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Maximising the benefit of social and viral traffic is frequently a concept that is misunderstood by site owners looking at huge traffic spikes in their analytics accounts.
Great, 50k visits, how many sales?
None? What a waste of time!
Many years ago when I used to work in sales a key to a successful appointment was sticking to the habit of asking yourself,
What is the minimum I’m going to expect from this call or meeting?
For many salespeople its the sale, which in most cases just isn’t realistic. The minimum an intelligent salesperson expects from a contact is an invite to get in-touch again. Its building on this relationship that creates long-lasting rewarding partnerships.
I have always approached social media with the same kind of mindset. For the vast majority of people that land on your pages, particularly on viral and linkbait type content its the first time that they have had any contact with your brand. – What is the minimum you’ll expect? A sale, or an invite to get in contact again?
I have mocked-up below a before and after of a typical blog landing page.
Before (click for a larger version)
After (click for a larger version)
The key changes to the page include,
Remember, its not always about converting a visitor into a sale, converting them into a user, reader, commenter, voter, advocate or sharer can be far more effective in the long-run.