The Inert Gases of Your Low Converting Web Pages: How to Get a Reaction from your Visitors [AUDIO]

The Conversion Scientist Podcast

Marketers need a common vocabulary and notation for the things we’re doing online. We need to understand the elements that we can introduce and the ways they react with each other.

At Conversion Sciences, we stole the notation of chemists. They have a clear notation, like the notation for how vinegar reacts with baking soda.


Here’s our periodic table of the online marketing elements:

Periodic Table of Online ElementsClick to Enlarge

The bottom line is this: We want to get a reaction from our visitors.

When we aren’t generating reactions on our site, we can see the results clearly:


  • High bounce rates and exit percentages.

  • Low conversion rates.

  • Low revenue per visit.

  • High acquisition costs.

So, what do we do about it?

Eliminating Inert Gases

In our periodic chart, there is a section called the “Inert Gases.”

The Inert Gases

The Inert Gases – Bordom, Melium, Hot Air, and Abandon – contaminate the pages on your website and can be detected through your analytics.

Find out how to eliminate the Inert Gases from your web site with this month’s Marketing Land column, 4 Elemental Problems with Low converting Web Pages.

Listen to the Column

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Brian Massey is the Founder and Conversion Scientist at Conversion Sciences. He is the author of Your Customer Creation Equation. His rare combination of interests, experience and neuroses were developed over almost 20 years as a computer programmer, entrepreneur, corporate marketer, international speaker and writer.

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