Whether you’re an e-commerce store or a local plumbing company, your website is one of the most important connections between you and your potential customers. So, ensuring that you’re doing as much as you can to make your website as appealing and persuasive as possible is an essential component of success. With that said, it can be difficult to determine what customers are looking for, especially when it comes to web page composition and, of course, content creation.
So, with the assistance of conversion-focused web designers, Pixelstorm, we are looking into what you can do to optimise your on-page content for increased conversions.
Conversion Rate Optimization
This issue is no more prevalent than in conversion rate optimisation (CRO), which is a system for increasing the likelihood that visitors to your website will want to become customers. For those that are using pad advertisements or PPC (pay-per-click) marketing, you are likely paying for a large portion of the visitors you receive, so giving yourself the best chance at making sales is very important to your ROI.
How Does This Relate To Content?
While there are many techniques that go into good CRO, such as ensuring proper functionality and using appealing design templates that fit your brand, content is generally considered to be one of the most important factors in influencing potential customers. This leaves businesses with a lot to consider when writing their content, as a solid sales pitch doesn’t necessarily equate to higher conversions.
Information density is, in short, the amount of information that can be viewed from a user-perspective. While there is much deliberation about how much content is ideal for a page, both from a design perspective and in regard to Search Engine Optimisation, the base consensus is that a balance must be found between information and usability.
Today, we will be discussing the importance of information density when looking to boost your conversion rate, whilst also offering some advice for those that are looking to get more out of their online presence.
Keep Things Simple – What Does This Involve?
When developing content for your pages, it’s vital that you remember who you are trying to influence: People. While you may feel that the intricacies of your product or service are a vital part of your sales pitch, thick walls of technical writing is going to deter a large portion of your visitors who either don’t have time to or are intimidated by, trying to understand what you are trying to promote. With that said, keeping things user-friendly doesn’t mean dumbing down your information, it just means breaking your content into easy-to-read sections.
How Do You Go About It?
[pullquote]Reading through any highly-popular blog, you will see that the vast majority utilize short, concise paragraphs, with each chunk of content only encapsulating 2-4 sentences each.[/pullquote] The best example of this is blogging juggernaut Buzzfeed, who rarely use more than two sentences per-content block. While you don’t necessarily have to get that minimal, keeping this in mind will allow you to connect with the widest audience.
For the best results, working with a professional web developer will allow you to create content alongside the design of your website, ensuring that nothing looks out of place from an aesthetic perspective. A web developer should also be able to build your page layouts in a way that compliments your content choices, as opposed to inhibiting them.
With so many companies online offering services comparable to your own, it won’t take long for customers to look elsewhere if they can’t find the information they need quickly and easily. So, to avoid new visitors being overwhelmed by a wall of data and sales pitches, you should place only the most relevant consumer details at the top of each page, with more specific service information further down the page.
What Can I Do To Improve?
At first glance, a visitor should be able to understand and digest the information put in front of them, as this is likely the level of concentration that will be put into your copy before making a decision. So, when putting together your content, think:
“Would this information be enough to convert a hesitant user into a customer?”
If the answer is no, then the next step is to perform a content review, bringing more alluring information to the forefront and pushing additional content onto lower areas of the page.
As stated earlier, this is a fantastic opportunity to work alongside your web developer, as they can make changes to the page’s layout which will better compliment your formatting changes. They can also set up accordion interfaces, dropdown modules which allow users to exclusively see additional information at their discretion. This method also offers the benefit of decluttering your page, allowing you to store information in easily-navigable packages.
If you are unsure whether or not your pages are successful in maintaining the interest of readers, the best place to start is your website’s analytics. A high Bounce Rate (the percentage of users that leave your site after viewing only a single page) is a good indicator that something is pushing viewers away. Another piece of data that should be considered is Session Duration, which will allow you to see how long the average user is lingering on your page before clicking away.
While there may not be a consensus on how much information is too much, taking these factors into consideration are sure to benefit the user experience of your website. So, work with your web developer to utilize content in a way that draws in potential customers, as opposed to leaving them flustered. Good luck!
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