The 80/20 rule in content marketing is that 80% of your blog traffic will come from 20% of your content (and probably even less, like 1%), so although quantity matters, it is important to spend extra attention on the articles that get the most traffic.
Polishing your ‘winners’ and making sure your sales funnel is critical. Here we will discuss how to identify your winning articles, what to do about them and some tips for how to construct a solid sales funnel.
Use an analytics platform like Google analytics to track the unique visitors on your website.
Many platforms such as Shopify, Squarespace or wix have some sort of analytics platform built in.
Check your top performing pages over the last 30-90 days. Here is one from one of our client’s websites:
Now that I have a list of the pages that my users are coming to I should make sure that each one of these pages are as best as I can possibly make them.
Follow this checklist to ensure that all the articles meet SEO standards.
I cannot stress this enough. Although an article may have a sudden uptick in traffic does not mean that it is good content.
Think of this piece of content as the entry point for which users will have found your website—wouldn’t you want this content to be as good of a reflection on your brand as your product or service is?
The reality is that people do judge books by their covers.
Creating an excellent designed and memorable website will help user retention and general interest in your product or service.
You can track the user's journey from A to B and craft their experience as they do it.
What are your goals with your site? What would be a success for you? In marketing we call this a conversion.
But it doesn’t just have to be buying a product—social media follows, subscriptions to YouTube channels or putting someone on your email lists are all successful conversions.
Once you’ve defined your goal you can optimize your site with call to action buttons and links to your conversion content.
Whether or not email will be you primary means of communicating with your audience
If you don’t have a solid email capture on your site you will be missing out on many opportunities to promote your content and grow your business.
You can’t expect people to know what your up to unless you inform them, and unlike social media where usage fades out, email is a must have for everyone. This means you have a direct line to someone (another form of free advertising).
Our product, Juice, makes generating a first draft of your content (optimized with relevant headers, images and videos) really easy.
Juice gives you a search-engine-optimized article based on your keyword and allows you to finish content way quicker.
The ‘sandbox’ is an SEO term that defines a period of time that Google will wait before indexing your site and directing organic traffic to it.
When calculating this timeframe, the search engine will look at how popular the website is, and how large its content database.
The older the site, and the more unique articles/pages the better. But new websites can still rank within a matter of months if they are populated with fresh, consistent and good content.
The bounce rate refers to the rate at which users visit your site and then leave again. There are many factors that can influence your bounce rate, including page load time, design, content, usability, accessibility and more.
You can improve your bounce rate in a number of ways:
The page speed of your website can have a big impact on your bounce rate.
If you’re not sure how fast your site is loading, you can use Google’s Page Speed Insights tool.
If your site is slow, users will leave your site. Your site should be as fast as possible. The more time users need to wait to get their information, the less likely they are to stick around.
Again, if your content sucks, people will bounce. Make sure that your content is good and an honest reflection of your brand.
You want to satisfy the user for having taken the time to click on (and hopefully read) your content.
Finally, you can improve your bounce rate by including design features that will make your site more fun to interact with.
If your site looks cluttered, or uses too many visual distractions, users will be less likely to stick around. To create a more relaxing, friendly and inviting experience, consider these design features:
Call to action at the top of the page. An email capture at the bottom.
Using clear navigation can direct users to the pages you want them to see. These are just a few ways that you can start increasing your conversions and user experience on your e-commerce store or blog.