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February 27, 2013

2013 analytics: which notaries are getting more business?

Carmen and I talked in depth about this issue about nine months ago. And yes, notaries should pay a lot more attention to analytics.

Some notaries are doing a lot better than other notaries on 123notary. But, what are the factors? Has anything changed in the last year since we talked about analytics the last time?

Notaries with excellent notes sections outperform notaries with mediocre notes in comparable positions by double or triple in most cases.

Basically, my new analysis was about notes sections. Notes are our main focus for 2013 by the way. I studied how to write a good notes section, and what makes a notes section good. Several years ago, I studied the difference between having a long notes section and a short one. But, this year the focus was on the QUALITY of the notes section irrespective of size.

I learned that notes sections can be good or bad based on how well they are written (obviously), how well organized they are, and how much relevant content they have. Many notes sections have many words, but not much information that would be interesting to the prospective client. Other notes sections have information that is mildly interesting at the top, while failing to mention compelling reasons why someone should hire them.

The results of my findings were that notaries with quality notes averaged considerably more clicks than those with a poorly written notes section. I categorized several dozen notes sections in various cities by assigning them a letter grade from A to F. The unfortunate part of this study, was that there were hardly any A’s to compare, even fewer B’s, and no F’s near the top of the list. How can I compare clicks from a listing at the top of the search results with a listing left vacuous at the bottom of the list. My other click comparisons were between listings at similar places in various search results. To sum it up, there were very few A’s, F’s were at the bottom of the page, and I was forced to compare C’s and D’s for the most part.

To clarify matters for the reader — an “A” notes section would be well organized, have interesting and informative content, and be well written. B notes might be well written, but have some organizational flaws, or leave out some critical information. C notes might be average, and not more than one or two paragraphs. D notes would be blatantly short and incomplete, while F notes might be completely vacant, or at least short and deeply flawed.

My incomplete results yielded some conclusions: Listings with:
> “A” quality notes got around 50% more clicks than listings with B quality notes.
> “A”quality notes get about double or triple the clicks that listings with C notes get
> “A” quality notes get perhaps quadruple or more clicks than listings with D or F notes get in comparable positions, but there is very little data to support this claim.
> “A” quality notes might get about 10 times the quantity of clicks that a D or F notes listing might get further down the list
> Listings with REVIEWS and poor notes systematically performed better than listings with great notes and no reviews.
> B quality notes did systematically better than C quality notes (around 50% better). C did better than D.
> There was little difference between notes that scored D and F in terms of click performance, although D was about 20% higher on average in clicks — compared to a much higher percentage between A’s and B’s, B’s and C’s, C’s and D’s.

The components that make your listing thrive consist of: Placement, Reviews, Notes, and Certification. Reviews is 30% of the formula, so if you don’t like the idea of asking for a review — please change your likes and dislikes. Notes account for 20% of the performance of your listing. Although not as important as placement or reviews, there is a huge difference between doing a super job and a terrible job in terms of click performance. The irony is that it takes only 20 minutes to write a brilliant notes section. But, the financial rewards can be in the thousands per month simply for investing that 20 minutes in your notes section. Is 20 minutes worth an extra $20,000 per year? That is $1000 per minute! What is your time worth?

Sally and I analyzed many notes sections from some of our best notaries. We were very disappointed that only about 1% of our notaries got an A on their notes section. No notary got an A on their notes thumbnail — which is the top 150 characters that shows up on the search results page (unless I wrote it for them). People decide whether to click on you or not depending on what you write in the first line of your notes — so take it seriously! Less than 1% of the notaries got a B. Most notaries got a C who were in a high or medium position. The notaries in the lower middle and the bottom got dismal scores on their notes.

Why is it that so few notaries ask for help with their notes when their notes affect their whole future? Are they suicidal?

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