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Increase Your Conversion Rate with 2-Step Campaigns

The main goal of every commercial website is to increase their revenue at the end of the day. If you own a website with high quality content but less returning visitors, you could switch to a “2-Step-Campaing” to help increase your conversation rates.

In addition to improving conversion rates there are other advantages including:

  • increasing number of returning visitors
  • increasing external revenue
  • developing an additional revenue stream
  • implementing more SEO-friendly ways to generate sales

What does 2-Step-Campaign mean?

In general most websites want to turn the traffic directly into sales by using banner ads, in-text links or widgets for the products placed above, under or in the articles. This is typically called a 1-Step campaign and works very well on websites with a strong brand, many returning visitors and where people are searching for products.

If your website is SEO-driven and the percentage of new visitors is extremely high you should think about converting the visitors into newsletter subscribers in the first step. Visitors coming from Google Search Engine Result Pages are looking for information and not for advertisement or products. After reading the article most visitors return to the SERP by closing the tab or using the back button. As a result, the conversion rate for advertisement is often low. If the click through rate on ads is higher than 1 percent you can be happy. But don´t forget that one percent CTR does not mean one percent conversion. You will also lose potential customers on your landing pages or the shop pages of your affiliate partner depending on the advertising skills of your marketer. At the end of the day the conversion into a sale is clearly less than one percent or close to zero.

Case study: "Sales funnel with the sale at the end"

Developing a new strategy is not necessary because there are many bigger websites with 2-Stepcampaigns. One of them is experto.de. See its sales funnel shown in the illustration below. It’s a good example and has been established for over five years.

If you offer newsletters with hot topics and engaging content your subscribers are likely to remain on your email lists and open to newsletters with suitable advertisements.

How to:

  • Start to publish good content on your website. If you have enough capacity then secure content from text providers but pay attention to their length (at least 500 words) otherwise Google treat them as "low quality content"
  • Make your site search engine optimised in order to secure traffic from the search engines. Use siloing on your website and real URLs like http://yourdomain.com/how-to-make-2-step
  • Carefully integrate ads from Google AdSense and other advertisers and keep these Ads away from "Above the fold area".
  • Offer gently your newsletter service for e.g. when they leave you website. Tell them that you would like to send them your great articles directly in their mailbox, so they are always up to date
  • Start sending out ad driven newsletters and you will get money from the integrated ads and also from ads on you website. Don´t publish the complete article in the newsletter: only the headline, a picture, a teaser and the link to the article! You want to give them a reason to click back through to your website Depending on the quality and the amount of content, you can send the newsletter once a week or every day.


At the end of your newsletter, integrate ads from networks as an additional revenue stream and you can reduce the shipment cost. And don´t forget that every returning visitor can increase the revenue from external ads on the website by clicking on the banner.

Are 2-Step campaigns successful?

They can be. The ROI can be after six months depending on your newsletter strategy and the quality of your content. Don´t forget that trust is very important for a high CTR too. If visitors are of the opinion that your content is only made for selling products they will not continue to engage. It is totally different to give them useful advice and to offer them additional information and products. Here are two examples what works and what won't work:

No: Say that every computer needs a hard disk and offer HDDs from Amazon affiliate or other program. It will look commercial and your visitors won´t trust you to provide useful information

Yes: Compare hard disks with Solid State Disks, tell them that a SSDs can speed up the system ten times and show a selection of the most popular SSDs including price and affiliate links to Amazon

Remember that the Google Search Algorithm does not like websites with content which is clearly made for only selling products. These websites are regarded as “content farms” and get an automatically or manually penalty.

Submitted by: experto.de | http://www.experto.de/

experto.de With more than 55,000 free articles and 500 experts, experto.de is the leading online experts' portal in Germany! Our professional experts provide daily new advisory articles on hundreds of topics - whether computers, communication, office, legal, health, consumer or family, here you find guarantee the right answer and solutions to a problem!

The experts' portal experto.de is a department of VNR Publisher of the German economy AG. The company is one of the largest trade publishers. We deliver to our customers for more than 30 years about 200 journal publications and information services with a practical knowledge in consulting that will help you to successfully managing your tasks in professional and private life. Our print publications have a broad range of topics.

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