OK, some SIPA sessions this year were good simply for showing me just how much I don't know. Granted, the bar is low. Due to the fact that I am lazy about unpacking my suitcase, I found out that the key to my room last year no longer works. But the gentlemen in my former crash pad could use a depilatory.
The session at this week's SIPA conference by Don Nicholas, managing partner of The Mequoda Group was like that. Not the part about hairy men; the part about being englightening.
The amount of attention needed to your site index, your meta tag page, your author landing page, and more was making me tired, until I heard the kind of results his clients and examples were getting. Your site-wide conversion rate is also a must metric. Nicholas said some sites get a decent 1 or 2%, but some who do it really right get between 6-8%. Conversion in this context means converting visitors to email subscribers to paying customers. At least I think. You see, it's my strategy to allow for errors in my reporting, in the hopes of generating requests for corrections, demands for retractions and hate speech directed at my people.
He recommended paying a LOT of attention to your rapid conversion pages, which are key to your conversion arsenal. TIP: offer a free report relating to the key word that brought the customer to the site.
I was scribbling in between coffee-shakes, but he included these sites as some good microsite examples: fuelnet.com; Motley Fool; HR Daily, about .com (with 456 microsites and a Google visibility index of 65%!), Morningstar and Consumer Reports. No, I don't have time to look up the URLs. If that annoys you, please write back and complain, including the proper URL.
Don prepared the presentation along with Mequoda Senior Partner Kim Mateus.
Good job!
4 comments:
Hi Tom,
Thanks for the coverage! To clarify on some of the points… when Don says that sites with effective conversion architecture see a 6-8% conversion rate, he is referring to visitors converting to email subscribers. Some of the ways to improve site-wide conversion rates is to use Text Links, OFIEs (Order Forms in Editorial), OFINs (Order Forms in Navigation), Floaters and Rapid Conversion Landing Pages, all asking for an email address in exchange for a free special report.
In terms of the rapid conversion landing page (RCLP), you’re absolutely right – publishers should pay lots of attention to this opportunity and use RCLPs as email acquisition goldmines. The process is to:
Do some keyword research to know what your potential audience is searching for in Google that you have content to support.
Pick one term that you think you can get ranked on (decent search volume with not much competition) and title your free special report accordingly.
Write the report and a rapid conversion landing page and optimize it for that term:
Include keyword phrase (report name) in meta title of page
Include keyword phrase in URL string
Include keyword phrase in meta description
Write a tip about the new report letting your existing email subscribers know it is available – this encourages pass-along. Of course, optimize the tip and have it point to the RCLP, making sure to link the actual keyword phrase, not “click here”.
Add a text ad to all of the related content on your site that points to the RCLP (again making sure to link the actual keyword phrase).
Write a press release announcing the free report and include in the release a link to the RCLP, again making sure to link the actual keyword phrase.
Let it cook, monitor the position, repeat and reinforce as required until the desired SERP (search engine results page) position is achieved for that particular term.
As you may have guessed, we’ve done this process ourselves at the Mequoda Daily. We have a free special report titled 12 Landing Page Templates, which describes each of the templates and provides examples. Here is our RCLP, optimized for the term “landing page templates”:
http://daily.mequoda.com/gla-8-master-landing-page-templates.html
And go do a Google search for Landing Page Templates – you’ll see us in the number 1 postion!
(Tip: don’t put numbers in the URL string. They won’t help with SEO and if you ever decide to update the report, as we did from 8 LP templates to 12 LP templates, you’re stuck with the old number in the URL!)
And the newest RCLP we just built for Fuelnet.com, optimized for the term “customer relationship marketing”:
http://www.fuelnet.com/free-reports/10-secrets-for-successful-customer-relationship-marketing/
Thanks again for your coverage! And do let me know if you have any questions.
Sincerely,
Kim
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