[{"@context":"https:\/\/schema.org\/","@type":"BlogPosting","@id":"https:\/\/www.adamriemer.me\/digital-marketing\/the-same-page-can-have-multiple-conversion-rates\/#BlogPosting","mainEntityOfPage":"https:\/\/www.adamriemer.me\/digital-marketing\/the-same-page-can-have-multiple-conversion-rates\/","headline":"How the Same Page Can Have 4+ Conversion Rates","name":"How the Same Page Can Have 4+ Conversion Rates","description":"A page with “high conversion intent” does not mean it will be a high converter.\u00a0 This is because the intent of the user changes based on where the user came from. When doing conversion and monetization optimization, we split traffic by channels and website paths.\u00a0 And this post walks you through the reasoning as to […]","datePublished":"2023-09-18","dateModified":"2023-09-17","author":{"@type":"Person","@id":"https:\/\/www.adamriemer.me\/author\/adamriemer\/#Person","name":"Adam Riemer","url":"https:\/\/www.adamriemer.me\/author\/adamriemer\/","identifier":2,"image":{"@type":"ImageObject","@id":"https:\/\/secure.gravatar.com\/avatar\/fda62f751f2a6c2ec2b079fedff69720852e4a65633212ffb11832454c29160a?s=96&r=g","url":"https:\/\/secure.gravatar.com\/avatar\/fda62f751f2a6c2ec2b079fedff69720852e4a65633212ffb11832454c29160a?s=96&r=g","height":96,"width":96}},"publisher":{"@type":"Organization","name":"Adam Riemer Marketing, LLC.","logo":{"@type":"ImageObject","@id":"https:\/\/www.adamriemer.me\/wp-content\/uploads\/2017\/10\/arm-logo-2.jpg","url":"https:\/\/www.adamriemer.me\/wp-content\/uploads\/2017\/10\/arm-logo-2.jpg","width":600,"height":60}},"image":{"@type":"ImageObject","@id":"https:\/\/www.adamriemer.me\/wp-content\/uploads\/2023\/09\/How-the-Same-Page-Can-Have-4-Conversion-Rates-scaled.jpg","url":"https:\/\/www.adamriemer.me\/wp-content\/uploads\/2023\/09\/How-the-Same-Page-Can-Have-4-Conversion-Rates-scaled.jpg","height":1200,"width":1647},"url":"https:\/\/www.adamriemer.me\/digital-marketing\/the-same-page-can-have-multiple-conversion-rates\/","about":["Affiliate Marketing","Blogging","Digital Marketing","monetization","Monetizing Your Site"],"wordCount":1472,"articleBody":"A page with “high conversion intent” does not mean it will be a high converter.\u00a0 This is because the intent of the user changes based on where the user came from.When doing conversion and monetization optimization, we split traffic by channels and website paths.\u00a0 And this post walks you through the reasoning as to why the same “high intent” content can have different conversion rates.If you’re looking to maximize revenue on a website, split the conversions out by both channel and intent.\u00a0 The same page could have very different conversion rates solely based on the channel or page the person came from.\u00a0\u00a0Below you’ll learn how customer intent changes on the same page for:SEO & PPCSocial Media (Paid)Email NewsletterClicking From Another PageFor this article I use a product page as the example, but the same concept applies to blog posts, collections or categories, and long form lead gen.\u00a0 There are more channels like YouTube, influencer, social media organic, etc… and the intent changes for each as the user is in a different stage of the conversion funnel.SEO & PPCWhen optimizing or advertising product pages for SEO and PPC, the traffic you bring in has high intent because you can control the phrases you show up for.\u00a0 Instead of bidding on or optimizing for “which tshirt is good for hot weather” (this phrase is someone doing research and is not ready to shop), you can show up for “small breathable green cotton tshirts” which is someone looking for a specific product.Pro-tip: The research phrase above is better for affiliate, YouTube, or guide content as a touchpoint.The more specific the query, the more likely it is to convert.\u00a0 These specifications are known as SEO modifiers.\u00a0 Someone looking for tshirts knows they are ready to buy a tshirt, but is it long sleeve, crew neck, for exercise, a graphic tee, etc…\u00a0 By making it less generic and including large, red, crewneck undershirt, lightweight, good for running, etc… and by having the product page display these details, you’re more likely to get the conversion.Bonus Tip: Ways you can meet your consumers needs on a product page include:Listing your return policies and money back guarantees below the call to action (reinforces the purchase is safe)Content about the feel, fit, compatibility with other products, styles, or colorsReviews and testimonials (especially with customer photos)Price points (and how much of a savings the person gets if it is on sale)With clothing, remember lots of people are in between sizes, and making a mention of how a large fits if you’re in between medium and large builds confidence.This same concept applies to electronics if it is in between new releases and the person needs a temporary and to services as wellPaid Social MediaAlthough paid social media and PPC are similar with building target audiences, the reason the person is on the site or platform is different than a search engine.\u00a0 You can target someone searching Google, Bing, or YouTube when they’re looking for a specific product.\u00a0 i.e. what is the best lightbulb with XYZ style base that dims.\u00a0 But the person on social could be there for memes, to talk to friends or family, or watch a “how to” video and they already have the product in hand.Pro-tip: Even if your ad is “how to change a lightbulb” and features the lightbulb, the person likely already has one.\u00a0 It’s why they’re watching the video on how to use it.\u00a0 Get them into your remarketing for the next time they have to purchase, or sell something complementary.\u00a0In this case the PDP won’t always be a direct money conversion, but if you know the bulb needs replaced in 6 months, tag them with an interest in that lightbulb and start the campaign to show the light bulb in about 5 and a half months.\u00a0 Use this opportunity to get them to subscribe to you so you can market back to them.\u00a0 And if you have related products niche wise, try advertising those.The lightbulb conversion won’t be immediate, and you’ll need multiple touch points, but the conversion will happen if done correctly.\u00a0 It’s just a longer time frame and a bit more expensive.\u00a0 This touch point could also lead to other product sales, so don’t count it out.Bonus-tip: Make sure you tag and track the user journey (in a legal way).\u00a0 This way you can see how they found you and which channel resulted in a conversion. This lets you know where to focus efforts and budgets, and where to pull from.Email NewslettersYour own subscriber or customer list converts because the subscribers knows you and trust you.\u00a0 They signed up or already shopped.\u00a0 People on a third party list may not have heard of your company before, or they are not actively looking for your products and services, and that’s why conversion rates could be lower.\u00a0 This includes affiliates, co-marketing, third party purchases, and sponsorships.\u00a0 Each of these email newsletters and lists has a different intent.Pro-tip: Become familiar with CANSPAM before starting a campaign.Affiliate or blog subscribers have a trust in the site they subscribe to.\u00a0 If the list owner gives their word you’re legit, you will see higher conversions because the trust is there.\u00a0 Purchasing a third party list doesn’t mean anyone actually opted in, you have to build the trust and hope everything is actually legal.\u00a0 Here’s a few situations with conversion theory as to “why” conversion intent changes on product pages.In-house – your own subscribers will convert higher if you give them relevant products to their current needs.\u00a0 If you sell gardening supplies and it is spring season, don’t send bulbs which need planted in the fall.\u00a0 Instead send veggie seeds to your audience of vegetable gardeners as this is the time they order.Affiliate and third party – These may get some conversions, but you have to win their trust.\u00a0 The user trusts the affiliate or co-sponsor because they subscribed to them.\u00a0 But the list owner may not have done a good job pre-selling or your landing page doesn’t match their intent.\u00a0 See if the selling points in the newsletter match what is on your product page to build relevance.\u00a0 It may help increase conversions.Purchased lists – I’ve got no advice here other than spend your money wisely.\u00a0 We never recommend buying lists for any reason.\u00a0 But others do so I’m including it as an option.Clicking From Another PageWhen someone clicks from one page on your site to another, the conversion intent changes.\u00a0 Start by looking how the person came to your site as the beginning of the intent, then why they made it to this page.Is the person comparing two products (hotels, phone cases, costumes, etc…), looking for an image or example because you mentioned the product in a blog post, or is it someone that did a site search and the product page showed up.Visitors to a product page from two similar blog posts can have different intent.\u00a0 If the content is about Victorian architecture and cabinetry, they’re interested in the style but not necessarily looking to shop.\u00a0 If it was a post of the five best Victorian dressers for a guest room, the visitor has a higher intent to purchase as they may be actively looking to to decorate a guest room in a specific style.\u00a0 The topics are similar, but the intent is very different.Just because a conversion from one blog post didn’t happen doesn’t mean blog posts don’t convert.\u00a0 Look at why the post was created and who was supposed to have it.\u00a0 The informative one about style and history could be for building site structure and acquiring backlinks.\u00a0 The listcicle is for shopping.\u00a0 Both service a purpose, and together can grow your company and your brand.If the person was doing a site search and found the product match, the intent to shop or compare is there because you’re showing you have a potential solution for them.\u00a0 And if it came from a cross-sell like “customers also looked at\/purchased” then you may have someone comparing solutions.\u00a0 Shopping intent does exist, so your job is to incentivize the conversion asap for this user.If you’re looking to maximize revenue on a website, split the conversions out by channel and intent.\u00a0 The same page will have different conversion rates solely based on the page the person came from and how the person entered your website.\u00a0 By knowing this you can maximize revenue and know when to show what type of promos or calls to action for each user."},{"@context":"https:\/\/schema.org\/","@type":"BreadcrumbList","itemListElement":[{"@type":"ListItem","position":1,"name":"Digital Marketing","item":"https:\/\/www.adamriemer.me\/digital-marketing\/#breadcrumbitem"},{"@type":"ListItem","position":2,"name":"How the Same Page Can Have 4+ Conversion Rates","item":"https:\/\/www.adamriemer.me\/digital-marketing\/the-same-page-can-have-multiple-conversion-rates\/#breadcrumbitem"}]}]