Subscribe
Join 40,000+ sales and marketing pros who receive our 4x a week insights, tips, and best practices.
Thank you! You have been subscribed.

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

Download the Playbook
Fill out the form to get your playbook
Thank you! You have been subscribed.
... Inbound Marketing Lead Generation
Close
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Playbook
The Ultimate Inbound Marketing Strategy Playbook 2022
Free Inbound Marketing Playbook
View The Ultimate Inbound Marketing Strategy Playbook 2022
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

How Much of Your Blog Post Do People Actually See?

By John Bonini

John Bonini also recommends this free guide: The Ultimate Inbound Marketing Strategy Playbook 2022.

How Much of Your Blog Post Do People Actually See?

how-much-of-blog-post-do-people-seeWant to know what my greatest fear is? 

No one showing up.

To my speaking engagements. To the parties I plan. To the middle school dance I asked that cool girl in the Pearl Jam shirt to. 

I’m not sure where this stems from, as I can’t remember ever being “left at the altar” in any one of these scenarios. 

This also applies to the blog posts I write, exacerbated by the fact that I can’t even see the intended audience I'm writing for. 

Free Guide: The Ultimate Inbound Marketing Strategy Playbook 2022

(Granted, I see the metrics of how many people viewed the post. But what I really mean is, how much of the post do people actually see?)

As marketers, this is critically important. We spend so much time creating calls-to-action, strategizing their placement on the page, and tinkering with button text, that it’d be a shame if no one actually saw it. 

Eyeballs matter. But the sightline of said eyeballs matters even more. 

So...how much of your blog post do readers see?

How can we measure this? 

In 2006, serial entrepreneur Neil Patel and his friend and business partner, Hiten Shah, launched Crazy Egg

The tool allowed people to measure user engagement on their websites in a way that wasn’t previously possible. It was really the first of its kind. 

"Funny enough, at that time there wasn’t really product/market fit,” Patel told me in August. "I’m not saying that it didn’t exist, but we didn’t know it at least."

Using heat map and scroll map reports, Crazy Egg gave users the intelligence they needed to see exactly how people were engaging with their site pages. 

This is what we use. 

(Update: The awesome folks over at CrazyEgg were kind enough to offer all IMPACT readers a free 60-day trial. So...Enjoy!)

It’s pretty easy to get a handle on, too. Once you create an account – or start a free trial – it’s easy to add a new snapshot. Basically this means adding a new page to be measured over a period of time specified by you. 

how-much-of-blog-post-people-see-1

Next, you’ll enter the URL of the page you wish to measure. 

how-much-of-blog-post-people-see-2

Last, you’ll choose the duration of the campaign. When it starts. When it ends. 

how-much-of-blog-post-people-see-3

Once you’ve uploaded the desired pages, in this case blog posts, you’ll want to leave sufficient time to gather a large enough sample size in order to draw accurate conclusions. 

What can we learn? 

In order to fully optimize your blog posts for conversions, you have to know where people are looking. 

Obviously you wouldn’t want to waste valuable calls-to-action in places with minimal engagement, right? 

So let’s check out one of IMPACT’s most viewed post of all time, 10 Marketing KPIs You Should Be Tracking. 

how-much-of-blog-post-do-people-see

The reason I chose to highlight this post is because of its popularity. 

It ranks third on the first page of Google search results. (Google it!)

It has close to 100,000 views. 

It’s earned tons of inbound links.

Still, this tells us nothing about reader engagement. As you can see, less than 25% of people even make it to the bottom of the post CTA, meaning our opportunity to generate conversions drops significantly the further down the post our CTA is. 

No matter the popularity of the post, it wouldn’t mean a thing for our conversions if we ignored reader engagement. This is why we employed slide-in CTAs in order to get the attention of readers far earlier in the post, say, where 50-75% of readers actually see. (At this stage of the post, you've probably noticed it yourself.)

And for those who aren’t already subscribed to our blog, we include a banner CTA along the top of the page where 100% of the visitors see. 

We optimize for the entire blog post. 

Just because you have a CTA included below your blog post doesn’t mean that it’s optimized for conversions. 

Let’s take a look at another post. A more recent one. 

how-much-of-blog-post-people-see-4

How to Write Ridiculously Persuasive Landing Pages is one of our best performing blog posts this year. (And it was published this month!)

Once again, popularity is no indication of user engagement. In fact, because this was a longer post, fewer people made it to the bottom than our previous example. 

This makes the slide-in CTA even more important, as if we’re not capitalizing on our best performing content, our strategy would have major holes in it. 

What else can we learn?

Eyeballs are powerful, but only as powerful as the trigger finger. Or in this case, the mouse-clicking finger. 

As we just learned, there is a lot to be taken from where people are actually looking on your blog posts. But what about where they’re clicking? 

Check out a close up of the heat map of our popular marketing KPIs post. The brighter the spot, the more clicks that specific area receives. 

how-much-of-blog-post-people-see-5

See anything curious? 

I do. It looks like we’re getting a ton of clicks on our section headers. Interesting. But here’s the thing, our section headers aren’t linking to anything. 

We’re missing tremendous opportunities to drive people to more content on the subject matter they find interesting. In this case, more content on marketing KPIs (section header) and content on sales revenue (section subheader). 

But is this just a aberration? Well, let’s take a look further down the page. 

how-much-of-blog-post-people-see-6

Here it is again. It looks like this subheader gets a ton of clicks too. And once again, it’s another missed opportunity to lead readers to more helpful content. 

So does this remain consistent throughout the post?

how-much-of-blog-post-people-see-7

Yup.

how-much-of-blog-post-people-see-8

Looks like it does. 

Obviously every post is different. To assume that engagement occurs within a vacuum would be as silly as assuming everyone is reading or viewing your post in its entirety, 

The important thing is having the tools and process in place for measuring these things. 

Because views don’t mean conversions. Behaviors do, and that’s what we need to optimize for. 

The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022
Read the Playbook
The Ultimate Inbound Marketing Strategy Playbook 2022

Free Guide:

The Ultimate Inbound Marketing Strategy Playbook 2022

Take your inbound strategy to the next level

  • Master the 7 principles of highly effective inbound marketing
  • Dramatically improve your inbound sales
  • Get more buy-in at your company

Topics:

Lead Generation
Published on October 30, 2014

Recent Articles

Demand Generation vs. Lead Generation: What’s the Difference?
June 6, 2022 • 5 min read
Increase Landing Page Conversions Rates With These 3 Simple, Powerful Hacks
June 2, 2022 • 10 min read
20 Tips for Optimizing Your Business Blog Articles for Conversions
April 21, 2022 • 14 min read
How To Make Each Lead Capture Form a Conversion Powerhouse
April 8, 2022 • 7 min read
How To Grow Your Email List: 13 Savvy Tips To Try in 2022
April 7, 2022 • 9 min read
44 Landing Page Examples to Inspire Yours in 2022
December 31, 2021 • 13 min read
The Selling 7: 5 Best Landing Page Video Examples
December 23, 2021 • 7 min read
Rethinking Your Approach to B2B Lead Gen, ft. Chris Walker (Inbound Success, Ep. 200)
June 21, 2021 • 36 min read
ICYMI: Digital marketing news update for June 7, 2021
June 7, 2021 • 6 min read
What is the Content Marketing Funnel and How Does It Work?
June 2, 2021 • 10 min read
What is Lead Nurturing?
May 28, 2021 • 9 min read
ICYMI: Digital marketing news update for May 24, 2021
May 24, 2021 • 6 min read
ICYMI: Digital marketing news update for May 17, 2021
May 17, 2021 • 5 min read
ICYMI: Digital marketing news update for May 10, 2021
May 10, 2021 • 6 min read
88 compelling words and phrases to prompt website visitors into action [Infographic]
April 24, 2021 • 3 min read
Should You Still Gate Your Content in 2021?
April 8, 2021 • 7 min read
What is Conversion Rate Optimization? (Definition, Examples, and Tips)
March 31, 2021 • 12 min read
What is a good average landing page conversion rate?
March 12, 2021 • 10 min read
Call-To-Action Examples: 31 Designed to Earn Clicks and Generate Leads
March 11, 2021 • 10 min read
Here's Exactly Why Your Inbound Marketing Leads Suck
March 5, 2021 • 6 min read
6 Reasons You're Not Generating Leads With Your Blog Content
November 9, 2020 • 7 min read
9 keys to building an effective landing page [Infographic]
October 3, 2020 • 3 min read
5 effective strategies for decreasing bounce rates on a blog article
August 25, 2020 • 8 min read
7 savvy tips to boost conversions in your retail e-commerce store
July 17, 2020 • 6 min read
6 most common lead generation website problems (and how to fix them)
January 28, 2020 • 8 min read