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*Per company policy, several components, design, keywords, and data points cannot be shared externally.

Content strategy

March 2023

KPIs

Primary

Secondary

Take a Tour | Content Strategy

• Sign ups
• Leads

Increase engagement

• Decrease bounce rate
• Decrease exit rate
• Increase time on page
• Increase click-through rate
• Improve content and UX

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2

Challenge: High bounce rate, low time on page, low CTR, high traffic. Why is this page receiving high traffic, but low CTR and time on page?

Recommendations

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Goal

Done?

Why/Notes

Suggestion

• Increase lead form submissions
• Keep visitors on page (anchor)
• Provides a more personalized experience

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Increase CTR

Increase B2P

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1

A/B Test: Replace CTA. Use adaptive modeling to update CTA per device.

• Current content in related content component appears similar. Use differing articles/content including some that require a form fill

Increase engagement, CTR, lower bounce, and exit rate

3

Create a content cluster: Add more cross linking to and from the page

• Logged in users might be interested in learning about other options.
• Provides a more personalized experience

Increase CTR

Increase B2P

2

A/B Test: Update logged in experience: Use adaptive modeling to update CTA , header, copy for logged in user.

Increase CTR and leads

4

Update related content component section: Two pieces of content that require a form fill in addition to an article

• Improve SEO/organic rankings to this page
• Direct more traffic to this page from other high traffic SEO pages

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Content cluster

Take a Tour

Proposed linking strategy example

1. Create a content cluster by hyperlinking to popular SEO pages.
2. Test recovery modules and components.