ExperienceBlogger

My friend and Director of Search Marketing, Adam, sent me a link the other day that warmed my heart.

Not only does Adam handle all of our PPC work, he also does our SEO.

We recently redesigned our article pages for our newsletter companion site and there was a bit of a debate throughout the process over the design of the page.

Some of us argued from the basis of creating a page that spoke more to the Direct Response marketing principles we’ve built our business upon - in other words, “Eliminate this visual element because it distracts and doesn’t speak to the single primary goal of the page” (and yes, I believe there should be a single, primary goal of every single page you design…more on that another time).

Others argued from the, “Well, this is how everyone else’s articles look…and there really isn’t a “conversion goal” for an article page like there would be for say a lead capture page” perspective. I fucking hate this argument…even though I’ll use it myself from time to time (the hypocrite that I am).

EVERY SINGLE PAGE SHOULD HAVE A GOAL — and that goal MUST be measurable.  Otherwise, how the hell do you know if changes you’re making are actually improving shit?

So I obviously pitched a tent when Adam broke out this article: Conversion Optimization for Content: Publishing site decreases bounce rate 43% 

It’s a great article for a bunch of reasons, but it’s even better when our marketing guys are helping to inform design decisions that our design team would normally have control over!