アフィリエイトで成約にならない理由のほぼ7〜8割を占めること。「常識的な感覚で想像するイメージ」と「現実」とのギャップ。

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つい先日、こんなツイートを見かけたんですが

東京駅で「この電車は府中本町ゆきです」と言われた時

1. 常識的な感覚で想像するイメージ(一例)↓

2. 現実↓

今日は、こういう「感覚」と「現実」のギャップを理解し、それを埋める作業って、アフィリエイトでも大事だよねって話です。

特に

「アフィリエイトにかなりの時間や労力を割いているはずなんだけど、いっこうに成果に繋がってこない」

っていう人は


  • 「常識的な感覚で想像するイメージ」
  • 「現実」

  • このギャップがちゃんと埋まらず、解くべき解が解けていない。

    そんな落とし穴にハマっているケースが多かったりします(ちょっと前の自分がまさにそうだったんですが…

    例えば

    「SEOでもSNS広告でもPPCでも、アクセスはわりと集めることができているはずなのに、全く成約につながらない」

    と言われた時(もっと具体的に言えば「アクセスは100人集まっているのに成約がゼロ件だった時」

    多くの人が

    「常識的な感覚で想像するイメージ」

    っていうのは、100人が自分のサイトに訪れたとすれば…

    …まさにこんな感じだと思います。

    こういう「常識的な感覚で想像するイメージ」がベースにあると


  • 「どうして100人の人が記事を読んでくれてるのに成約につながらないんだろう」
  • 「きっと自分が書いている記事の“内容”が悪いんだ」
  • 「どうしたら、もっと多くの人を成約させる記事になるんだろう?」
  • 「コンテンツの過不足を見極めて、内容を削ってみたり、追加したりしてみよう」

  • こういったPDCAを回そうとするはずで

    ついつい記事(コンテンツ)の内容をいじったり、こねくり回したりして

    「全く成約につながらない」っていう課題を、どうにか解決しようとしがちです。

    でも、これはまさに

    「常識的な感覚で想像するイメージ」と「現実」とのギャップがちゃんと埋まらず、解くべき解が解けていない典型的なパターン

    だったりします。

    というのも、

    「アクセスは100人集まっているのに成約がゼロ件だった時」

    と言われた時の現実って(もちろんケースバイケースではあるんですが)、多くの場合…

    …こういう感じがリアル(現実)だったりします。

    「常識的な感覚で想像するイメージ」だと、ついついアクセスとして集まっている100人全てが、“コンテンツをしっかり読んでくれている”っていう前提で話を進めちゃいがちなんですが

    「現実」は、そもそも“コンテンツが読まれていない”。

    ちょっと香ばしい言い方を使えば、いわゆる「Not read(読まれない)の壁を超えることが出来てない」ことにボトルネックがあったりします。

    実際、アフィリエイトに限らず、成約につなげる記事やコンテンツっていうのは

    コンテンツを読ませることさえできれば、よっぽどヒドい内容じゃないかぎり一定数は成約につながるケースがほとんど。

    だから、アクセスが集まっているのに成約につながらない理由のほぼ7〜8割を占めるのは

    記事の内容うんぬんの前に「読まれていない」ことだったりします。

    ※実際、Ptengineとか、いわゆるヒートマップ系のツールや、クリック率を計測できる解析ツールを入れたりしてみると

    いかに自分のコンテンツが「読まれていないのか」が可視化できて、もれなく凹みます。笑

    参考:ヒートマップによるUI改善術:第6回 インテリアショップECサイト

    オフラインの営業マンでたとえるなら

    商談さえできれば一定の割合でクロージングはできるんだけど、そもそもその前段階で門前払いをくらってしまっている。

    営業の成果が出ないのは「商談という土俵にすらあがることができないこと」がボトルネックだったりする

    みたいな。

    だから、この場合、


  • 「どうして100人の人が記事を読んでくれてるのに成約につながらないんだろう」
  • 「きっと自分が書いている記事の“内容”が悪いんだ」
  • 「どうしたら、もっと多くの人を成約させる記事になるんだろう?」
  • 「コンテンツの過不足を見極めて、内容を削ってみたり、追加したりしてみよう」

  • こういうアプローチよりもむしろ


  • 「どうしたら100人のうち、一人でも多くの人に読まれる記事(コンテンツ)になるだろうか?」
  • 「どうしたら、そもそもの前提としてNot read(読まれない)の壁を超えることができるだろうか?」

  • こういうアプローチのほうが、成果に直結しやすく

    いわゆる最優先に解決するべき「本当に解くべき解」

    だったりします。


  • ヘッダーとかファーストビューの部分いじってみたり
  • 導入部分の文章をいじってみたり
  • ファーストビュー表示されるまでが重たすぎるので、ページの読み込みをもっと軽くしてみたり
  • 広告やサイト内からの誘導の仕方を変えてみたり
  • コンテンツの語り手を変えてみたり
  • サイト全体の雰囲気や印象を変えるためにデザイン変えてみたり
  • そもそもコンテンツの形式を変えてみたり

  • などなど。

    そうやって試行錯誤して

    「とりあえず、コンテンツは読まれている」

    っていう状況を作り出すことができて初めて、次のステップとしてコンテンツの内容が重要になってくる。

    「(戦略レベルの試行錯誤で)とりあえず、読まれる状況を作り出すことが出来た」

    「じゃあ、今度は(戦術レベルの部分で)もっと多くの人に商品やサービスを買ってもらうためには、どんな記事やコンテンツにすれば良いだろうか?」

    っていう順番で、改善を行ったり、PDCAを回していくアプローチが有効になるんだと思います。

    だいぶ前に、こんなツイートしましたが、

    もし、アフィリエイトで成約する記事(コンテンツ)を作りたいと思うなら

    CVRのカンマ数パーセントを上げるために戦術レベルの部分で、そもそも読まれていない記事やコンテンツの内容をこねくり回すのではなく

    (…いや、もちろんそれも大事だけど)、それ以上にその前段階の戦略部分で

    「いかにNot read(読まれない)の壁を超えて、記事やコンテンツを全て読んでもらえる前提条件や状況を作り出すことができるか?」

    という戦略部分こそ、ほんとうに試行錯誤したり、PDCAまわす価値があるよねっていう話です。

    だから、この「府中本町ゆきの電車の話」、実はすごい大事なことを言っていると思います。

    …そして、ここまでブログを読んじゃったっていうことは、実はこのブログにも

    「Not read(読まれない)の壁を超える」ヒント

    が色々と散りばめられているっていうオチです。

    おわり。

    Twitterやってます

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