Wednesday, June 22, 2011
Delivering the Right Message
Over the past few days the topic of increasing conversion rates and looking at ways to make pages more dynamic has been coming up quite frequently. As a best practice, we generally suggest that using dynamic calls-to-action (ads) is a great way to go and ultimately can lead down the path of A/B testing and full-scale optimization of pages.
That said, when we're looking at ways to increase conversion based upon serving up a new message, there are a few things we can do.
1. Depending upon the entry page on your site/blog (or keyword blog in the case of Compendium) you can determine what CTA would make the most sense. For instance, if someone lands on a Compendium blog page about 'business blogging' -- it makes sense to serve up something related to a business blogging resource e.g. a whitepaper, webinar replay etc.
2. In a typical Compendium implementation, we will group keywords/entry pages based upon their relevance to a CTA and then serve those up accordingly. Once those relationships are set, you can then watch what happens to click through rates to see what is working as what is not.
3. Along those lines, you can also use the segmenting of keywords/search entrances and different images to test variations of certain CTAs on different pages. For instance, if you know that in the past the 'Corporate Blogging' whitepaper traditionally did well on pages where a searcher entered based upon 'business blogging software' -- it is likely worth some effort creating a few more versions of that same CTA to see what else would perform even better in that scenario.
Over the next few weeks, we'll be trying out a few of these strategies with iGoDigital
As the data is collected, we should see a substantial increase in clicks and then, with some added effort, can begin A/B testing to get even better results from the content and pages that currently exist and drive traffic.