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Your Secret Weapon to Improved Conversions: Content Analytics

Persuading your web users to convert is always job one for a digital marketer, and there are plenty of weapons that digital marketers have at their disposal. Better targeting, A/B testing, content changes–there is a long list.

But I believe that the most overlooked weapon is content analytics. Yeah sure, we all look at bounce rates and exit rates, but those traditional metrics are blunt instruments.

Are all bounces bad? No. Blog posts have very high bounce rates, mostly because people search, find a post, read it, and leave. That is likely a successful visit.

Content analytics allow you to distinguish which content is working and which is not, through several approaches:

  • Interaction. If someone looks at your page for five seconds and exits, that’s probably bad. If someone looks at your page for a minute, scrolls through the whole thing, and exits, maybe that isn’t bad.
  • Effective Clicks. If someone clicks a link on your page, that’s good right? Probably, but if they click on your top nav or your footer, maybe they got lost and didn’t find what they were looking for. Where they click is as important as whether they clicked.
  • Task Patterns. If you can see that task completions hinge on users seeing certain pages, maybe those are the ones to tease.

And that’s just a few tricks that you’ll learn if you attend my workshop on content analytics at the Marketing Summit in Las Vegas in June. Because it isn’t just about dashboards to tell you what to do–it’s about automation that improves your site as more people use it. I’ll see you there so you can pick up some secrets, too. And if you want, those secrets can stay in Vegas.

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Mike Moran

Mike Moran is an expert in internet marketing, search technology, social media, text analytics, web personalization, and web metrics, who, as a Certified Speaking Professional, regularly makes speaking appearances. Mike’s previous appearances include keynote speaking appearances worldwide. Mike serves as a senior strategist for Converseon, a leading digital media marketing consultancy based in New York City. He is also a senior strategist for SoloSegment, a marketing automation software solutions and services firm. Mike also serves as a member of the Board of Directors of SEMPO. Mike spent 30 years at IBM, rising to Distinguished Engineer, an executive-level technical position. Mike held various roles in his IBM career, including eight years at IBM’s customer-facing website, ibm.com, most recently as the Manager of ibm.com Web Experience, where he led 65 information architects, web designers, webmasters, programmers, and technical architects around the world. Mike's newest book is Outside-In Marketing with world-renowned author James Mathewson. He is co-author of the best-selling Search Engine Marketing, Inc. (with fellow search marketing expert Bill Hunt), now in its Third Edition. Mike is also the author of the acclaimed internet marketing book, Do It Wrong Quickly: How the Web Changes the Old Marketing Rules, named one of best business books of 2007 by the Miami Herald. Mike founded and writes for Biznology® and writes regularly for other blogs. In addition to Mike’s broad technical background, he holds an Advanced Certificate in Market Management Practice from the Royal UK Charter Institute of Marketing and is a Visiting Lecturer at the University of Virginia’s Darden School of Business. He also teaches at Rutgers Business School. He is a Senior Fellow at the Society for New Communications Research. Mike worked at ibm.com from 1998 through 2006, pioneering IBM’s successful search marketing program. IBM’s website of over two million pages was a classic “big company” website that has traditionally been difficult to optimize for search marketing. Mike, working with Bill Hunt, developed a strategy for search engine marketing that works for any business, large or small. Moran and Hunt spearheaded IBM’s content improvement that has resulted in dramatic gains in traffic from Google and other internet portals.

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