What's the difference between high perfoming sites and the Results from low performing sites. 2020 StudyRead Now
NEw SEO study's for 2020 are:
I have wondered what's the true difference between the highest performing websites and what isn't is it the landing page, amazing beauty, really cool logos or is it the stuff that goes behind the scenes that we don't see. Is it the amount of other websites talking about that site? Is it ranking on some kind of platform like google or amazon or shopify. What is it that makes these sites stand out from their competition.
Most of these companies show a very efficient way that the sale is processed as well as how much word of mouth talk goes on behind the scenes as well. The more other people talk about that place the better because it ends up being on the minds of people more than just by finding it online or through a website. That can be very important in our 2020 year but people also have a certain level of word of mouth which brings that traffic up.
I read an article recently that discusses this exact subject. The annual study provides KPI benchmark data which allow digital marketers analyze their 2019 performance and plan their 2020. The most popular section in the report amongst Moz readers has always been the conversion correlation, where we crunch the numbers to see what sets the high-performing websites apart.
We're privileged to count a number of particularly high-performance websites among our dataset participants. There have been over twenty international digital marketing awards won by a spread of participant websites in the last three years. In these findings, you're getting insights from the global top tier of campaigns.
If we take a five-year look-back, we can see the conversion correlation section acts as an accurate predictor of upcoming trends in digital marketing.
In our 2016 study, the two stand-out correlations with conversion rate were:
So, what are the top performing websites doing differently now?
These points of differentiation are likely to become the major shifts in the online marketing mix over the next 5 years.
Efficiencies of scale
Every budding business student knows that when volume increases, cost per unit decreases. It’s called economies of scale. But what do you call it when it’s revenue per unit that’s increasing with volume? At Wolfgang, we call it efficiencies of scale. Similar to last year’s report, one of the strongest correlations against a number of the success metrics was simply the number of sessions. More visitors to the site equals a higher conversion rate per user (0.49). This stat summons the final wag for the long-tail of smaller specialist retailers. This finding is consistent across both the retail and travel sectors.
And it illustrates another reversal of a significant trend in the 2010s. The long-tail of retailers were the early settlers in the e-commerce land of plenty. Very specialist websites with a narrow product range could capture high volumes of traffic and sales.
For example, www.outboardengines.com could dominate the SERP and then affiliate link or dropship product, making for a highly profitable small business. The entrepreneur behind this microbusiness could automate the process and replicate the model again and again for the products of her choosing. Timothy Ferris’ book, The 4 Hour Work Week, became the bible to the first flush of digital nomads; affiliate conferences in Vegas saw leaning towers of chips being pushed around by solopreneur digital marketers with wild abandon.
Alas, by the end of the decade, Google had started to prioritize brands in the SERP, and the big players had finally gotten their online act together. As a result, we are now seeing significant ‘efficiencies of scale’ as described above.
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