Flashing banners and pop-ups everywhere you look. In many blogs, the entire keyboard is played to make something palatable to customers. Be it the email newsletter or a discount coupon. How much advertising in content is ok?
Imagine you enter a boutique. While you are still standing in the entrance, an employee hands you the application form for a customer card. No sooner have you signed it than a salesperson comes from the other side. “Do you want to participate in our lottery?” Sounds exhausting, doesn’t it? What impression would the visit leave on you?
Advertising in the content
Naturally, visitors to your blog have a completely different interest than you do. They want an answer to a specific question or want to learn more about a topic.
You, on the other hand, do not publish content out of charity, but pursue economic interests. Visitors should be given a positive image of the brand and perhaps also buy something.
The big challenge is to reconcile the user’s goals with yours. The result is also called Content Experience (CX).
The visitor’s intention
Visitors to your website don’t just want to consume content. They want to solve a problem. As long as you know their intention, you can align your advertising with it. It will then no longer be perceived as a disruptive factor.
An example from e-commerce: If the intention of a page view is to pay for a product, pop-ups with other offers are a nuisance. This is one reason why Amazon, for example, always keeps an eye on the intentions of all visitors and personalizes all content. The result: advertising is perceived like useful content.
Indicators of weak content experience
One indicator can be high bounce rates. However, these can often be attributed to technical problems. A further analysis of your website provides clarity.
If your bounce rate is ok, but the dwell time is weak, your website probably has content deficits. Possibly the dwell time is also measured inaccurately. This is not unlikely, for example, when visitors watch a video. To get to the bottom of such cases, Google offers special event tracking features.
A low percentage of return visitors can indicate a weak content experience. It may also be a lack of content variety.