Morning Ketchup: Conversion Rates from Organic Traffic Soar, Mobile Payments vs Mobile Transactions, Quality Content vs Effective Content

Welcome to Bridgeline Digital’s news-wrap post on our brand new Digital Engagement blog named “The Morning Ketchup.” It's a play on words, because we're clever like that. We’ll be periodically checking in with relevant (and entertaining) pieces found across the Internet about Content Management, Marketing, SEO Strategy, and General Business News. Our hope is this will become part of your morning, a detour you enjoy as you sip on your third cup of coffee before noon. And fear not, this space is not a one-way street: We want you, dear reader, to interact with us; tell us what you like, what you hate, and what you want more of in the comments section and on Twitter and on our Facebook page.

Organic Search Results Yield Conversions

We already know that, on average, the top-ranked search result on Google receives 33% of the traffic, but what effect does this organic visitor traffic have on the end game: conversions.  

The folks over at MarketingSherpa polled marketers asking that very question. They broke the response out by industry, reminding readers that the word "conversion" has a separate meaning to every entity. For instance, "conversion" could mean filling out a form or, more literally, completing an online sale; which, as Daniel Burstein points out, is a much more difficult task.

MarketingSherpa Conversion Rates from organic traffic

Despite coming in at the lowest rate, 11%, eCommerce conversion rates from organic search traffic are still impressive. One thing we would have liked to have seen is the conversion numbers broken out from "branded" (e.g. Apple) versus "non-branded" (computers) organic traffic. And Burstein points out, extrapolating those numbers, in theory, is not fair.

But, let's play in fantasy land -- just for a second -- think about that: 10 out of every 100 visitors who find your site through a search engine will buy a product or service. An impressive clip, if you ask us. Leveraging a Search Engine Optimization expert to help clean up your SEO efforts has never been more important.

Report: Mobile Payments to Comprise 4% of Global Credit, Debit Transactions

We've long championed the solution of Responsive Design to combat the Mobile Revolution. (We wrote a FREE eBook about it and everything!) Mobile's rise has been well documented in this space. By the end of 2013, Mobile Commerce is expected to grow by nearly 70%, to $41.7 billion, and earlier this year, for the first time ever, we saw conversion rates from tablets top that of the traditional desktop. 

But this is a totally different animal. From Tony Danova, via Business Insider:

... mobile-focused companies are exploring how to make these transactions easier, for shoppers and merchants, at physical stores and online.

Danova goes on to explain the difference between Mobile Payments and Mobile Transactions:

A mobile payment occurs when a mobile, Internet-connected device is used to facilitate a transaction that might otherwise have taken place using a physical credit card, check, or cash, at a store or point-of-sale. Mobile transactions are a larger category that includes these payments, but also includes mobile commerce, or e-commerce channeled by an app or mobile website.

The use of QR codes to complete credit/debit transactions through a smartphone is nothing new, but it's rise is something to monitor.

Thoughts On HubSpot's "Quality" Content Article

Over at HubSpot, Ginny Soskey had an interesting article about two "diametrically opposed" content creators: Buzzfeed vs. Harvard Business Review. The article itself, "Memes vs. MBAs: What Is Quality Content, Anyway?" is worth your time. The reporting, writing, and premise are all fine, but I'm not sure its conclusion -- that "good" content is content that your readers love -- is really true. We're not saying Soskey is necessarily wrong, but her presumed audience -- Digital Marketers -- are not in the same business as her subjects -- media publishing. 

To us, Buzzfeed and HBR need to put out content that readers love. For all intents in purposes, content is their business. But for marketers, "quality content" is effective content. We're not sure if you "love" reading about how canonical tags help maintain SEO; or why Google+ is a great social media platform for businesses. But that's what we do, it's our business. As a matter of fact, so is content marketing. And the point, we think, of the entire article is how important content -- whether it's stylistically academic, expository or just of stupid cat GIFs -- is to your overall marketing strategy. 

If you want our take on the subjects: The way we see it, Buzzfeed is a content farm; expert aggregators, like a consumer-friendly version of Reddit. From time to time, longform journalism happens on Buzzfeed, but more often than not, there are lists upon lists (upon lists) of pure inanity. And that's OK. We wouldn't call it "quality" content, though. Everyone seems to dig that viral song "What Does the Fox Say?" -- so much so, it is on the Top-100 tracks on Spotify right now, but we wouldn't call the music anything beyond a sonic meme. 

In the end, though, quality content is subjective; effective content is results driven.

Add a Comment

* Required

Note: Your comment must be approved before it will be displayed on this page.

Back to top

Stay Connected

  • LinkedIn
  • RSS Feed

Knowledge Center