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[VIDEO] Traffic Generation Cafe – Conversion Critique

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When Ana asked me to write how she could increase her conversion, I was interested.

“The First Lady of Traffic” is asking me to publicly show how she’s wasting her traffic… 😉

Take a look at a gentle execution of Ana’s blog, plus learn what you need to do to convert more visitors to subscribers.

How Ana Could Increase Traffic Generation Cafe Conversion

Check out the video course…

Key Points from the Video

If you thought you could skip the video and get all the key ideas from the text, sorry, you were wrong.

But just to make the two most important points of the video stick…

1. Make sure you offer a clear focus point for visitors when they come to your site.

2. Explain the value of your offer that people will get when they subscribe.

1. Focus Points

When someone comes to your site, they look for something to focus on.

If they don’t find that easily, they’re likely to leave.

So your job is to make sure your visitors find something to draw their attention, and that that something is what YOU want them to see.

Usually the first focus point is a headline or a picture.

But there should also be the next focus point.

And the next one, and the next one.

The idea of focus points is to make it easy for first time visitors to move forward on your page.

Once they get a hang of how your site is built, the primary focus points aren’t necessary anymore, as the readers already have an idea of where to look next.

Even if you have a home page that’s meant for first time visitors, you should make all your pages have a clear first and second focus points.

The first focus point should give the reader a good idea of what your site is generally about.

Often your tagline does that better than any other single element on your site. If it doesn’t, consider changing it 😉

The second focus point could be the headline of the blog post or whatever tells the reader what that page is about, and pulls them into the content of the page.

2. Explain The Value of Your Offer

“Subscribe to my email list!”

Would you join that list? Probably not.

Or would this make it better: “Give your email and get an eBook!”

Again, probably not.

The point is you must assume your visitors have no idea why they should be interested in your offers.

So, a simple call to action like “Subscribe now” means nothing to them.

If the subscription helps them to get more traffic to their web sites (as is the case with the subscription to Traffic Generation Cafe), you should make the call to action about that.

You’d get more subscribers with something like:

“Join the [number of subscribers] people who get the best traffic generation methods via email.”

There’s a good example of a strong call to action in the sidebar of Traffic Generation Cafe:

“Start flooding your website with FREE traffic today! Download your complimentary copy of the 7 Steps to Total Search Engine Domination”

It tells the reader what they should do, and more importantly WHY they should do it.

You can (or should) build dedicated landing pages for blog subscriptions and special resources (like eBooks).

These opt in landing pages have a much better change of converting your visitors to subscribers than your “regular” pages.

For example, Ana has a separate landing page for her free Bite-Size Traffic Hacks email series.

However, she doesn’t very actively lead visitors to that page. (I think she should.)

I’ve had good results with leading people from a guest post byline to a landing page for my “101 Headline Formulas” eBook.

So, instead of linking to your home page at the end of the post, leave a link that leads to a targeted free offer.

You can easily do that and get more subscribers from your guest posts.

Want FREE Help?

I already offered the video course for free, but here’s something more:

Leave a link to your site or landing page in the comments, and I’ll reply with some ideas on how you could increase your conversion.

In other words, get more subscribers without getting more traffic.

 

Peter Sandeen

Peter Sandeen helps you convert more visitors to subscribers and more subscribers to customers. Get his FREE 5-Part Video Course that goes into the details of Online Conversion Optimization. He also writes a high-quality marketing/business blog.

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Reader Interactions

Comments

    • Hi Steve,

      I’ve done quite a few of these now, and they seem to be a good format for the ideas 🙂

      I’d rather use splash pages (I’m going to do some testing with them in the next month or so) than pop-ups. But if you use pop-ups, set them to pop up at the end of an article or when the visitor clicks a link on the site (meaning not instantly when they come to the site). You’ll get more people to take action as you’ve already proved that you can provide value for them.

      Does that make sense?

      Regards,
      Peter Sandeen

      • Peter - Makes perfect sense! I think splash pages are definitely the way to go. So far they’ve been my best tool for building a list.

        • Hi Steve,

          You’re not the only one who uses those very effectively; they’ve proven to be very useful…

          -Peter

    • Peter certainly managed to come up with quite a list for me, Joe… Like I’ve got nothing better to do than to increase my conversions… 😉

    • Hey Joe,

      Thanks 🙂

      There’s always something to knit-pick on, no matter how good the site is. And these were all just knit-picks - I didn’t really even go into the overall conversion strategy, which is a much bigger question.

      I think your estimation of 15% might be quite right. Although it can be much more. I’ve sometimes gotten higher than 100% increases with small changes. So, I don’t even try to estimate the increases anymore; you just never really know before testing 😉

      Regards,
      Peter Sandeen
      Peter Sandeen recently posted…White House Landing Page - Video CritiqueMy Profile

  3. I had no idea Peter had a sense of humor until I saw that part of the video, Mark. 😉

    And yes, I am more than happy to be the community guinea-pig.

  4. Hi David,

    I agree; showing instead of just telling is easier to understand. Especially when the topic is so visual…

    To your site; I think a separate home page would do wonders. What you’re offering isn’t too familiar to people. So, if you want them to take action, you need to “orient” them to the idea. You could much more easily explain the value you can offer on a home page than with a list of blog posts.

    Basically you’d start by identifying the reason why someone would hire you. And then convince them that you’re in fact the right person to deliver the results they want.

    Does that make sense?

    Regards,
    Peter Sandeen

    • Hi David,

      There are several ways how to technically do it, but basically you create a page (in WordPress or separately) and set that to be your home page (in settings -> “Reading” if I remember correctly). You can find detailed tutorials with Google 😉

      I have two domains linked together but the idea is still the same: home page http://www.petersandeen.com
      And the blog page: http://affectselling.com

      I don’t remember any one that would be a really close match to what you could do, but the idea is the same: Tell your visitors what you and your site is about and why they should care about it.

      Let me know what you think. And ask if I was cryptic 🙂

      -Peter

  5. Aha! So very much like the “slippery slope” in a sales letter, each focus point does its job best when it engages and then naturally converts new viewers to the next focus point… all the way until the viewer makes the “buying decision” to subscribe. Makes perfect sense, Peter.

    Thanks 🙂 Your analysis and discussion of Traffic Generation Cafe was very enlightening. (I especially liked you idea of placing opt-in opportunities at the end of individual posts.)

    And thanks, Ana, for sitting in the “hot seat” and sharing this evaluation and critique of your site!
    Jim Zboran recently posted…[Infographic] Solopreneurs: How We Market OnlineMy Profile

    • Hey Jim,

      Slippery slope indeed 🙂

      And there’s two slopes: One for every individual page, and one for the overall site.

      Opt in boxes at the end of posts tend to do well (if your posts are good 😉 )…

      -Peter

  8. i checked out Affect Selling just now and it looks really cool. I think I will subscribe - and I do NOT subscribe to just anything anymore.

    Will be interesting to see if I can learn something from you conversion and engagement information.

    Tks for the post as well.
    david recently posted…List Your Blog Here…My Profile

    • Hey David,

      Thank you, that’s great to hear 🙂 I do my best to only post quality stuff there (hence less frequent posting).

      And the things you see as a subscriber are often more advanced than what I post to the blog 😉

      -Peter

  9. Hello Peter,

    Great video. You reaffirmed some conversion ideas already lurking in my head and push me to take action on them.

    An idea came to me while watching your video.

    I address beginners to blogging and I am almost sure 3 types of visitors land on my site.

    Those who are considering the idea of blogging.
    Those who have decided to blog but need some help to finally start.
    Those who have started their blogs and looking for information on how to grow their traffic, blog engagement and income.

    Now I am thinking it will be a good idea to great a page that will direct each of these group of visitors on where to start.

    Then put a link to the page above my content headlines site wide and maybe on my sidebar and footer as a well that will read something like “New here? Start here” Or something more interesting like “Want articles targeted only to your needs? Click here”. That will work right?

    I’ll appreciate it if you’ll visit my site and give me some conversion tips. I’m always open to new ideas!

    Thank you.

    • Hi Karo,

      That’s a good idea. I’d create a home page that forces people to choose what they’re interested in the most. The next pages would then give them exactly what they’re looking for.

      You could add links to your header and footer as you said. I’d make the links very clearly tell what they’re about. For example, “Find The Right Topic for Your Blog”

      I looked at your site. I think the two sidebars make the site less clear; their content is very narrow.

      I’d also make the opt in box at the end of the page much more visible. It should stand out as it’s something you want people to pay attention to 😉

      Let me know what you think.

      Regards,
      Peter Sandeen

      • Thanks Peter for taking the time to look at my site.

        I think creating a home page that gives people options to choose what they are interested in the most is a good idea. But hmmm… what do you mean by “the next pages”?

        Yeah I agree with you. The sidebars are narrow. But then I like to categorize my posts. I feel it makes a site look organized and visitors don’t have to continue to click previous or remember a post title to search for it before finding a post. And if I change the site to two column site that will make the single sidebar too crowded.

        How do you think I can make the opt-in at the end of my page much more visible? Keep in mind I am almost a design dummy.

        Thanks Peter I appreciate the time and the free service 🙂

        • Hi Karo,

          The next pages mean the pages you direct visitors from your home page. They can be just as customized as the home page, or they could be category pages, or something else that more clearly focus on specific interests.

          I would say that the three column design makes the site un-organized and make the sidebar look crowded. I guess that might be just my preference, but that’s what it looks like to me…

          I don’t know what email service you use, so I don’t know how to customize it. I recommend using something like AWeber that allows you to easily create new opt in forms…

          Regards,
          Peter Sandeen

          • I’ve seen it work when the sidebars are on different sides of the content and one of the sidebars is just a navigation link list that stays in place even when you scroll down.

            But yes, otherwise I’d stay clear of it…

            -Peter

          • Hello Peter,

            Thanks for your response. I decided to act on the idea immediately and created a page that meet specific interests. It’s the page attached to my comment below. If you could check it out I’ll like to know what you think.

            As for 3 column vs. 2 column I’ll look into that in the near future. Maybe take the other column to the other side of the site or remove it completely.

            Thanks Peter for your time.

  10. You seem much like myself as I offer people remote support for donations as my way of helping out. I would appreciate your advice on my site very much as I’m always learning. You are now one of my new favorite blogs. Glad I found your site. Thanks

    • Hi Andy,

      I think the main problem of your site is that there are no clear focus points…

      And it’s unclear what you actually help people do or at least how you go about doing it.

      You could try to make the header answer those questions. Now it looks like you’re a hosting company.

      Hope that helps and let me know what you think 🙂

      Regards,
      Peter Sandeen
      Peter Sandeen recently posted…Focus Points - Key Online Conversion Optimization FactorMy Profile

      • Peter,
        Thanks very much for your advice. That makes sense to me know looking at it about having the header answer the question of what all I can help them with, not just the hosting.

        I guess I was thinking each navigation tab would answer those questions but that’s only if they click there and since many times a reader spends very little time on a site to decide to look further …well that answers that 😛

        I’m definitely subscribing. You come across as rare and genuine and I don’t want to miss out of learning all I can from you.

        Thanks Again

        Andy Chandler

  11. I have never tried a opt in landing page, I to use a Splash page. Lots of great info in this video, It kind of has head my head spinning with new possibilities. Thanks

  12. Hey Peter,

    Great critique! I now see that I am doing many things wrong on my landing page, specifically not having a clear focus point. I will definitely be making some changes. I have already signed up for your list and am looking forward to the video course.

    Thanks for sharing your insights on conversion and thanks Ana for taking in stride.

    PS. As many of you know, I am Ana’s designer. We have been working on a new and improved version of TGC, where we address all of the issues discussed in Peter’s critique. I think that all of you will like the final product. So stay tuned.

    Ian from IM Graphic Designs

    • Hi Ian,

      The new design looks really good (Ana invited me to take a look and comment on it) 🙂

      I hope you’ll enjoy the video course. Let me know if you have any questions, I’m happy to help with anything I can.

      -Peter

      • Hey Peter,

        Thanks, I appreciate your comment on the new design. It is almost done, still a little bit of tweaking to do, but we are very close.

        I am really enjoying the video series and I may hold you to your offer for help, because I am redesigning my Homepage on both of my blogs and I would love to get your opinion once they are done.

        Thanks Peter,

        Ian from IM Graphic Designs
        Ian Belanger recently posted…A Few Tricks An Internet Marketer Should Know To Improve RevenueMy Profile

  13. Thanks for this . It’s great to know that even total pros like Ana have still got things to learn. I’ve just taken over a new site that has a membership element and I need to get some ideas as to how to promote this. Your post has given me a good place to starts

    • Hi Debbie,

      The thing is, there’s a million things I SHOULD change on my own sites… 😉

      I’m working on the next set of changes now, but it’s a never-ending thing.

      -Peter

  14. Hi Peter,
    nice tips. I like the theory of conversion and having a project on my own blog. Though I am not focusing on subscriber list, but I have the same perception with you.

    My project was to convert visitors into clicks that earn me some cash online. My first theory was valuable content is important to increase income from text link advertisement platform.

    Value is the basic, visitors look for it. So if you can provide it within your contents chances to make conversion is bigger than before.

    Thanks for the tips
    Okto recently posted…How to Make More Money From Adfly Text Link AdvertisementMy Profile

    • Hi Okto,

      You’re right. Even if you’re not building an email list, there’s still conversion to think about. In your case that’s converting visitors to clicks.

      I would recommend you focus a bit more on building a list as that enables you to direct a lot of visitors to all new content you publish. And that leads to more ad clicks 😉

      -Peter

  15. Hi Peter, this really a very informative article. What i like is exactly the way you laid everything down. I really understood all you’re talking about here. I remember Ana telling me some time ago that my blog looks too generic because of the colour mixtures on my theme. Hi Ana, thanks for that insight, as you advised, I’ve just changed the theme and i will really appreciate it if you can pay me a visit again and maybe tell me how it looks now. You rock Peter.

    Thanks Ana for sharing.

  16. To be fair, I used to have an after-post optin box, but the conversion rate was so poor (about 0.4%) that I decided to take it out.

    Working on a different one this time; more like what Peter has on his blog - we’ll see if that one does any better.

  17. Hey Ana/Peter,

    awesome stuff.

    I would perhaps disagree on one point tough - as Ana has a great reputation and established brand, I wouldn’t hammer home the ‘Free’ point with the opt-in.

    Most people know it’s free and it may just be me but ‘Get Instant Access’ is already compelling - I think changing it to use the word ‘free’ possibly cheapens it.

    Just a thought, it’s all great advice though and I’m certainly no expert on traffic, SEO or conversion (I can give you the stats to prove that ;-)) but thought I’d share my thought anyway.

    I suppose that’s something you could easily split-test in any case?

    (something else I’ve never done or really know anything about - maybe I should just shut up now…)
    Alan Chatfield recently posted…The Power of VisualizationMy Profile