Delivering targeted content to yourÂ web visitors is important. But the difficulty in doingÂ so has been a barrier up to now.Â That’s changing.
You wouldn’t be remiss to describe the present, adolescent period of the internet as the â€œSEO Years.â€ Even during the financial downturn of the last few years, spending on search engine optimization has risenÂ exponentially.
Forecasters predict the trend to continue.Â Which isn’t surprising when you really noodle on it.Â Â Even if early adopters and bigger e-tailersÂ level their spending, that will still leave the majority of the market yet to spend much on their ownÂ on SEO efforts.Â But they will.Â I’m not talking about big companies.Â I’m talking about the bulk of the market – small to midsize businesses who are really just cutting their SEO chops. Companies like yours.
What with all their increased SEO focus and spending, many a business will be struck by just how poorly their websites convert hard-earned traffic to paying customers.Â Oops.
As people get their SEO ducks in a row, CRO(conversion rate optimization)should naturally become a bigger focus. In fact, a lot of onlineÂ ‘experts’ are calling 2010 the year of CRO.Â They might be right.Â CRO spendingâ€“ some of it spent to deliver targeted content â€“ will certainly increase.
However, that kind of forecast can be misleading. For the last few years I’ve worked on a daily basis creating websites that deliver targeted content for small to midsize companies’ websites.Â We call our system ‘Persona Architecture.’Â Â Its complicated,Â and would be impossible to re-create for the uninitiated.Â And, like most systems designed to serve up content based on behavior – it works like the dickens.Â It drastically lowers bounce rates and boosts conversion.Â (If you’re new to the idea of targeted content, you might try checking out getsmartcontent.com
Yet, still I only see a tiny minority of businesses – most often the big boys with agencies and lots of money – trying to deliver targeted content in efforts to optimize their conversion rates â€“ sometimes through companies like sitespect.com. The results are usually impressive and clear.Â What is equally clear isÂ that actually making it happen isÂ pretty complex and time consuming.Â Or, as you’ll see â€“ used to be.
Its obvious that serving up behaviorally targeted content needs to be easier.Â Thankfully, it seems to be getting that way.Â Companies like Smart Content have now made delivering targeted content readily understandable and implementable for the uninitiated.Â Its about as easy to do as adding a jpeg to webpage.Â And if you’re one of the thousands of businesses out there with traffic you could be converting better â€“ that’s a powerful thing.
Have an example of how a website is serving its disparate visitors targeted content? please share
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