Increase Your Revenue with Secret Military Intelligence

Long before laptops went wireless, before Dell could sell powerful PC's for less than $500 and before success was measured by Google rankings, programmers were developing highly sophisticated, secret software applications to bolster the defense of our nation. These developers created complex techniques to train a very select number of our military forces. This technology can help increase the effectiveness of your site.

In this month's article we will discuss how secret military technology can direct you where to place your highest revenue-producing content, what matadors and bulls have to do with your web site visitors and how to determine if your images or content are being used without your permission.

Is Your Site "Top Gun"?

Many of the military training software programs that were designed in the late 90's ultimately became the video software games of today. Programs that cost hundreds of thousands for the military now can be bought for $50 at your local computer store. Even more amazing is that the games of today are better than the earlier programs developed for the military.

One of the other technological advancements developed by the military used eye tracking sensors to monitor the eye movements by our Top Gun fighter pilots. This was done initially to optimize the instrument lay out in the jets, and later to possibly allow eye movements or blinking to initiate various aviation functions, such as firing weapons or evading radar.

This technology has now been used by several companies to monitor the eye movements of visitors to web sites. The web site visitors wear headsets and the software tracks their eye-movement to quantify what they read, what they don't read, what they glance at, what they skip, and what they never even see.

One company, Enquiro, tracked visitor eye movements at Google. They found that the most frequently viewed components were the sponsored ads at the top of Google's results pages. The study also found that the natural results were viewed for approximately 3 seconds and sponsored ads (Pay Per Click - PPC) at the top of the Google page received about 1.5 seconds of attention. The sponsored ads on the right side of the page, which are also PPC, were looked at for just over one second.

When the results were illustrated via an image, they indicated the "hot spot" was the top left corner of the web page. It received the majority of initial and subsequent eye attention.

So, What Does This Mean To Your Mortgage Web Site?

You should put your most important information in the top left of your web page. Sites with large, non-revenue producing space at the top of their sites or using drop down boxes or non-standard navigation designs could be negatively impacting the visitor's convenience and thus resulting in fewer sales.

Ole' Marketing?

When matadors engage bulls in the ring they use a bright red cape to attract the bull. Obviously each matador stands to the side of the cape, and when the bull charges the cape has nothing behind it. The crowd in attendance shout, "Ole'" with their approval.

Quite a few mortgage web site owners use this same Ole' Marketing technique with their PPC keyword campaigns. For example, a mortgage company may offer VA loans and FHA loans in addition to refinances and new home loans. Not surprisingly the company buys clicks for all of these keywords. The problem occurs when the company directs all of its keyword buys to the home page of the mortgage web site, even though the information about a VA loan is actually contained within the site. This causes an "Ole' moment," where the charging visitor arrives expecting to find full information on VA loans, only to be surprised, and dismayed, that he has to search the page for a link to the page that has VA loan info.

Are Your Competitors Stealing Your Site?

Successful sites -- typically costing thousand of dollars in time and expense -- may fall prey to individuals who simply copy the design or wording to a competitor site. Most mortgage web site owners don't even know it is occurring. A few years ago, we had a mortgage site with a built-in mortgage calculator. We noticed a substantial amount of traffic on that page and upon inspecting our logs, we found that someone had copied our code to their site. The only problem was that our code wouldn't work because it was PHP enabled, so they actually used the full URL to our site. It turned out to be a bonus for us because when visitors to that site used the calculator, they were redirected to our site when results were displayed.

A very simple way to test if your images or content is being "borrowed" is to take a unique phrasing of words from your site, maybe four to six words total, and place that phrase in quote marks while doing a search. For example I took the phrase "these customers are entrusting your company" from our MortgagePromote.com site and searched at Google. The only page that came up was ours.

If you have unique names for your images you can also do a search for the image to see if anyone is using it. Assume that you have an you may need to be a bit more creative by searching for two images top.jpg +left.jpg, or searching for the image plus a related keyword like top.jpg +"mortgage loan."

In short, you can use previously secret military intelligence, which cost millions of dollars to develop, and apply those findings to make your site a "Top Gun." Furthermore, you can protect your own "site intelligence" by using search engines to check for competitor infringements.
 

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