Optimize your content for maximum conversions
In the previous chapter, we optimized our whole system. In other words, we optimize the squeeze page, the sales page, or the other pages that lead to actual dollars showing up in your bank account.
In this chapter, we’re going to focus on the content that populates the websites that feature your conversion platform. Maybe your conversion platform is a blog. In that case, you’re going to learn how to optimize the content that you will be showing on your blog.
Pick which content produces the most conversions
This step is actually pretty easy. After your blog or website has been online for a couple of months, you should be able to determine the following: most popular content – this is content that people click on to enter your website; and content that leads to exit links. In other words, this is the most popular content that people click on. And from this page, they click on an exit link.
The exit link goes to your conversion page. Maybe it goes to your sales page. Maybe it goes to a page full of ads. Whatever the case may be, these are the content that people read and they end up clicking Google AdSense ads. This second batch of content is the ones that send traffic to places that can pay you.
Analyze your most popular and highest converting content
I wish I can tell you that your most popular content or entry pages would automatically be your highest converting content. Oftentimes, there are not on and the same. There will be content that does a good job pulling traffic from search engines or other places on the internet. They do an amazing job with that.
But people don’t click the ads those pieces of content contain. Instead, there are other pages on your website that account for the actual conversions. Your job at this point is to optimize content based on its best performance.
What I mean by this is since you know that there are entry pages that dominate the amount of traffic you pull from the internet, try to optimize those. Try to create more of those so you pull more traffic from the internet.
The second level of optimization is to play around with those pages so they push more traffic to pages that actually lead to conversions. If it turns out that your page on, let’s say, horse breeds pull a lot of traffic from the internet but your page on horse sheds produces the most money, then you’re going to have to optimize the horse breeds pages to pull even more traffic.
Maybe you could create more horse breed profiles. Next, you’re going to look at the text within the horse breed profiles to try to increase the rate at which people click them to end up on your horse shed pages. You then optimize your horse shed pages to pump more traffic to ads, to your squeeze page, or to wherever else that pays you money.
Do you see how this works? This is a three-stage optimization process for your content. The secret here is to know which is which. Don’t automatically assume that just because a piece of content or a blog post pulls a tremendous amount of traffic from search engines that that’s your conversion page.
You should look at it as a pump. This pump has to have the right link to the conversion page that grinds out dollars. Do you see how this works? There are three things that you need to optimize.
To recap, you’re going to optimize your popular pages. So basically, you need to replicate more of these so more of your blog talks about the same topics so as to get more traffic from search engines and other places on the internet.
You also have to optimize or tighten the link between these popular pages and your conversion pages. Finally, you need to work on your conversion pages so they can turn more of your traffic into cold hard dollars.
How to optimize content
How exactly can you optimize content regardless of whether we’re talking about the entry page or the conversion page? Again, you should use an element-by-element analysis like the one I stepped you through in Chapter 7.
You should start with graphical elements. See if this improves the rate your popular pages pull traffic. You should also play around with formatting. Making these pages easier to read, lead to more people visiting the conversion page.
Finally, play around with the call to action. Create many different calls to action and see if this increases the click-through rate to your conversion page. On your conversion page, play around with the call to action as well as the ads that show up to see if this increases the amount being pushed by these pages to your sponsors or to your squeeze page or to any other place that actually converts that traffic into dollars.