Digital/Online Marketing Communications Strategy

The Boob Trial

By on December 2, 2009 in blogs/blogging with 0 Comments

Guest post by: Steve Hartkopf | Read his blog

If you blog, then you know that generating traffic takes constant promotion, especially in the beginning.  My blog readership is up nicely this year and it isn’t an accident — I work hard.

I believe bloggers earn every one of their readers. That said, I’m always searching for new ways to attract more readers. This post is about how that very common goal led me down an unexpected path.

The path between my pragmatic readership goal and what I’m now calling, The Boob Trial, requires some background.

Sex sells

It’s no surprise, especially to those of you who have teenage boys, that words associated with sex and the female anatomy are highly (Highly!) searched on the Internet. I mixed those two facts and, whammo, The Boob Trial was born.

Joanna Krupa is a famous bikini model and recent contestant on Dancing With The Stars, which is where I was introduced to her. When she was (unjustly) eliminated last week, she handled it with maturity and poise. Her fans, however, did not. They sent emails and posted comments about Joanna’s treatment, they acted like boobs. I took the liberty of naming them, Joanna Krupa’s boobs. My November, 23 blog, “Bloggers, Don’t Act Like Joanna Krupa’s Boobs,” was written to coach my fellow bloggers using Joanna as an example.

I just wanted them to redirect their energies and stop whining about how hard it is to find an audience. If you’re a great writer it may be “unfair” that you can’t generate an audience. Who knows? But whining is not the cure or the solution to your problem. The solution, as it is in most of life, is hard work. OK, so I had a little fun with boobs. Hey, you know what I mean.

The boob test

Good tests have limited variables so I abandoned my usual promotional activities and only posted a few Tweets.  I do a lot more promoting for most of my blog entries, but this was my version of a Mammogram, a boob test. The results were probably predictable but hilarious, nonetheless.

To determine the impact of boobs I needed some numbers, so I calculated my average pageviews, bounce rates and visitor duration for the prior three months and they became my baseline, my average day. Here are the results:

  • “Boobs” increased my pageviews 331%. 331%!
  • My bounce rate, which refers to the number of people who view one page and leave, went up 340%. That’s bad because it means virtually none of my new visitors stuck around to peruse my site. One and done, baby.
  • The average length of time spent on my site is about 4:00 minutes but I’ve had visitors hang around for a half an hour. Not Monday. The average visit was under 30 seconds. Apparently my new visitors aren’t big readers. No pics, no sticks.

More than meets the eye?

I’m always very grateful when anyone takes the time to read my blog, leave a comment or send an email. So I want all my loyal readers to know that I don’t ever plan on using such tactics again.

However, if it weren’t for my little experiment, would Deni have asked me to write a guest blog? So maybe suspending my better judgment wasn’t a bad idea? Maybe there’s more here than meets the eye? I wonder what Heidi Klum is up to?

Steve Hartkopf, is the founder and managing partner of Aligned Marketing, LLC a marketing consulting and technology solutions provider. Steve’s insights and clear communication cut through the noise to increase sales, improve profitability and lower costs.


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About the Author

About the Author: Deni Kasrel is seasoned (slightly spicy) specialist in digital/online communications. .


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