Minimizing the negative side effects of tangential traffic that reaches the wrong landing page unintentionally by remodeling the page or imbuing your pages with an alternative purpose can increase profits as a result of “changing the focal point” to managing consumer expectations.

Using Segmentation Increase Landing Page Conversions

Two things you should avoid are (1) high bounce rates due to lack of market focus (the pages purpose according to a search engine) and (2) high exit rates for pages. Determining just how powerful a page has become and then assessing your analytics platform to find which keywords are funneling visitors to a page allow you to implement some creative message matching, particularly if you have banner space above the fold or some type of contextual region (surrounding your content) that you can use to “steer that traffic” to other offers (preferably affiliate offers you can monetize).

Rather than agitate the visitor, consider, if they do not find what they are looking for within seconds (as a result of skimming the page) they are out of there anyway. At least in a situation where you implement a new conversion funnel, there is a high probability a visitor will use your new shiny object “blaring ad” as an escape hatch and you can monetize that stream of visitors.

First the indicators:

1.       Track you traffic sources and keywords

2.       Determine which pages have a bounce rate over 50%

3.       Use related search or keyword research using the popular key phrase to see what else comes up in the SERPs.

4.       Determine commercial viability for the top PPC or organic result by using “key phrase” AND “affiliate programs” in a Google search.

5.       Find an affiliate program that is the perfect solution for long-tail key phrase variations.

6.       Sign-up, get your creative (banner or link) then position it in a prime location on the corresponding page.

7.       Rinse and repeat this as a solution.

Another alternative is for you to set up a new commercial landing page and implement a 301 redirect or ASAPI rewrite (if you have a windows server) which is effectively like getting free paid traffic (since they will see your lean conversion funnel vs. an editorial page when they click through).

While this is not rocket science, it does draw on the concept of message matching (giving people what they want or expect) as opposed to just using SEO to get them there and call it  a day.

If you can increase profits as a result of tweaking the offer vs. throwing more traffic at a page or attempting to get a higher search engine position when you have dozens or potential hundreds of pages you can retool for conversion.

-Jeffrey

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