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Bridging commentary on the art & science of content; content marketing, branded content, native advertising and the analytics, attribution and intelligence that powers it.
Analytics

What is the average conversion rate of content marketing (blog) in SAAS

An unoptimized conversion rate of content marketing for SAAS is about 0.5%. That is, just by getting in front of people, some portion of them will take action. At the other end, a highly targeted piece of content, could convert as high as 10-20%. That is content that is very tailored. For most content marketing, the conversion rate is going to fall between 1.5% <> 3%, balancing some scale and reasonable drop off rates. If you are performing in these… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What techniques can be used to improve conversion rates

The best technique for improving conversion rates is simulating the process that customers go through. Sitting down in a session, going from start to finish, note what they see/hear/read. And then overlay that with the data on how well each step has gone. To take it a step further, you can repeat this, with actual customers, where they share a screen recording, or they do it live. This helps to uncover where potential issues may lye. That is the best… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What is the most effective way to improve your conversion rate?

The most effective way to improve your conversion rate, is to instill a culture on continuous improvement. It is likely, in the early days, you have a lot of little improvements, all which individually may not be silver bullets but collectively can deliver big improvements. So it’s rare that any one thing is the most effective method. But committing to a process, helps ensure you will find those nuggets of improvement. In terms of metrics, there is a guiding metric… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What are conversion rates in marketing?

Conversion rates are the amount of people completing a defined action. Referred to as a conversion, as the user has converted from a visitor to a customer, or a visitor to a lead. You get the idea. The idea is to capture areas where potential customers, change to something else. This helps to give intelligence on how successful an initiative is. You might analyze conversion rates, by piece of content or URL, traffic source, time of day, device, geography, to… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What is product analytics and why do you need it

The act of measuring and tracking how users engage with a product is analytics. Technically speaking, the act of measuring isn’t analytics, it becomes analytics once it has analysis on the raw data. But people most often refer to both as analytics. You need product analytics to help understand the performance of the product. To then identify areas to improve, and prioritize where additional resources go to improve the product. Without analytics these decisions would be very challenging and fraught… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How do you use Nudge for product analytics

Nudge offers an epic baseline of metrics and analysis out of the box. Simply install the javascript on your app and see what the baseline delivers. You’ll get an idea of the amount of: Customers logging in What URLs they’ve visiting Where they’re coming from Times of day and day of week when peak engagement happens What devices they use What areas of the product are the most engaging for users How frequently they’re logging in What the path to… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How do I optimize my conversion rate?

A great place to start, is understanding, is my conversion rate good or not. You want to see that, as if it is already at an acceptable level of performance, you do not want to waste resources or try fix something that’s not broken. If you’ve jumped that hurdle and it does need improving, there are a number of different areas you can be attentive to. The first is to make sure you have a good analytics system in place,… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How can I improve my analytics skills?

There are adjacent skills that help improve analytics capability dramatically. And these are not necessarily technical but do inform better analysis and action taken from analysis. Developing the skill to explain results to non-technical folks, or in lame man terms. Linking results to business outputs, and highlighting the dials, that will make that meaningful. Doing predictions on upcoming initiatives, based off prior data. Building models, of expected results, against a budget Linking analytics through to strategic objectives and what is… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

What things should product managers measure?

At any point in time, there are one or two key objectives that a product is focused on. Ideally there should be measurement of these changes, either lifting a baseline metric, or trying to stimulate new behavior.  So measuring these are key: How many users are doing it What percentage change in the baseline Any economic output from these (i.e. we believe this will increase X revenue) Useful measures to consider: Monthly and daily logins Active time in product… Continue reading

Ben Young
Ben Young
October 14, 2022
Analytics

How does storytelling marketing drive results?

A good story, imparts knowledge whilst entertaining. We all know it, you remember a good story, which imparts lessons and advice. Which is the approach of storytelling marketing, to find stories that capture the attention of customers, and teach them something new. Why it works, is that it is more sticky, memorable and more accessible. Not everyone all the time, want to sign to sign up to just hear facts, but we’ll listen or read a good story. But telling… Continue reading

Ben Young
Ben Young
October 14, 2022