Maybe I haven’t thought about the tipping point theory as much as should? I follow Marcus Sheridan’s blog, The Sales Lion. It’s always a good read, he seems like a down-to-earth guy passionate about what he does, but the other day I just had to push this blog post to my “read it later” cue (which is sort of stacking up, but that’s another story).
However, I did read this post again and it really got me thinking about tipping points and web analytics. Not so much about the story of the digital pool guy and his journey, but more on the concept of a magical tipping points for website content.
Here’s an excerpt of the post:
Then came the beginning of 2011. One night, as I was happily sitting at my kitchen table and comparing all of my leads vs. leads-turned-customers from 2010, an epiphany hit me like a ton of bricks.
To make a long story short, I noticed a simple pattern, and it was this:
If I could get a lead (someone that filled out a form on my website) to view at least 30 pages of my website, I would close said lead about 80% of the time assuming I went out on a sales appointment.
Although these numbers may sound insignificant to most of you, to me it was groundbreaking, as the swimming pool industry average is around 15%.
Once I knew that 30 page views was a magic number, or content ‘tipping point’, I developed my whole sales process around this simple truth.
In other words, I worked doggedly to make sure prospects read 30 pages of our site before they had a sales appointment. And what were the results?
Well, to state it briefly, 2011 has been far and away our best year ever as a swimming pool company. We’ve broken all records in sales, closing rates, profits, etc. We even are booked-out until the beginning of 2012 with pools to install. It’s amazing. And it all came down to a simple ‘tipping point’.
Isn’t this sort of web analytics something to explore? My own blogging platform is merely a hobby and I like to keep it casual even though I enjoy examining my Google Analytics, but I’ve always marveled that it has such an noticeable impact on my own social and professional circles. Since I have relatively few readers (not that volume matters all that much, but still), it has always amazed me.
But I do have one particular web analytics item that I’m proud of, and that’s my bounce rate which lies steady between 5 and 8 percent. It means most people check out at least one more page or post before they leave. So it might just be a good control question when creating your own tipping point content strategy; how do you allow for those who are interested to get deeper into what you’re all about via content development?
- The Tipping Point (setwatchman.com)
- Frank’s #FollowFriday: Marcus Sheridan (frankdickinson.me)
- The semantic tipping point (hyperorg.com)