One of the things that drives me crazy is how big and apparently smart companies will use their hige traffic to make money but not maximize profits online. The thing that I am talking about here is visitor distraction.
How are Web Visitors Distracted?
One of the most important skills that you can have as a marketer is to offer our visitors what they are looking for. This simple concept is the real reason that you have people with very tight niches. If I was to have a site on outdoor thrill seeking then I would not want to have articles on knitting, or TV on it. What I would want to do is to have only ads that pertain to outdoor thrill seeking.
The trouble is that in the above case people will pile ads, and affiliate promotions, and website hosting, and aurtoresponder ads all on the same page. Do your customers really need those services? Maybe one or two but not all of them. So in this case the space is wasted as is the interest of the visitor.
What is the Goal of Your Page
Now lets use the above example again. You put up a page on bungee jumping in Sydney Australia. So when you are crafting this page you need to look at your market and decide what you can offer on the page. Here are a few examples:
- Bungee Jumping Clothes and Equipment
- Photography (to take pics on the way down)
- Listbuilding (optin form)
Now that you have a list the easy thing for many people to do is just chuck up adsense, some affiliate links, an optin form, and a poll on what people want to see. The trouble with this stategy is that the page is too cluttered and a mind that is not directed does nothing. You are better off doing only one thing and maybe two.
If you look at a site like TechCrunch there are lots of things going on. They have the traffic set up great but they are not sure what the visitors will want so you will see offers for everything and lots of places to click out. I would have to bet that their $ per visitor is terrible.
When in doubt just pick two things and then start split testing them.
How Do I use Visitor Targeting Myself?
I use WordPress extensively on all of my sites but I do have one site that gets 5000 – 7000 visitors a day and so what I did early this year is put adsense right into the middle of the articles. This alone tripled my adsense income and then I stopped doing anything else with adsense. After I hade that setup I started testing optin forms, affiliate offers, and personalization (my pic and little bio) on every page in the sidebar and tracked what I got the best response from.
In doing this testing I found that if I put two offers of any kind on the sidebar then both offers would fail terribly and I have even found that having all of my categories along the top of the page have hurt my conversion on my pages. So I rotate single offers in the sidebar and add affiliate links into my articles.
Finally the last step is that I use a theme that allows my control over individual pages. There is an option in wordpress that allows you to use a certain page type based on posts but in this case I can get rid of all of the sidebars on my review pages and this gives my visitors only the option to visit the affiliate or click the back button out of the page.
Take a look at your pages. What are you trying to get out of your pages? Lists, sales, adsense clicks? Look and decide on only one thing and focus your pages on just that visitor action