Hello friends, and welcome to this edition of The 20 Percent.
Did you know that 59% of shoppers research online before buying to ensure they are making the best possible choice?
Well, it’s true, but to get to the point, I wanted to illustrate how online content creators utilize statistics to convey credibility and make their stories more substantial.
Why Is Citing Statistics So Prevalent in Online Content?
You may have noticed too that there is a widespread practice of quoting statistics within almost any form of online content. For example, we often cite statistics from Hubspot, Neil Patel, or Think With Google in the online marketing industry.
The truth is, marketers, love using statistics. Be it to increase the conversion rate of a landing page or make a long-form piece of content read more authoritative, there is a plethora of available statistics one Google search away.
There is another more obscure reason, though: Confirmation bias.
You see, online content creators love statistics because when you want to believe something is true, you will let yourself be convinced by evidence that it’s true. Everyone loves data that proves their point.
In science, confirmation bias is something that you want to avoid. But in marketing, it is something you want to exploit.
How to Exploit Confirmation Bias to Grow Your Website
The content market is hungry for statistics. For example, when working from home skyrocketed in the past couple of years, online content creators were scouring the internet for authoritative statistics that prove remote work is the future.
Furthermore, in the age of the internet, invoking authority also means linking out to your sources. And links are a strong website ranking signal.
Thus, websites that offer statistics have a tremendous advantage, and in my experience, tend to accumulate links faster and effortlessly.
How to Get Started With Offering Statistics on Your Website
Now, you may be thinking that doing a scientific study is hard, but rest assured, many of these statistics are first-hand accounts and are similar to offering your opinion for an interview piece.
Here are some ideas on how to create such statistics:
- Did you run a marketing campaign within a specific niche? Share those numbers.
- Did you notice a particular trend within your clients or prospective clients? Try to quantify it.
If this feels challenging, there are a couple more things you can do:
- Idea 1: Create a survey and promote it on Linkedin organically, or use ads to increase your reach.
- Idea 2: Create an aggregator page that collects statistics about a topic from around the internet.
When it comes to offering these statistics on your website, I’ve witnessed two different approaches. Most people use them within their blog content (text, visualization, or infographic formats), but some websites have dedicated pages that offer statistics around a topic.
Ultimately, the approach to follow should be one tailored to your business, but exploiting the confirmation bias of content creators and audiences alike using statistics is something we’ll see more of in the future.