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

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.

Marketing reactions are like baking soda and vinegar.

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

The periodic table of marketing elements.

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-Bordom, Hot Air, Melium, Abondon

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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The ultimate question is this: How will small changes in conversion rate affect my yearly revenue? This is the promise of understanding your BUU.

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Author
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Brian Massey

Conversion Scientist™ at Conversion Sciences

Brian Massey is the Founder and Conversion Scientist™ at Conversion Sciences, a sought-after international speaker, and author of Your Customer Creation Equation. He is passionate about transforming websites through a steady diet of visitor profiling, purposeful content, analytics, and AB testing.

Expertise: conversion rate optimization, AB testing, marketing strategy, digital marketing, analytics, landing page design, computer programming, entrepreneurship

Speaking: IBM, Inbound, LeadsCon, Content Marketing World, Affiliate Summit, and more

Books and Training: Your Conversion Creation Equation, Video CRO, Marketing Videos that Convert, CRO Best Practices

As Seen On: ClickZ, Search Engine Land, Marketing Land, Conversion Sciences Blog, Intended Consequences podcast

Education: Texas A&M University, BS Computer Science and Management