One of the biggest benefits of blogging is that it draws people to your website. And why do you want people to visit your website? Probably because you want their business. Whether you like it or not, running a successful business is essentially about gaining new clients, earning money and making a profit. Blogging is a great way for you to achieve those business goals because a blog post done right can assist in helping you earn new leads.
On our website we consider a lead a person who has either signed up follow our blog or downloaded an offering. To determine if the blog post has good lead generating potential we track and review number of clicks on offering calls to action within the post and blog subscriber sign ups from the post. The tricky part is tracking the number of downloads or signups that resulted from a visitor viewing or entering the site through a particular post. We use HubSpot to track this information, the software labels data as a conversion assist.
Conversion assists help identify the most influential pages on your website, meaning pages that influence people to take an action on your site. Conversion assists are measured by looking at the number of people who visited a certain page on your website before they converted into leads.
In some cases, blog post pages that are well written and strategically designed can become extremely influential pages in helping your business earn new leads or customers.
Thanks to HubSpot, we are able to track how many assists each of our blog posts are earning. Our best performing blog post is E-blast, Don’t E-bomb: The Dos and Don’ts of Email Marketing. This year to date, this post has assisted in earning 25 leads.
This blog post has a history of high traffic but we weren’t seeing the desired lead generating results. We didn’t have HubSpot integrated with our site for all of 2013 to track the conversion assists but we do know that bounce rate was 85.43% and the exit rate was 83.94%, indicating poor lead generation potential. In 2013, when the post was written, our blog post pages were set up very basically. There were no links to other blog posts, no invitation to visitors asking them to follow our blog, basically nothing that really encouraged people to take action.
So, how were we able to earn 25 conversion assists in less than 5 months in 2014?
With the start of the new year, we integrated many new elements into our blog post pages in an effort to earn more leads with great results. If you are looking to create good lead generating blog posts, consider doing the following four things.
Integrate your website/blog with a software like HubSpot. The technology will allow you to track less obvious data like conversion assists. We would not have concrete data on how many assists this blog post made to contribute to earning new leads without HubSpot, we can only assume based on analytic data.
Add in calls to action in the sidebar of the page and at the bottom of the post. Instead of letting visitors wonder what the next step for them to take is, make it obvious what they should do by including large call-to-action buttons.
Link to related blog posts within the blog article and in the side bar. This gives people a reason to stay on your website even longer because there are still more answers to their questions to discover on your site. This type of movement and interaction within the site can help you earn a conversion if the visitor by exposing them to more information and potential offerings. One well written blog post may not be enough to entice a visitor to follow your blog. By offering more posts they may be interested in, they may see the value of the resources you’re offering and sign up after reading two or three.
Add an email newsletter sign-up form on every blog post page you create. If your visitors like what you post and want to receive alerts when you put new content up, being exposed to this form will give them a chance to share their contact information with you. Don’t make them work to sign up. Make it simple and prominent on every page.
After making these changes to the blog post and the page design, we compared the page analytics from 2013 to 2014. The data revealed three significant improvements aside from increased conversion assists.
In 2013 while this blog post did not include any of the elements listed above, this post received 3, 774 page views. After the page was renovated for 2014, it’s already received 6,827 pages views.
In 2013, the bounce rate on this page was extremely high (85.43%). With the changes in place, the bounce rate on this page dropped significantly to 11.12%.
We also saw a substantial decrease in the exit rate on this page, dropping from 83.94% in 2013 to 44.92% so far in 2014.
The moral of the story is: track and tweak for best results. If we hadn’t tracked the data we would never have known how much room we had for improvement and if we had not tried a new tactic we wouldn’t have improved our results![hs_action id=”9190″]
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