eviction

Recently, I’ve been heading strategy on a renovation of a nearly 10 year old website.

  • SEO Fabulous? Can be improved.
  • Traffic?  Niche site topic, but with improved SEO, can own the niche!
  • Technology?  Good Content Management Backbone
  • Social?  Good content distribution with great RT and LIKE engagement
  • Analytics?  Implementation has been there for years.  Time to make some adjustments based on them!
  • Monetization?  Suckola.  Crappola.  Suckology.org.
While I believe in gradual changes that will test impacts, I also believe that insanity exists in many
of our ecommerce and lead generating websites.
This site that we are working with, has done the SAME thing over and over again for years.  Monetization has been subsequently poor.
Let me tell you, here are some of the “key points” that we are trying to evangelize to stakeholders
in support of our mantra “…out with the old”.
  1. Start by trimming dead wood.  I started by looking at the analytics to see what content
  2. and major navigation entries were receiving little to no traffic.  The second step, is to make sure that there is a bounce after a visit to this content.  In other words, I don’t want to scrap something that is funneling a few leads or customers to a converting page!
  3. If it has not worked in 3-6 months, do you think it will start?    By this, if the campaign or content is not seasonal and if one does not plan to tweak the content for better
    conversion, what makes you think it will start converting?  I say tweak content and/or replace it and measure the results!
  4. With the same traffic, one can increase revenue by increasing average price of conversion or increasing conversion rate.
Bottom line, we are ripping out monetization models that have produced very little.  We are testing headlines, content, calls to actions, and pricing models.
But most of all, we are NOT scared of change.
Reduce your fear to change, especially when what you are presenting is not working.  Sometimes, our fear to open the creepy, spider web covered door is only inhibiting us from finding the hidden gems behind it.
I’ll report back to you on our attempt to evict the old!

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