In The Lab

Research and Insights on Digital Marketing, Conversion Optimization, Growth Hacking and SEO

Content Analytics Metrics, What to Track and What to Ignore Metrics Important to Content AnalyticsContent Analytics

Content Analytics Metrics, What to Track and What to Ignore

Most content reports are full of numbers... Traffic. Pageviews. Rankings. Engagement time. Clicks. Scroll depth. Conversions. Bounce rates. Impressions. Assisted conversions. Social shares. Backlinks. All of those numbers can be useful. They can also become noise. The problem with many content analytics reports is not that they lack data. The…
John Paul Mains
May 22, 2026
Is AI Stealing Your Customers? Stop AI From Stealing Your CustomersAI

Is AI Stealing Your Customers?

For many companies, something feels different right now. Organic traffic is less predictable. Educational pages that once introduced buyers to your expertise no longer play the same role. Sales conversations begin further along, often with assumptions that came from somewhere else. It is easy to blame AI for stealing our…
John Paul Mains
December 15, 2025
What is Living Content? What Is Living Content?Living Content

What is Living Content?

You hit publish. It ranks. It gets shared. It even converts. But then… the numbers slip. The clicks slow. Engagement drops. Google quietly demotes it. The post fades into the pile of “used to work.” That’s not a mystery. That’s content decay — and it’s happening to almost everything you’ve…
John Paul Mains
October 14, 2025
Creating a Landing Page Header that Converts Visitors into Customers Webpage Header Engagement Optimizationuser behaviorvisitor engagementWeb Strategy

Creating a Landing Page Header that Converts Visitors into Customers

Of course, we are not talking about improving headers in Soccer, but your landing page header that a visitor sees when they first enter your site. We've talked extensively about how important the Grunt Test is here at Click Laboratory and on our social channels for improving the odds of…
John Paul Mains
December 1, 2023
SEO Conversions and the 4 Steps to Convert Google Visitors Into Customers SEOLanding Page Optimizationseo audit

SEO Conversions and the 4 Steps to Convert Google Visitors Into Customers

Today, I’m going to talk about combining two of my favorite topics, SEO and conversion optimization, to drive more online sales. We all know that simply building a website isn’t enough. You have to drive traffic to your site and ranking well in search engines is a big part of…
John Paul Mains
October 31, 2023
Decoding Engagement Rate for Websites: Why It’s More Important Than You Think Engagement Rate Optimization

Decoding Engagement Rate for Websites: Why It’s More Important Than You Think

Engagement Rate (ER) is a term frequently tossed around in digital marketing circles because of GA4. While most are familiar with common metrics like page views, click-through rates, and bounce rates, understanding the engagement rate's significance can be the key to unlocking the true potential of your website. Let’s dive…
John Paul Mains
September 22, 2023

  • Get started

    This field is for validation purposes and should be left unchanged.
    Name(Required)

  • download-now
    Step by Step SEO Conversion Checklist

    • This field is for validation purposes and should be left unchanged.

    Easy to Print for Daily Use