Content Optimisation

OK, so you understand what phrases appeal to your audience, but what do you do next?  How can you increase the likelihood of a site visitor to take the action you want?

First of all, it has to be said we won't be covering it all on this site.  There are many books on the topic and we would be delighted to explain more in person, on the phone or by email.  However, there are some basic rules which will massivley help improve your conversion.

How can the I Team help?

• Conversion Consultancy & Training
• Rearrange key page layout
• Copy writing/editing
• Call To Action creation
• Usability studies

Each site has it's own set of challenges; contact us today to see how we would address yours!

Understand Your Web Site Visitor

Research has shown that 68% of all surfers are in research mode.  They are simply not ready to go to the next stage so make sure you have realistic expectations.  Secondly, even if they are in "buying mode" think of them as being:

• Time starved
• Information hungry
• Goal orientated

How to dramatically improve your conversion

Change the text!

No single action will result in improved results, but a proven technique was first recorded by Jakob Nielson.  He demonstrated that by making your content:

• Concise
• Scannable
• & Objective

you can increase "satisfaction" against key criteria by up to 124%.

Chase the question mark!

Steve Krug, a Usability guru from the states teaches us to hate the question mark.  In studies, he found that so long as the clicks were completely unambiguous and clear, visitors were happy to click almost continually to get to the information they want.  If the clicks are unambiguous, the site visitor simply doesn't notice they are doing it.  However, if they have to stop an think "Where do I go next?" the pattern is lost and they, typically, look elsewhere.