Past Issues
- #33: Scaling up the good stuff
- #32: No more atomic blogs
- #31: How IS it going?
- #30: Detective work for declining traffic
- #29: The helpful test
- #28: PLC = TLC
- #27: It could be BMail
- #26: No content weft behind 🧶
- #25: Documenting your content strategy
- #24: A checklist for content UX
- #23: A new guide + tool from Ercule
- #22: Getting aligned
- #21: About that blog post from six years ago
- #20: Find new content in the stars
- #19: Why lemons deserve your attention
- #18: Encourage your wallflowers
- #17: Popular, but lazy
- #16: Direct traffic, idk
- #15: Where is this revenue coming from???
- #14: What content people need to know about paid search
- #13: An issue about smooth jazz 🎷🥱
- #12: MUM = next BERT???
- #11: The pages are *eating* each other! Is that a problem?
- #10: Cue the dramatic hamster
- #9: 🎶 This issue has a soundtrack 🎶
- #8: 30% more cuddles
- #7: SEO Speedwagon
- #6: It's like living in the future!
- #5: How sketchy could it be?
- #4: Hieronymous Bosch levels of detail
- #3: We miss you, Kid Pix
- #2: GPT-3 is coming for your job, or it isn't
- #1: The first one
#33: Scaling up the good stuff
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Tracking performance by topic
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There’s a lot to be learned from the pages on your site that are already engaging people and converting leads.
These successful pages are a goldmine of insights as to what you’re doing right! They’re also the most efficient route to expanding your lead generation.
But this doesn’t mean that all high-conversion pages are perfect.
So let’s look at how to make sense of high-conversion pages, and how to build on their momentum.
🤭 High conversion rate ≠ high conversion volume
Our goal is to amplify the effects of every page that has a high conversion rate. And the path we take will be determined by the traffic that each of these pages is getting.
Because a page with 83% conversion rate sounds amazing! Until you realize that it only gets six visitors per year.
So, traffic volume is a significant factor. You can break up your best performers into two groups:
- High volume (High-traffic * High conversion-rate)
- Low volume (Low-traffic * High conversion-rate)
Each of those groups calls for a different course of action.
High volume pages are doing basically everything right. To amplify those effects, you can adapt the content for new formats and use it to generate ideas for new blog posts.
For low volume pages, the goal is to increase the number of visitors. Basically, distribution should be your number one concern.
🏄 What you can do
Inventory your site and collect those pages with the best conversion rates. Group them into high volume and low volume pages.
(You can also use the Ercule app.)
For high volume pages:
- Create a list of new blog topics based on subjects on this page
- Adapt the page to a video, downloadable guide, or webinar *Share it with the sales team so they can use it with leads
For low volume pages:
- Link to it from popular pages on your site
- Research related keywords that might drive more traffic
- Start talking about it on social a lot more. Cut up the content for posts.
And for all of these pages, it never hurts to refresh the h-tag structure and metadata. It makes unknown pages more visible to search engines, while helping the high-traffic pages stay competitive.