there might be a few tips in this section you hadn’t thought of before.

The basic calculation is this:

# of action (sales/opt-ins/etc.) / # of visitors = conversion rate (expressed as a percentage)

For example, if I have 3 sales during ad campaign that achieves 274 visitors, my conversion rate is:  1.1%

Or if I have 120 visitors and 30 opt-in to my newsletter, my conversion rate is:  25%

And hey, if you don’t want to get out a calculator, there is a handy conversion rate calculator where you can plop in your numbers. But honestly, it’s a simple matter of dividing your actions/sales/opt-ins by the number of visitors. Simple as that.

So What’s a Good Conversion Rate?

Measure Your ProfitIt varies. It depends if you’re selling a product or looking for a leads – obviously, a lead is easier to get than a sale. It also depends on your source of traffic.

Traffic from your opt-in or customer list should convert better than a general advertising campaign.

Traffic from affiliates who effectively warm up their referrals will often be higher than a pay-per-click  campaign.

Of course, people want some kind of barometer to ensure they’re somewhere in the ballpark of where they should be.

For a sales page with targeted traffic, a conversion rate of 2-4% would be a good thing to shoot for, but for many products it is possible to go higher.

For an opt-in page with similar traffic 30% or more is certainly attainable and if you’re sending pre-sold traffic to the opt-in page, you can go much higher than that.

You also want to look at conversions on a page-per-page basis. If you have a multi-page website and you’re looking at the visitor numbers as a whole, but you’re trying to figure out how well your sales page converts, you should look at the visitor stats for the actual sales page page. While knowing how your website performs as a whole can be a useful statistic, there are many administrative pages and pages people visit for other reasons (ex. membership log in areas, download pages, forums, etc.).

And as a final note (we aren’t going to go deep into numbers here – I hear you…math isn’t my favorite subject either!), your profit per sale also effects what type of conversion you might be shooting for. If you have a high profit product, a lower conversion rate might very well be acceptable because it yields a better return for you. So the second calculation you need to do is “value per visitor”.

Calculating Your Value Per Visitor

Sales Total / # Visitors = Value Per Visitor

For example, if I have 789 visitors and my sales are $523, that means the visitor value is $0.66 . Of course, you need to take into account your actual PROFIT, so if you know your profit per sale and use that, you will get a much more telling number. Of course, the higher profit your product is and the more targeted your traffic and page, the easier it will be to increase that number.

Improving Your Conversions

Now I didn’t mean to get into a math lesson, but it’s important to get those basics out of the way. The fact of the matter is, marketing to the masses is tiring and it’s way more work and if you look at your numbers, you might be surprised that you’re working much harder at getting volume than you need to.

With that in mind, here are some action steps for you:

  • Know who your audience is and keep your focus on that. A great resource for finding your ideal target customer is our 15 Things Guide.
  • Different pages, have different purposes, so you have to balance conversion with your end goals. For example, you’ll approach a blog differently than you would a sales page or opt-in page, but many of the basics are the same. You need to conscious of conversion, no matter the marketing vehicle.
  • Don’t be afraid to sell and learn to sell naturally. If you have a product that is the perfect complement to something you’re talking about in a blog post, tell them about it. Sell products regularly to your mailing list. It seems silly to say, but many people don’t seem to realize – If you want to sell something, you have to sell it!
  • Keep your reader focused. There’s no need to give them a thousand different options and hope they’ll click something or do something. Keep your site clean and focus on one main conversion goal per page (ex. sell a product, get an opt-in, etc.).

Now there’s nothing wrong with growing your volume, once you have those 4 things above in place. After all, if you’ve got the conversion thing down, more highly-target prospects will only benefit your business.

Free Outsourcing Content Guide

Thinking of hiring a ghostwriter, but have concerns? Download your free 21-page step-by-step guide that shows you how to save time and maximize your profits through content creation. There’s no charge, just a quick opt-in required and you can unsubscribe any time. It's a real eye-opener and completely simplifies the content creation process for any online business owner.

Click here to get yours.

Swipe File: Content Marketing Results

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Free Swipe FileIt’s one thing to publish content and hope for something to stick, but it’s entirely another to create content that is designed for boosted conversions.

I don’t know about you, but I’d prefer to do the latter. :-)

To help you, we’ve released a Content Marketing Swipe file that will help you with your…

  • Headlines
  • Power Words & Phrases
  • Transitions
  • Calls-to-Action
  • Closings
  • Post Scripts (P.S.’s)

Download it and keep it handy EVERY TIME you write a blog post, an email, a report…basically, whenever you’re writing ANYTHING.  I hope you’ll find it helpful.

Download Link:

Click here to download your swipe file

Feel free to share it with your ghostwriter, copywriter or anyone who writes for you as well.

Free Outsourcing Content Guide

Thinking of hiring a ghostwriter, but have concerns? Download your free 21-page step-by-step guide that shows you how to save time and maximize your profits through content creation. There’s no charge, just a quick opt-in required and you can unsubscribe any time. It's a real eye-opener and completely simplifies the content creation process for any online business owner.

Click here to get yours.

Your Questions: How Do I Get People to Click on My Links?

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questionsHere’s a question Gordon. He asked about getting people to click on your links. There’s nothing worse than creating content, driving traffic to it and nobody clicks any links.

There are so many factors involved in whether or not someone clicks on your links and for the most part, we have no control over any of it. However, you can increase your chances of getting clicks by keeping the following in mind…

Remember It Has a Lot to Do with Volume:

There’s math involved here. If only 15 people read your content, it’s quite possible that no one will click your link. I know it kind of sucks, but it’s true. To maximize the chances of getting clicks, make sure your content is viewable over time and repurpose it so it can be seen more often.

So please, don’t be discouraged.

If you published your content today and only 15 people saw it, there will be more visitors over time. You can increase your chances of getting traffic over time by ensuring you have a good navigation structure and optimizing your content for a highly-targeted keyword phrase. You can also promote it on social media, get affiliates to share your content and employ other strategies.

If you published your content as an article, repurpose it into an autoresponder message, bundle a bunch of articles into a report and distribute. You can take the information from the article and make a short video. In short, you can do TONS of stuff with the same piece of content to ensure it’s seen more often.

Be Relevant:

The links you include in your content should be as relevant as possible. If you’re helping a reader solve a problem through a blog post, the link you provide should be a further solution.

If you’re loosely relevant, they’ll be less interested. For example, if you write an article about reducing cholesterol levels and then link to a healthy eating video, you may get some health-seekers clicking through…but it’s not as relevant as a product that specifically helps reduce cholesterol levels.

Be Interested:

Now you don’t have to be an over-the-top used car salesman, but you should be passionate about your topic AND what you’re linking to. Tell them why they should click…not just that there is a product available on the other side of the link.

Be Direct – A Keyword Link is Not Enough:

Publishers want better search engine rankings, so they link to their products and offers using keyword links. For example, they’ll make a link like this:

This gluten-free cookbook has a lot of recipes.

Search engines respond to keywords (but note, this is only a tiny part of a comprehensive SEO strategy)…humans don’t always. While you can include keywords, it’s important to tell your readers what you’d like them to do. Even though we might want to deny it, humans do respond to being told what to do. So instead, try something like this.

I found some great recipes in a gluten free cookbook I found at my local bookstore. It has some pretty scrumptious baked goods and my kids have always gobbled everything up. Click here to see the table of contents and get a copy…it certainly changed my way of thinking.

In the first example, we’re just talking about the cookbook. In the second example, we’re talking about it and encouraging the reader to click through. Big difference.

Practice & Track:

Figuring out what works is learned over time and you can’t get get discouraged at the beginning. The more you write, the better you’re going to get at this. And don’t forget to track your links and see how things are going. Do more of what works and none of what doesn’t.

If you’re starting to improve your click throughs, I’m sure these tips will provide some immediate difference. But remember, it’s something we learn to do better over time…so keep at it. You’ll get it!

Now What? 

We’re also here to help you with your persuasive writing techniques. Just join us for our Persuasive Writing Training. We’ll show you how to get your readers excited about clicking your links and responding to your calls to action. Go here to learn more.

BlogCPR.com

Want More Profit? 15 Things…

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15 Things to Know about Your Target MarketWithout a doubt, online content publishers and bloggers are a busy bunch. You’re busy writing, you’re linking and you’re writing some more.

What if I told you that you didn’t have to work so darned hard? What if you could do a whole lot more with less?

Well, you can…

It all comes down to knowing who you’re writing for and why. That’s why we just put together a totally free guide (no opt ins required) called…

15 Things You Should Know about Your Target Market to Immediately Boost Your Sales

It’s really not what you say or how much you say it. It’s HOW you say it and when you understand what makes your target market tick, you will connect with them and sell more products.

And that’s a promise.

Download Your Free Guide:
Click here to get it.

Free Outsourcing Content Guide

Thinking of hiring a ghostwriter, but have concerns? Download your free 21-page step-by-step guide that shows you how to save time and maximize your profits through content creation. There’s no charge, just a quick opt-in required and you can unsubscribe any time. It's a real eye-opener and completely simplifies the content creation process for any online business owner.

Click here to get yours.

Freelance Sites vs. Hiring All Custom Content

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Hope your week is shaping up to be a good one. It’s been a busy week working with our clients and gearing up for all our new monthly service clients.

When we started planning our money-saving service, we asked for feedback from our clients and potential clients. Here is a question we received about that.

Q: “I’ve considered transcribing my teleseminars but was going to go through Elance or Odesk — so one question I would ask as a prospective client is ‘How is your service going to be different than what I can get through Odesk or Elance’?”

—————— START ANSWER ————————

There are plenty of places to find freelance transcriptionists and some of those places include job sites like Elance or oDesk. If you’re not familiar with these sites, they are places where businesses like you can post projects and people seeking work can bid on projects.

There are few things to consider when working with freelance sites:

* It’s time consuming to go through responses and decide who is the right one for the job.When you choose us, there are no applications to review. We make sure our team of transcriptionists get your jobs done. It’s that simple.

* While there are some great people working on these sites, you can bet there are plenty of bad apples. There are unqualified people applying for projects and plenty won’t bother to complete the project.

With All Custom Content, you’re dealing with a company that has reliably provided transcription service to our clients for the past 4 years.

* It’s not always easy to find people for ongoing work. We know that oDesk tries to put its focus into ongoing work, but there is no way to guarantee that. Many freelancers working this site are placing their work bids low, just so they can get the job and then realize they can’t afford to keep working at that rate, so they are off looking for the next best thing.

Again, we’re an established company that continues to provide this service on an ongoing basis. Sure, we have transcriptionists come and go, but our ultimate responsibility is to make sure YOUR project is done. We put our clients first…period.

Overall, you’re going to save time and money. Plus, you can rest assured that your projects are completed month after month, without the hassles you might get elsewhere. Of course, you have to weigh the pros and cons for your own unique business, but we think you’ll be pretty happy with what we’re cooking up and will have more information for you soon.

—————— END ANSWER ———————–

Free Outsourcing Content Guide

Thinking of hiring a ghostwriter, but have concerns? Download your free 21-page step-by-step guide that shows you how to save time and maximize your profits through content creation. There’s no charge, just a quick opt-in required and you can unsubscribe any time. It's a real eye-opener and completely simplifies the content creation process for any online business owner.

Click here to get yours.

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