A few commenters on my last post mentioned that they were impressed by the conversion rates of the text links in my blog posts for the particular niche blog that was being tested.
So I thought I’d write a little something about what I do to achieve the highest possible conversion rates on all pieces of content that I put out there, and in particular one little secret that I have an inkling makes all the difference.
Let’s start with a scenario…
Say I’ve got a keyword that I think I can pick up some quality targeted traffic from. I want to write a piece of content on this keyword and have it both rank highly in the search engines AND convert highly for this group of visitors.
Let’s say the keyword is: “Tony Robbins seminar review”. I’m trying to write this post so it will rank well for that keyword and have the searchers of that word coming to my site, where I’m promoting some seminar tickets that I want my visitors to grab through my link.
The first thing I do is try to get into the mind of the searcher.
I try to think deeply about who that person is, what their core desires are, and what it is they really want to find. I try to imagine I was them, searching for that term – what would I be looking for.
Obviously this exercise is easier the more specific the keyword is, but the above is an example we can work with.
So first up, most people searching for the word “review” regardless of what comes before it, is someone who wants to know what the opinions of OTHER PEOPLE were about this product. They’re not looking for the sales pitch from the company, they want to know a user’s opinion.
So if I’m writing on that keyword, I have to find somewhere on the net, what the opinions of other people have been, and use them to craft my post.
I might start the post by addressing that person’s thoughts:
“Almost everyone knows the name of Tony Robbins in the world of personal development. But does everyone rant and rave like those people you see on TV? What do real people say about Tony Robbins seminars when no one is watching?”
You talk to the thoughts that person was probably having when they searched it. Anyone searching “review” keywords is someone who is interested, but wondering if the advertising claims are BS or not… they might be slightly skeptical, wondering what other people have said so they can be assured enough to make a purchase.
And the other thing about people searching “review” – at least, the people searching “review” that you want to target – is that deep down, they actually DO want to buy! They want to be excited and take the plunge, but they just want to be confident before making that decision. They want someone to confirm that the product is as awesome as the advertisements say.
So you speak to those thoughts within them. You have your post confirm what they want to believe – as long as the thing they want to believe is true (like if Tony Robbins seminars AREN’T awesome, you don’t write that they are, and you shouldn’t even really be promoting them).
And this alludes to the kicker: the factor I think really makes the difference.
That is, you don’t just give the searcher what they’re searching for… you give them what you think they would find in an absolute dream scenario, even if they didn’t search for it.
Here’s an example:
Say someone is searching for “buy Tony Robbins tickets online”.
What they are DIRECTLY looking for is a website that sells Tony Robbins tickets.
What they would LOVE to find (even though they didn’t search it) is a site that sells Tony Robbins tickets… AT A DISCOUNT.
You see the difference?
So at the end of the blog post on this keyword, I slip in something like this:
“In fact, I would be remiss if I didn’t tell you that at the site below, you can not only purchase your Tony Robbins tickets online, but at the moment, there’s a special offer on where you can get them at 10% off!”
And so on.
Of course this particular statement is reliant on your ability to actually and promote a site where your readers can get a discount, but it’s the underlying principle that’s important here.
Move your thinking from “What does this searcher want?” to “What would this searcher be OVER THE MOON to find?”
Maybe it’s a discount, maybe it’s a way they can get a bonus with their order, maybe it’s just something that they can do after they purchase to get the most out of the product… anything small like that helps.
Because when you’re not only meeting the searchers expectations, but exceeding them… that’s when you’ll get the super high click through rates and super high conversions.
Give this a try on some of your affiliate blogs and let me know if you see results!
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Good points. Sometimes my marketing hat stays on for to long and wants to sell, sell, sell. I will need to relate more with these posts and keep the selling on the selling pages. I will make some changes and see what happens. Thanks for the words.
I am with you on this one Rob. When I try to be objectionable I feel as though I’m pushing people away, and when I try to make the offer exciting, I usually end up over selling.
Whatever the case, I think you are on the right track about conversions. Without a doubt it’s about conversions. My blogs is getting plenty of traffic but my conversions suck at the moment. Even the low level conversion like signing up for updates.
And of course, it’s difficult to get into the mind of the surfers but that is what we are trying to do. Therefore, I will try it because it makes sense. Personally though, I believe a lot of people are typing in words when they are bored. For example: while waiting for their boss to arrive and start a meeting.
Also keep in mind; can you imagine what its like working in the corporate world now? I can’t remember last time I heard someone tell me that they like their job.
Hey Andrew,
That’s such a great post! It come’s just at the right time for me. I know I need to work on my conversions because right now traffic is moving about 10 mph to my site.lol So conversions are even more important! The traffic is something else I’m working on. But anyway thanks again for reminding me that I need to uncover and relate to the thoughts that are going on in the mind of the searcher. This going to be a major focus from now on. I always get great information here. Thanks Dude!
Thanks for giving me a fresh point of view! Sometimes it’s hard to put yourself into the mindset of your readers. Perhaps a few moments of trying to identify with my readers might yield better results.
This is an excellent point Andrew. I try to think of what the searcher is looking for and then giving them ‘that bit’ more. I particularly liked your add-on about the discount because that makes it ‘the icing on the cake’~a no brainer for anyone searching for those tickets. Good post (as usual)
Ever since I read your “1,000 New Visitors…” traffic report, I almost “follow” you online to pick your brain. BTW, the free traffic report is by far the most logical, sequential, comprehensive and implementable traffic tutorial I have ever laid my hands on and for which I had to pay for! Then I’m not even referring to the fancy SEO membership sites.
But I’m transgressing. Your post here on blog monetizing is another excellent example of the straightforward, logical wisdom you share. It’s the stuff that sounds obvious when you read it although it never crossed your mind before.
My blog is not living up to expectations, because although I believe I create great content that people are looking for I’m neglecting my products which must make me money as an afterthought, under “Recommended Resources” at the end of the post with a brief description but nothing to entice the reader. Now it sounds to me the product could be skillfully weaved into post’s educational content and specifically reviewed without making it look and reading like a sales pitch.
Thank you!
Thanks for tips. Its an important reminder that not everyone thinks like me, and I have to get out of myself in order to fast track my selling goals.
This post comes at a time when I’m truly depressed at my dismal online biz results despite my efforts. Like some readers here, I do get traffic but it’s the conversions I have problems with. Sometimes in the anxiety to sell, I forget that prospects are humans too. Perhaps I need to give them something free of value, like you do here before expecting any potential customers!
Thank you, Andrew
You hit it right on the head Andrew, thanks! It’s always about the principles of creating immense value, and knowing your buyers like you do your best friends. Excellent post.
Wow Andrew! Amazing post! I only think that only writing a web application need us (programmers) to put into the users’ shoes… Thinking about the interface etc. But looks like it also applies to writing articles as well…
Thanks Andrew
There really isn’t that much difference between online and offline marketers is there? Good marketers in both worlds seem to be able to sell us stuff without us even realizing they were doing it – but the best marketers are able to do it and exceed our expectations at the same time!
** You talk to the thoughts that person was probably having when they searched it. Anyone searching “review” keywords is someone who is interested, but wondering if the advertising claims are BS or not… **
Great info, thank you for point this out