Why No One's Reading Most of Your Content (And How to Fix the Problem)

Why No One’s Reading Most of Your Content (And How to Fix the Problem)

Between 2000 and 2013, the average attention span of a human being dropped from 12 seconds to 8. According to the same study, a typical office worker checks his or her email around 30 times per hour, while KPCB’s 2013 Internet trends report says that the average person checks their phone around 150 times per day.

Considering all these factors, why would it be any surprise that 17% of all pageviews on the Internet last 4 seconds or less? Competition for attention is fierce. The moment you think you have time to read a piece of content, research a topic, or do something as simple as shop online, distractions come up.

6667753991_c958d50c63_zThese distractions are what drive up your website’s bounce rate, reduce the amount of time visitors spend on your website, and keep potential customers or leads from absorbing most — if not all — of the content you worked so hard to produce. Whether it’s the need to get to work on a different task or an interruption that causes a visitor to say “I’ll come back and finish this later,” your blog posts, articles, and other pages are often never read to completion because our attention is so hard to earn in this busy, digital age.

So, most of your content is never getting read, and you may be missing out on leads because of it. How can you combat this problem? Here’s a closer look at how much of your website visitors are actually reading, and a few ways you can fix the attention problem.

How can you tell if your giveaway or contest on social media is doing well? While there are very sophisticated tools and methods to calculate social reach and impact, you may just need a simple, high level estimate.

So here’s a really simple success metric to use: the percentage of your fan base entering your giveaway or contest.

RSSM-Equation-Calculation

Here’s an example. You run a Facebook giveaway asking fans to comment on a post to enter. You get 342 entries and have 1350 fans. Your really simple success metric (RSSM) is 25%.

If you run another Facebook giveaway later, after your fan base grows to 1800 fans, and you get 360 entries, you might think the second giveaway was more successful due to the larger number of entries. However, with the RSSM, you’ll find that you had a 20% entry rate, meaning it was not as attractive as the previous one.

You can also compare your results with those of other similar social media pages. Just look at their giveway and calculate their success metric. Here’s an example:

Radio-Station-Facebook-Example1

This radio station received 161 comments on their “Guess the Most Bacteria Spot” promotion. With 9050 fans, their RSSM was 1.7%.

It’s that simple, right?

Case Studies: The Potential Behind Conversion Rate Optimization

Case Studies: The Potential Behind Conversion Rate Optimization

When someone comes to us asking for Internet marketing services, we often find a profit-yielding solution for them. Whether by SEO or content marketing, we love to “wow” our clients and see the results come in.

Personally, one of the most rewarding strategies and one that yields many “wows” from clients is conversion rate optimization, or CRO. Desirable outcomes from CRO can easily be compared to finding a hidden treasure inside your own business’s website.

What is Conversion Rate Optimization?

CRO is a tactic in which you test certain elements of your website in order to increase the rate at which someone converts, or completes a goal. You may have several different actions you would like a visitor to take, depending on what kind of website you have. For example, if you run an ecommerce website, you would want visitors to add items to their shopping cart. Or if you are a local carpet cleaner, you might want a visitor to call your sales phone number or fill out a form online.

There are many different paths a visitor may take before arriving at these goals. Specifically, conversion rate optimization is the process of editing those paths in such a way that increases the percentage of visitors that get there.

Interview: Joan Stewart, Publicity Expert

Interview: Joan Stewart, Publicity Expert

2014’s final InterviewFX feature is one you definitely won’t want to miss! If you haven’t seen the rest of this series, InterviewFX is how we bring you valuable, actionable insights and tips from entrepreneurs, marketers, and industry experts.

Today we’re sitting down with Joan Stewart, aka The Publicity Hound, a publicity expert who has coached thousands of business owners, marketers, and entrepreneurs on the topic of making their PR efforts more successful. Joan was one of the pioneers of online PR, and has published more than 2,000 blog posts, articles, and instructional pieces to help businesses grow their audiences and attract more customers and leads using the power of publicity.

Keep reading to see Joan’s insightful interview on online publicity, get some background on how she started The Publicity Hound, get some great tips on making press releases useful, and so much more!

Interview: Giuseppe Pastore, SEO Consultant

Interview: Giuseppe Pastore, SEO Consultant

Our InterviewFX series continues, bringing you valuable insights and tips from marketers, entrepreneurs, authors, and other industry experts. Today we’re sitting down with Giuseppe Pastore, an Italian SEO consultant.

Giuseppe has worked on many multi-language and multi-country SEO projects for both large and small websites, making him one of the most experienced consultants in the industry. He was kind enough to answer five of our most pressing questions on search engine optimization, Google penalties, and link building.

Keep reading to see Giuseppe’s thoughts on SEO and how your business should approach it!

AdWords Restrictions You May Not Know About

AdWords Restrictions You May Not Know About

Google is becoming increasingly strict about its restrictions on what advertisements on its AdWords network can and can’t say and promote, particularly for certain industries. If you want to be sure that your PPC ads aren’t subject to penalties, you need to follow their guidelines and be aware of these restrictions.

All businesses should aim to follow Google’s best practices guidelines when it comes to writing ad copy, but there are some additional restrictions you may not know about. These restrictions are put in place for everyone to make sure that potentially harmful or illegal content is not reaching the wrong users. For example, you might expect ads that promote counterfeit products to be prohibited. But did you know that you cannot show ads for medical devices, and that some online dating ads are not allowed?

Here’s an in-depth look at some of these AdWords restrictions, including some PPC rules you may not know about.