|
Content
28 July 2009, 10:26
Writing For Higher Conversions byTim Ash
Writing For Higher Conversions (Part 1)
Changing your approach to writing can often lead to a double-digit increase in conversion rates.
Our company routinely runs large scale landing page optimization tests to improve conversion rates. One of the most common components that we test is the sales copy on the page. We have found that changing your approach to writing can often lead to a double-digit increase in conversion rates.
How Users Read on the Web: They don't.
-- Jakob Nielsen, Web usability expert
What I am going to share with you is a distillation of our hard-earned experience over the course of hundreds of landing page tests. But this is not an article about "persuasive" copywriting, or powerful magic words to use in your headline. Most of the problem with writing for the web lies at a much more fundamental level. There is a giant disconnect between how much we care about our sales copy, and how much our Internet visitors do.
"How users read on the Web: They don't!" Even though these words were written in 1997, they still hold true. Jakob Nielsen's pioneering work in this area has been confirmed by a lot of subsequent research. The vast majority of Internet users do not read a webpage word by word. They scan it and focus on individual words, phrases, or sentences. They are often seeing your company for the first time, and do not know how much trust to place in your information. They are used to being assaulted with promotional messages and will tune out most of your attempts to overtly market to them. They are task-oriented and are on your site to get something specific accomplished.
Most of the adaptations that you need to make to your writing have a single purpose: to reduce the visitor's cognitive load. Instead of being forced to pay attention to how the information is presented, they can devote more focus to getting their intended task accomplished. By getting out of their way, you empower them to be faster, more efficient, and effective. This will lead to higher conversion rates for you, and higher satisfaction for them.
To increase the odds of a favorable outcome you need to consider the following areas of your writing:
* Structure
* Tone
* Format
Let's take a look at each in turn.
Structure
Inverted Pyramid. The preferred structure for most Web writing is the inverted pyramid. It uses the principle of primacy (ordering) to control saliency (importance). In this style of writing, you put your conclusions and key points first. Less important and supporting information should be placed last. This is critical since most readers will choose not to read very far.
Most of this is probably not earth-shaking insight in the world of newspaper writing. Newspaper editors have a similar audience makeup: casual visitors who scan for information that competes for their attention, and consider the source as a transient and disposable resource. Because of this they have developed a very similar model. Headline size and prominent positioning indicate the importance of articles. The lead paragraph summarizes the whole story, and supporting detail is buried further down (or by following text hyperlink jumps to other pages).
Get to the point and let them decide if your content is relevant enough for them to stick around. By writing in this way you maximize the chances that they will come away with the information that you consider most valuable. The same structure should be used for creating online audio or video clips for your site.
Headlines and Page Titles. Remember that the visitor may have arrived from any number of different inbound links and may not have a lot of context about your page. Use clear and prominent headlines and page titles to tell them why each page is important.
One Main Idea Per Paragraph. Make sure that you only have one main idea per paragraph. If you bury a second idea lower in a block of text, it will probably be missed as the reader jumps down to scan the lead-in text of the subsequent paragraph.
The inverted pyramid approach should be used when creating bullet lists or lists of navigational links -- put the important ones on top.
Short Pages. Keep your pages short. This will allow them to be digested in small, bite-sized chunks that correspond to a Web user's attention span. There is evidence to show that significantly shorter text results in higher retention and recall of information, and is more likely to lead to conversion actions. Your page should only contain important information for its topic and level of detail. You can move longer supporting text to other pages, and create links for the dedicated reader.
However, at SiteTuners.com we have run across an occasional exception to the shorter-is-better guideline. Some single-product consumer websites have very long direct response pitch letters that outperform significantly shorter alternatives. They draw the reader in and encourage them to spend a lot of time on the page. After a certain point the visitor's attention investment gets high enough to build momentum toward the conversion action. This is not to say that long sales letter pages cannot be made better. There is definitely a lot of bloat and deadwood on the ones that we routinely test and improve.
In part 2 of this article I will examine tone and format and their contribution to conversion.
To you from
http://www.wilsonweb.com/conversion/ash-writing-for-conversion1.htm
Enjoy
Sincerely, Margarita Nomeikiene
Content
19 July 2009, 19:29
Understanding the Male Brain
The Male Brain: What's Really Going On in There
By Carol Mithers
Is he truly incapable of putting down the toilet seat? Can he really have passionate sex and not even think about calling you again? We go exploring for answers.
The more science learns about how men are different from us (right down to the structure of their brains), the more we find ourselves hoping it will finally explain some age-old mysteries. For instance:
Why do men keep their cars spotless but live like pigs at home—while for women it's the other way around?
According to Simon Baron-Cohen, PhD, author of The Essential Difference: Male and Female Brains and the Truth About Autism, men's neurological wiring tends to make them better at systems, while women are superiorly rigged for empathy. Which could help explain why—although the culture is changing—guys still take such pride in their machines, while women often care more about maintaining a clean home. Another clue comes from a 2007 study (conducted for BMW by a British team that included Oxford psychologists), which found that male drivers actually view their cars as extensions of themselves. Women, whose self-image is tied more directly to their bodies, are likely to think of their vehicles as separate entities, the authors suggest. But because men are less tuned-in to their bodies, they easily project their identity onto an object. If only that object were a sink full of dirty dishes.
Why do men like to watch violent sports, while a good number of women would rather do almost anything else?
The truth is, football has a lot of female fans (44.3 million women watched the 2009 Super Bowl, for example). But guys are drawn to football (and boxing and wrestling) in ways that women aren't. Men tend to be more aggressive, says Lucy L. Brown, PhD, a professor in the departments of neurology and neuroscience at Einstein College of Medicine in New York City. The difference likely involves hormones (like testosterone) and sensitivities to those hormones in parts of the brain such as the hypothalamus—which, in animals, is associated with aggression. Fine, but does he really have to shriek "Kill him!" when the other team's quarterback is about to get sacked? Yes, he does: If you're a guy, watching your team win increases testosterone levels, according to a 1998 study in Physiology & Behavior. Viewing combative sports also helps men identify with traditional ideals of masculinity like domination, risk taking, and competition, explains Douglas Hartmann, PhD, associate professor of sociology at the University of Minnesota. "In fact," he says, "the less physically competitive his daily life is, the more sports can become a means toward achieving those ideals, at least in his mind."
Want more? go there http://ow.ly/hpEA
Enjoy!
Sincerely,
Margarita Nomeikiene
Content
15 July 2009, 20:59
Alive In Joy (Dispelling Drama)
There are scores of people in the world who seem to be magnets for calamity. They live their lives jumping from one difficult to the next, surrounded by unstable individuals. Some believe themselves victims of fate and decry a universe they regard as malevolent. Others view their chaotic circumstances as just punishments for some failing within. Yet, in truth, neither group has been fated or consigned to suffer. They are likely unconsciously drawing drama into their lives, attracting catastrophe through their choices, attitudes, and patterns of thought. Drama, however disastrous, can be exciting and stimulating. But the thrill of pandemonium eventually begins to frustrate the soul and drain the energy of all who embrace it. To halt this process, we must understand the root of our drama addiction, be aware of our reactions, and be willing to accept that a serene, joyful life need not be a boring one.
Many people, so used to living in the dramatic world they create, feel uncomfortable when confronted with the prospect of a lifetime of peace and contentment. The drama in their lives serves multiple purposes. Upset causes excitement, prompting the body to manufacture adrenaline, which produces a pleasurable surge of energy. For those seeking affection in the form of sympathy, drama forms the basis of their identity as a victim. And when drama is familial, many people believe they can avoid abandonment by continuing to play a key role in the established family dynamic. The addiction to drama is fed by the intensity of the feelings evoked during bouts of conflict, periods of uncertainty, and upheaval.
Understanding where the subconscious need for drama stems from is the key to addressing it effectively. Journaling can help you transfer this need from your mind onto a benign piece of paper. After repeated writing sessions, your feelings regarding the mayhem, hurt feelings, and confusion often associated with drama become clear. When you confront your emotional response to drama and the purpose it serves in your life, you can reject it. Each time you consciously choose not to take part in dramatic situations or associate with dramatic people, you create space in your inner being that is filled with a calm and tranquil stillness and becomes an asset in your quest to lead a more centered life.
Enjoy!
Posted to you from http://www.dailyom.com
Sincerely,
Margarita Nomeikiene
[30] [31] [32] [33] [34] [35] [36] [37] [38] [39]
|
|
|
