Content arbitrage
9th Street Media
Improving conversion performance across content arbitrage campaigns
Growthmodo worked with 9th Street Media on improving conversion performance within content arbitrage campaigns.
Content arbitrage is particularly sensitive to conversion efficiency because traffic is being acquired at a cost. The business is constantly balancing what it pays to acquire visitors against the value those visitors ultimately create.
That means the post click experience is not a secondary consideration. It is part of the campaign economics.
The challenge
When a content arbitrage campaign is already receiving traffic, simply increasing spend does not necessarily solve the underlying problem. If the landing experience is inefficient, additional traffic can simply magnify that inefficiency.
The opportunity was to examine what happened after the visitor arrived. Did the content maintain attention? Was the page structured in a way that encouraged progression? Were conversion opportunities positioned naturally? Did the visitor understand what action to take? Was unnecessary friction reducing the commercial value of the traffic?
In content driven acquisition models, these small decisions can influence whether a campaign remains commercially viable as it scales.
What Growthmodo did
01
Content flow
We looked at how users moved through the content and whether the page created enough momentum to keep them engaged. The order of information matters. Visitors should receive the right amount of context before being asked to take the next action.
02
Page structure
The landing experience was reviewed section by section. We identified where the structure could be improved to better support user progression and reduce drop off.
03
Conversion opportunities
Calls to action were reviewed based on timing, relevance and placement. The intention was not to make the page more aggressive. The intention was to ensure that interested visitors always had a clear path forward.
04
User progression
We assessed whether the visitor journey made sense from beginning to end. Each section needed to support the next step rather than function as isolated content.
05
Conversion friction
We looked for points where the user might hesitate, become confused or leave the experience. These issues can come from messaging, layout, excessive complexity or simply asking for an action too early.
06
CRO as an ongoing process
The engagement was approached as conversion optimization rather than a one time design project. The purpose was to improve the commercial performance of the existing traffic journey.
The outcome
The work helped 9th Street Media improve conversion performance within the content arbitrage campaigns we worked on. We are not publishing fabricated percentages or financial outcomes.
What we can accurately say is that the conversion focused changes improved the effectiveness of the post click experience.
For a content arbitrage business, that matters because campaign performance is determined by more than just the cost of acquiring traffic. The value created after the click is equally important. If the same traffic can produce more conversions, the economics of the acquisition model become stronger.
This is one of the reasons Growthmodo focuses so heavily on the post click layer. Businesses often spend enormous amounts of time optimizing audiences, bids, creatives and media buying. Those things matter. But once someone clicks the ad, another optimization problem begins. That is the part Growthmodo works on.
You can keep improving the traffic you buy, but you should also improve what every visitor experiences after they arrive.