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High Impressions and Low Click Through

By Edited May 15, 2016 4 18

Determining why you have high impressions and low click through rate can be challenging as the reasons can be many but here are some of the more common reasons this can occur:

High impressions and low click through rates occur because the traffic is either poorly targeted (your article is about dreamscape lucid dreaming but Google keeps sending people to your page that are searching for dreamscape car wax = wrong traffic, they're not interested in what you're saying) or they're still early in the Buying Life Cycle, not late in the Buying Life Cycle which is where ideally you want to catch them.

The Buying Life Cycle is generally used by Internet Marketers when selling product but I don't think it's a far stretch to see that it does (at least to some extent) apply to the world of article writing as well. For those that may not be familiar with the Buying Life Cycle and how it would apply here - let me elaborate:

There are 4 basic stages the vast majority of us go through before making a purchase and it goes something like this -

Stage 1: Research - People at this stage of the life cycle are simply interested in knowing more general information about a product. Think broad terms here, such as LCD TV's. They just want to know more about them in general (how are they different, do they really use less energy, etc. etc.).

Stage 2: Targeted Research - This is where the potential buyer understands what they generally need to know about the product (LCD TV's) and are now looking at what brands are available and what options come with those brands. Samsung, Aquos, etc. Picture in picture, surround sound, etc.

Stage 3: Comparison - The potential buyer is pretty much convinced to buy, they just need to determine the final product. This involves comparing those brands with the options they like.

Stage 4: Purchase - Research is done and the buyer has decided on a product. Now it's just a matter of finding the best deal and choosing a trustworthy place to purchase it from.

I can see this model applying to article writing (for profit) was well (if you're just writing for fun and money is an added bonus you can disregard all this).

If you write an article that speaks about LCD TV's in general, the traffic you attract will be people that are in stage 1 of the Buying Life Cycle, as they are not convinced to make a purchase yet (this usually comes late stage 2, early stage 3) these people will gobble up your content and move on in an effort to further themselves unknowingly down the Buying Life Cycle path. This type of article will generate lots of traffic, but generally poor click rates unless the displayed ads are really compelling.

To continue our example - if you write an article about all the new LCD Technology out there (like LED and 3D) you'll typically get less traffic, but it's more quality traffic. Few people jump and make the decision to buy here, but some do at this stage so you'd see moderate traffic but still generally poor click rates.

If you write a comparison article about 2 popular brands you can expect to get traffic from the stage 3 group. They've pretty much decided to buy, they're just not sure yet. This is where traffic volume drops some more but quality further increases. Less volume, but more clicks.

Finally if you write an article about a Samsun 8240 52" LED 3D TV you're hitting a very targeted group of people. Yes, you'll get some stage 1-3 people along the way but the rest of your traffic is high quality, ready to buy people. Volume will be low, quality will be high.

Walking someone through the entire Buying Life Cycle process is difficult at best, very few people start their research and buy all in one place which is why it's ideal to catch them as late in the cycle as possible.

So how do you target your articles? Which stage of people are you addressing? If you understand the Buying Life Cycle you can tailor your articles to a more motivated group of people which (should) result in more (quality) clicks.

Again, this is geared more towards marketing a product, but if you use Amazon or self serving links - technically you are. The balance is delivering quality content that still subtly targets people in the late stages of the Buying Life Cycle.

What is another group of highly motivated people? People with problems that need solved NOW. You have a puppy that keeps wetting on the floor and your spouse is going to get rid of him if you don't come up with a solution.

Amazon sells puppy wetting/training pads - voila! You have a person with a problem and an immediate need and you have your article niche already chosen. Write an article about how frustrating it is (sympathize and connect with the reader) but how it can be fixed using Amazon Puppy Wetting Pads and this handy dandy book about how to get puppies to stop wetting (deliver a solution).

The person reading this article already knows and understands the nature of the problem which basically puts them late stage 2 or early stage 3 of the Buying Life Cycle - highly motivated and ready to buy. They just need to know what to buy and where to get it and thanks to your article they'll know.

Please note this doesn't mean write poor quality or articles that lack good helpful content nor does it mean just link to any ole product. You MUST deliver good quality, relevant information and if you choose to recommend a vendor/product make sure it's one that you've used, researched or at the very least has consistently high customer reviews.

Not every article I write is based on this concept, some of my articles I wrote simply because I liked or enjoyed the topic or had something to share (like the Why Writing for Info Barrel is a Joy Not a Job).

It can be hard to know why you're getting high impressions and low click through rates, but if look at your article from the Buying Life Cycle perspective, it can help give you an idea of what group of people will be reading it and perhaps give you some added insight as to why you're getting the results you are.



Jul 11, 2010 4:39pm
Great article KevinMarx this is full of really helpful info and you are spot on with everything you said. High impressions can be exciting but when you're not seeing clicks it gets frustrating. Your advice should be great for new writers and even the frustrated veterans trying to figure out where they went wrong. Thumbs up for sure!
Jul 11, 2010 5:09pm
Thank you so much Travis! I really enjoyed writing that one and I'm glad it was helpful!
Jul 11, 2010 6:09pm
I have the same problem. I'm hesitant to write more article for fear that I will not get good traffic.

How do you even get traffic&gt
Jul 11, 2010 7:17pm
That's a short question with a big answer! The short answer is:

Write good content that's relevant to your topic
If you're writing to make money, make sure your keyword(s) have low competition and good search volume
Perform good SEO/back-linking
Allow time for your article(s) to be indexed and mature

Generically speaking do that and you should get traffic. There's more to it than that - but that's a good place to start. If you're unclear on what some of those processes are - the great folks here have written many articles and forum posts cover the subject(s). Seek and ye shall find!
Jul 11, 2010 10:11pm
great article. I'll have to think about how to apply this to a "non-product" topic. You have a wonderful gift of clearly explaining something that the average person can understand!
Jul 11, 2010 10:30pm
Thank you! Many years ago I used to teach, I think some of it may have stuck with me! :)
Jul 11, 2010 11:01pm
Very helpful article, now we just have to get it into our heads. And try , try to do it better.
Jul 12, 2010 12:16am
I think you've found a question that needed answering. Thanks for the clear and thoughtful answer.

Jul 12, 2010 12:40am
Hey KevinMarx, thank you for an interesting and helpful article. Great information to know!
Jul 12, 2010 6:50am
Thanks again and you're most welcome!
Jul 23, 2010 1:33pm
These are all good tips and strategies for increasing clicks. Thanks for the explanation. Well written article with helpful advice!
Jul 25, 2010 12:46pm
Excellent article and great tips... I'll try to work some of your suggestions into articles I planned to write - I'll just come at it from a different direction or viewpoint.
Jul 29, 2010 6:51pm
Great article for refining your content and targeting specific traffic! Thanks!
Jul 29, 2010 11:35pm
Glad it was helpful! Thank you all! :)
Sep 3, 2010 5:30pm
Thanks for article. Now I understand some things.
Oct 23, 2010 11:44am
I agree with your comments Kevin. Thanks for the share!
Oct 23, 2010 1:00pm
You're most welcome, thank you for the comments!
Nov 5, 2010 1:29pm
I agree with everyone. Great article. Thanks Kevin
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