I’ve got news for you:
If you’re not using science to power your niche site, you’re going to fail.
It’s really that simple.
Knowing what makes your audience share, search engines find you and customers convert for you is key to creating a profitable niche site.
Because without that information, you’re just guessing. And guessing doesn’t get you anywhere, does it?
So, in this article, you’re going to learn some of the most essential science and research to get you off the couch and into your customer's head…
What You’ll Learn
- How To Convert 42% More People Overnight
- Why Letting Your Customers Say No Will Double Your Profits
- The ‘I Can’t Believe I Didn’t Think Of That’ Way To Get 72% More Email Clicks
- A Simple Content Change To Double Your Social Media Followers
(P.S. If you'd like to download a free checklist of 31 traffic hacks click here or the image below)
#1: How To Use Personalised CTA’s For 42% More Conversions
As long as there have been customers, there has been the need for personalisation.
And when it comes to trying to get potential customers to take action, it’s one of the most impactful tools in your arsenal.
Personalised CTA’s - that’s Call To Actions for anyone not familiar with TLA’s (three letter abbreviations) - have been found to covert 42% more people than standard ones, according to research from HubSpot:
Now a Smart CTA doesn’t mean you need a button that says, “Hey James, click here, you lovable, charismatic, handsome devil you”.
But what it does mean is that you need a button that fits why they’re on your site. You know, something like this:
#2: Segment Your Email List For Up To 76% More Click-Throughs
The people on your email list are all different. And, no matter how niche your site is, they’re all on your list for different reasons.
Some want advice, some want product information, some want your insights, and Dan from Vermont just wanted your free download and forgot to unsubscribe (screw you, Dan). That’s the way it goes.
But while you know that’s the case, you aren’t taking advantage of it. Because while email segmentation is effective, it’s one of the most overlooked tools in email marketing.
MailChimp did some research into email segmentation and found that it brings around some incredible results for the smart marketers that do use it:
Looking at that data there really is no reason to not segment your campaigns. But, that brings us to the next question, how do you segment your lists?
Well, HubSpot has a list of 27 ways you can segment your list. But, combining that with more MailChimp Data and research I did for SERPed, these appear to be the most effective:
- Merge Field: This is the data that separates people in your database, like; Zip Code, Job Type, Customer Type, Subscription Type.
- Gender and Age: These have a distinct impact on how you write copy for people. What works for a 30 year old man and a 55 year old woman are going to be really different. Take advantage and create copy that fits.
- Geography: Local offers, deals and even (for some niches) customs can play a big part in your emails getting opened.
- Interest Groups: This is by far the most effective way to segment your list. But, it requires a fair bit of data on your customers. People want to read content that interests them; so find out what interests them about your niche and give it to them. Just look at the results it could bring you…
"Some say that the secret sauce is list segmentation—the practice of dividing your email list into groups based on characteristics like interests and demographics."
#3: Write This Word To Massively Improve Your Sales Pages
People want to read what you have to write. Because, even if you don’t know it, you’re an authority.
I feel like the days of caring about a specific author have passed. Because people care more about whether the content will help them, not just the person who wrote it.
I read Neil Patel articles all the time, but if I’m honest, I don’t care about him as a person. Because his content is a means to an end for me. In the same way you don’t really care about what I do outside of this article (drink whiskey and moan about the weather).
Okay, so I’m overusing the word because on purpose. And with good reason:
It can help you create more compelling sales copy.
Without going to in-depth here, there was a psychological study done in 1978 that showed people responded well to any request or command that had justification:
- Can I use your pencil? Because I just need to write this letter.
- Can I take your sister on a date? Because I can’t go to this wedding on my own.
- Can I jump in front of you in this line? Because I really don’t want to wait behind you.
As odd as it sounds, these justifications work in real life. And since that study was done, they’ve become a great tool in copywriting, because they work so well.
Now the original study was done with the word because. But, as it turns out, any word that can justify what you’re saying will work. For example:
- The reason my writing is so compelling is from the years of practice I’ve put in
- You need to use Twitter as a marketer for the simplicity of connecting with people
- Stuart is a horrible person simply by being born in Scotland (He’s not. He’s nice. For a Scotsman).
You can even use this technique in your articles to justify why people need to carry on reading, or why the subject of your content is worth their time and effort.
#4: Learn Your Audience’s Age And Gender For More Viral Articles
Age and gender are huge factors in the content that people share:
Younger people will always share updates about getting drunk (I remember my first beer too), older men will always complain about immigration, and middle age women join social for the sole purpose of sharing Minion meme’s.
But, that’s not information you as a niche marketer tend to pay attention to. Because while it’s obvious, it tends to slip your mind from time to time.
Yet, according to research from Harvard Business, it could be a key factor in getting more social shares. Because you can tailor your content to fit the exact emotions that age or gender group wants to share.
While the emotions that make people share as all similar and come down to one of these five:
The intensity differs and using more (or less) emotions in your content can help you create more shareable content.
For example, in the age ranges, people who are 18-24 are harder to get to share and the intensity of emotions that makes them share is less. While for 35-44 year olds, there are many more emotions you can use to promote sharing at varying intensities:
So, in plain english, you’d have to target 18-24 year olds much more specifically than 35-44 year olds.
And when it comes to gender there are subtle, but powerful differences:
Men just won't share tend to share if they feel the emotion admiration. But for women, it’s a factor and can be included. You can also see that Anger, while not a main emotion, is more likely to make a man share than a woman.
Combine this with the emotions from the age ranges above, and you’ve got a winning formula for the emotions in the content you want to share. Or, the Facebook Ads you want to run.
#5: Become An Informer For 2x More Social Media Followers
Researchers from Rutgers University looked at what makes someone ‘followable’ on Twitter. And, they found that users are split into two different camps:
- Meformers: Your mate, Toby, who posts updates from the gym and pictures of his latest protein shake (we get it Toby, you lift. Nobody gives a crap).
- Informers: People who share valuable content and information to people. Like links, articles and other juicy stuff.
Sadly, 80% of people on Twitter come into that first camp. Because we’re all a little narcissistic in our own ways. But the other 20% are informers, and they’re the smart ones, because they have double the followers of meformers.
So if you want to boost your amount of followers, and get a better social presence for your niche site, swap your updates from inward looking tweets like this:
And start creating outward facing updates, like this:
#6: Double Your Conversions By Letting People Say No
People are weird. Okay, it’s a fact, let’s just deal with it. Because what is logical and should work, never really does. Instead it’s the oddball, weird things that work. Science, right?
Now while it may seem logical in sales to push people towards saying yes, and giving them no option but to buy from you, that doesn’t seem to be the case.
What’s more powerful is reminding them that the are free to say no. By using the phrase, “But you are free…” (BYAF).
An analysis from Western Illinois University looked at 45 studies using this wording, that covered over 22,000 people. They found that when BYAF was used conversions doubled.
Here’s a few examples to show you what I mean:
- We’d love you to sign up to our mailing list, but you are free to use the site without doing it too
- This book is only available for $10 for the next 12 hours, but you are free to wait and pay full price tomorrow
- Having our membership card will give you 10% off all products, but you are free to shop without it
Try incorporating this phrase into a page with Smart CTA’s and watch your conversion rates soar.
"Remind your readers that they have the freedom to make a choice—no one is forcing them to act. This simple reminder goes a long, long way."
- Kaleigh Moore
#7: Make It Mobile Friendly For Better SEO Results
Okay, this isn’t technically science. But Google in itself is a science. And while I’ve got your attention I might as drop another useful knowledge bomb on you:
Which is a fancy way of saying that if your site is prepared for Mobilegeddon and responsive to meet the needs of mobile users, the better you’re going to rank.
So if you want to get a real organic-traffic edge on your competition, beating them to the punch in the mobile race might be the key to stealing their customers.
This doesn’t have to be an expensive upgrade either. There are plenty of responsive WordPress themes out there that are cheaper than you’d expect. But, it’s a necessary change for you to make for the future.
#8: Include Links For 11% More Facebook Reach
The rule used to be:
If you want more people to see your Facebook posts, use images.
And that’s still the mantra for many marketers. But, it turns out that (sneakily) the organic reach - the amount of people who can see your post without promotion - of images dropped dramatically to only 7%.
They’re now the least effective way of getting people to see your posts. However, links are now the highest with up to 18% organic reach giving you over double the results of images.
If you don’t have a link to share, go text-only, because that will still give you a 2% boost over image posts.
"Your mailing list is different to every other mailing list out there. Nobody reading (or writing) this article has the same mailing list as you. Which means there is no cookie cutter strategy to what emoticons do, and don’t, work." - James Johnson
#9: Use Animated Emoticons For 20% More Unique Opens
Matthew Woodward recently started using animated emoticons in his emails to his list. And, he let me write all about it, because I’m good at words and stuff.
What he found when he started using them was that his unique open rates boosted by 20%, almost overnight. And he’s not the only person to see results that incredible, either.
Part of this is to do with mobilegeddon and people opening email on their phone more. But, it’s also down to the fact that images are processed 60,000x faster than words. Making it quicker for someone to make a decision on opening your email.
This works for normal emoji’s, too. In fact econsultancy found that using standard emoji’s still improved their average email open rate by over 65%.
Include them in your subject lines to get more opens and attract much more attention.
(P.S. If you'd like to download a free checklist of 31 traffic hacks click here or the image below)
The Science Of Niche Marketing...
There you have it. Nine scientific ways to improve your niche site overnight. Here they are again in short, to save you reading the article all over again:
- Smart CTA’s: Personalisation is key. Use it on your call to actions to get 42% more conversions.
- Email Segmentation: Segment your email list into interests, age or gender to get up to 72% more click throughs.
- Because: Use the word because, or other justifications, to improve your conversions, on page time and authority.
- Age And Gender: Understand your audience's age and gender to create tailored, viral content for them.
- Inform: Create outward facing valuable tweets for double the social media followers.
- BYAF: Use the But You Are Free copywriting tool to double the conversions you get on your site.
- Go Mobile: Make your site mobile friendly to get preference in Google searches.
- Use Links: On Facebook for 11% more organic reach.
- Get Animated: To increase your unique email opens by 20%.
Okay, over to you! Which one are you going to use first? Let me know in the comments below.