Conversions through controversy
To say my previous post was not full of brash, self promoting language would be totally wrong. I get that, I totally do, I often will write in a tone that sounds completely over the top, arrogant and self assured. But there's good reason to it.
At 5.Levels, we're all about driving engagement and sales through the use of a whole range of means. In Thursday's case, I went with the simple (and financially beneficial) tactic of a blog post. A strategy that I picked up a few years ago while writing tech news with Touch On Tech was the idea that controversial and overzealous writing is capable of driving lots of engagement amongst readers, both regular and intermittent. At the time, I was writing news, at least trying to be relatively objective, taking a more reporting standpoint than opinion based one. But now I'm writing ideas, concepts, and topics basically designed as lots of little publicity stunts. This isn't a trade secret. Writing articles is one of the best ways to drive visitors, engagement and customers.
So how well did last Thursday's blog post actually work? Let's take a look at the numbers:
So that post drove 54 people to our site, who spent an average of two minutes on it. Only 31% of people looked at that one blog post, the entire other 69% of visitors clicked through to various other pages of our site. Currently, that could have only been our home page. This further demonstrates to us that our navigation layout is doing it's job. Maybe not as well as it could be, but well enough. The most important thing to look at however is the stark comparison between Thursday (left) and Wednesday (right). Our traffic went through the roof! I know we aren't comparing it to much here. It's a new site and so we never had stellar traffic to begin with, just as we don't have anything amazing now, but it is really quite obvious the impact of our post.
This data tells us that this kind of post is driving engagement and interest in our company and what it's doing. It tells us how much time people are spending with us, how likely they are to keep flowing through to new areas of our site and more. We received comments, and a rise in likes of our Facebook page.
That's why it's sometimes necessary to write like an egotist, and speak in a tone similar to that of Dobson and various other similar people. To achieve the same effects, while actually having substance.