We measure a lot of statistics when running a campaign. One important statistic when it comes to conversion is your bounce rate. You can run a great marketing campaign that generates millions of traffic, but has less than 0.001% of conversion. Higher bounce rates are an indicator that your content or landing page is not persuasive enough to convert the sale. Check the tone of your content. If it is not consistent with the rest of your campaign, change it. Check the copywriting. If it doesn't persuade your friends to opt-in, change it. - Maria Thimothy, OneIMS
“In conclusion, this research illuminates how content characteristics shape whether it becomes viral. When attempting to generate word of mouth, marketers often try targeting “influentials,” or opinion leaders (i.e., some small set of special people who, whether through having more social ties or being more persuasive, theoretically have more influence than others). Although this approach is pervasive,recent research has cast doubt on its value (Bakshy et al. 2011; Watts 2007) and suggests that it is far from cost effective. Rather than targeting “special” people, the current research suggests that it may be more beneficial to focus on crafting contagious content. By considering how psychological processes shape social transmission, it is possible to gain deeper insight into collective outcomes, such as what becomes viral.”
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