A page with “high conversion intent” does not mean it will be a high converter. This is because the intent of the user changes based on where the user came from.
How The Same Page Can Have 4+ Conversion Rates
When doing conversion and monetization optimization, we split traffic by channels and website paths. And this post walks you through the reasoning as to why the same “high intent” content can have different conversion rates.
How The Same Page Can Have 4+ Conversion Rates
If you’re looking to maximize revenue on a website, split the conversions out by both channel and intent. The same page could have very different conversion rates solely based on the channel or page the person came from.
How The Same Page Can Have 4+ Conversion Rates
Below you’ll learn how customer intent changes on the same page for:
How The Same Page Can Have 4+ Conversion Rates
- SEO & PPC
- Social Media (Paid)
- Email Newsletter
- Clicking From Another Page
For 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. 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.
How The Same Page Can Have 4+ Conversion Rates
SEO & PPC
When 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. 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.
How The Same Page Can Have 4+ Conversion Rates
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. These specifications are known as SEO modifiers. Someone looking for tshirts knows they are ready to buy a tshirt, but is it long sleeve, crew…
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