Money doesn’t just magically show up in our bank accounts, unfortunately, and in order to make a lot of money as a blogger, you’ll NEED to have your blog as optimized as possible.
You CAN just spam out articles and see what happens… You can even do fairly well by doing so. It took me 4.5 months to have my first $4,500 month as a blogger doing things that way, BUT at a certain point, there’s just a better way to approach these things.
Don’t make the same mistakes I did.
This isn’t something that has to happen overnight. You can take your time. Do a little bit at a time. Don’t overwhelm yourself with this stuff, it’s very easy to end up burnt out in this business.
Why Should We Optimize The Customer Journey?
Typically, in a sales funnel, there’s going to be multiple steps a potential customer has to go through to end up converting and earning you a commission.
Every additional step that’s required reduces the overall efficiency of the process.
For example, You may get 1,000 impressions in a day for one of your posts, but if your CTR (click-through rate) is 5%, then only 50 of those impressions will become visits to your page.
If your bounce rate is 90%, then 45 of those 50 visits will leave immediately, leaving you with 5 potential customers left.
To increase our odds of getting a conversion, we can choose to increase the amount of impressions we get (to increase the initial pool of viewers), we can optimize our CTR to get more of those impressions to end up clicking on our actual page, and we can try to lower the bounce rate so more readers will stick around to consume the actual content.
Doing this to every single step in the customer journey will drastically increase your conversions over time, simply because the effects of increasing efficiency multiply with each other.
For example, if I optimize the above example and end up with 2,000 impressions (up from 1,000), a 10% CTR (up from 5%), and an 80% bounce rate (down from 90%), how many more potential customers would we get?
We would end up having 200 clicks, 40 of those would stick around. That’s 8x the amount of potential readers from the previous example and we only had to bring in double the amount of impressions. The rest of the increase is simply being less wasteful with the viewers we’re already getting, which can be easier than getting more traffic, ESPECIALLY if your blog isn’t optimized very well.
"The Customer Journey", What Does That Even Mean?
When a customer purchases a product or service, there’s a process they go through.
How did they find the product in the first place? How did they pay? Why did they need the product? There are TONS of variables that affect the decision to make a purchase, and most of those variables can be optimized to benefit you.
After all, the more efficient your sales funnel is, the more money you’ll make.
OK, so that sounds wonderful, everyone wants more money blah blah blah, how do we actually turn this into usable information and optimize our blogs?
First let’s define the steps of the customer journey, also known as touchpoints, that way we can identify which areas we should be trying to improve and get a better idea of what are options are.
Each industry may be a little different, but in general, the process should look somewhat similar for most customers.
Here’s how I view the customer journey:
If you don’t even know something exists, or if you aren’t aware that you enjoy something, then the likelihood of you stumbling across blogs about a random subject are pretty small.
So usually your traffic needs to know about something before they move on to the next step of the journey, which is searching for information about the topic/niche.
This is where interesting information, and paid advertising com into play in a huge way. Showing people something new and getting them interested in it opens up opportunities to make them customers, although at this stage they could just as easily become a customer to a competitor, or not even be interested at all in the niche.
This is also why people say your niche is so important. It’s the factor that determines how much overall exposure you’ll have to customers.
Once a person becomes exposed to a hobby, product, or idea, they’ll usually start searching for information about it.
As a blogger, this is where you’re probably going to put a LOT of your focus on reaching your potential customers.
This is why SEO is such a huge industry in the blogging niche. Usually bloggers don’t have to be the one to introduce someone to a hobby, they just need to be the one who is at the top of Google’s search results when the customer searches for information.
Impressions measure how many people are exposed to your site from searches, so you’ll obviously want as many impressions as you can get.
After a potential customer searches for information, that’s when they start actually visiting blogs and consuming content.
Click-through rate (CTR) is how we measure this. Your title, reputation, domain name, and topical relevance affect your CTR.
This is one of the last things you have to worry about, as far as getting people onto your page.
Most bloggers get about this far, because they know they have to get tons of traffic, then they get lazy and just kind of hope that traffic will turn into conversions.
But that’s not the case! There’s still plenty of things we can optimize so our blog can make more profit from the traffic w do get.
Once the potential customer, or viewer, clicks on your site from the search results, the next step is they have to find the information they’re looking for.
But first, the site has to load, and thy have to decide if they even want to trust your website in the first place.
This is where bounce-rate comes into play.
If the site takes too long to load, or if the customer doesn’t like what they immediately see, they will most likely leave, which is bad.
Once the customer decides they can trust your site, they will either start reading, OR start skimming to find the information they wanted.
If they don’t find the information they wanted, or something else to distract them, they will leave.
If the reader gets distracted and goes to another page, oh well, but ultimately, you want them to convert into sales, or whichever activity that’ll earn you a commission.
This is probably the step of the customer journey that everyone obsesses about the most, so you probably already know plenty about conversions.
At some point, you’re going to want people to share your content with other people.
Having an army of free advertisers ready to share all of your news will help build your brand at a much faster pace than just doing it yourself, but the trick is getting people to share your content, so it better be good!
More shares means more impressions, which starts the process over again.
This is one of the main reasons why it’s so important to have great customer service.
Word-of-mouth advertising can make or break your business, and that’s essentially what sharing on social media does as well.
After you’ve made your money and had your customers advertise to their friends and family for you, there’s still hope for more profits to be made!
If you gave your customer or reader a wonderful experience, or the right information, or whatever it is they were looking for, then they’ll come back, and start a new customer journey someday.
You can also start doing e-mail advertising campaigns to visitors who provided you with an email address, or just wait for them to come back someday for more.
Okay how does that help me?
That list has 7 different things, at least, that can be optimized significantly to increase your conversions, and revenue.
Because of the way these different areas multiply your efficiency, this can lead to increases in traffic, and conversions, that are much higher than you’d think, especially if paired with high amounts of high-quality content.
That’s not even including the whole rest of your actual business that you get to optimize.
These are just some of the things people optimize in order to increase their efficiency, but it’s a great way to scale when you have a lot of content and are spending time updating old content anyway.