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.

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 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, 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

  • How do I calculate BUU for a long sales-cycle business?
  • How do I factor in profit?
  • How much should I spend to get more revenue from my existing traffic?

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


21 Quick and Easy CRO Copywriting Hacks to Skyrocket Conversions

FREE: Click to Download

21 Quick and Easy CRO Copywriting Hacks

Keep these proven copywriting hacks in mind to make your copy convert.

  • 43 Pages with Examples
  • Assumptive Phrasing
  • "We" vs. "You"
  • Pattern Interrupts
  • The power of Three

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Brian Massey

Conversion Scientist™ at Conversion Sciences
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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