Visitors must read the content before a website can convert traffic to prospects or customers. Most of the time, they do not.
According to UX expert Jacob Nielsen, the average web page lasts less than a minute, and the average visitor reads only a quarter of the text on a page.
In my experience to manage content for website design projects, companies spend a lot of time learning how to pack tons of information into their sites, but not nearly as much time as visitors to read and act on it.
If someone is not reading your website content, your site needs improvement in one or more content-specific and common website design areas. This article covers the five most important ways you can make your content more readable … so this is not how your readers view your website content.
1. Pop-up ads = high bounce rate
Using pop-up ads is like leaving a huge boulder between the reader and the page he is attempting to read. Pop-ups are the ultimate online distraction and often quickly bounce off visitors.
But do pop-up ads work? Such Encount reports by Maurya Dandia suggest that they do so.
On the other hand, analysis from a marketing professor (who kicks recreationally with particularly obnoxious pop-ups) suggests that pop-ups are bad in theory and universally relaxing. This detailed analysis of Ink sometimes suggests pop-up work, and sometimes does not work.
Obviously, mileage varies with pop-ups. If you are converting well and have no negative perception, keep using them. If, on the other hand, you are not sure about the value of your pop-up, here are some recommendations:
Change pop-ups on the web page with well-designed conversion elements.
Display pop-ups once every 15 to 30 days. This technique prevents advertisements from disturbing regular visitors.
Delay pop-up display for 30 to 60 seconds, giving visitors time to become interested in reading it.
Make sure the pop-up page is relevant to the content. Irrelevant ads confuse unsuspecting visitors and increase the likelihood of an immediate bounce.
The content of the pop-up page is notable. If the information on the page is extremely useful, then visitors can forgive the use of pop-ups.
2. No Responsive Web Design = Lost Sales
Responsive design enables websites to automatically adjust for optimal performance on desktop monitors, tablets, and smartphones. In February 2014, for the first time, smartphones and tablets were used more than PCs to access the Internet. Does anyone doubt that mobile devices will leave PCs in the dust in the coming years?
Today, websites and blogs should be as readable on smartphones as they are on a desktop period. According to a recent study by Aberdeen Group, responsive design websites experienced a 10.9% increase in visitor-to-buyer conversion rates, compared to only 2.7% for non-responsive sites, year-over-year. In. And, according to Google, a mobile-friendly site makes users 67% more likely to buy a product or use the service.
To understand the importance of responsive design, think about restaurants. How many times have you found yourself looking for a restaurant on your smartphone and getting frustrated because you can’t find a link to make a reservation, or are forced to pinch and zoom to read the menu because it Appears in an almost unusable PDF format?
Restaurants with non-responsive sites are losing customers by platefuls – and your business is, or will be, very high. To see a site that uses responsive design well, check out the Outback Steakhouse on your smartphone. Navigation is simple, and the menu is easy to read. No zooming or pinching or squatting is required.
As a side note, Outback’s menus feature voluminous images, which are more palatable than the plain text that viewers typically see on PDF menus.
Remote Steak House
Here are some important content-related recommendations for creating a responsive site:
Keep navigation simple and prominent.
Replace PDF with HTML pages. It would not be a company that spends a ton of money making grand, downloadable PDF brochures that are barely readable on mobile devices.
Strip pages from the mobile version that people are unlikely to see on a smartphone, such as a technical product detail page and investor / shareholder data page.
Keep body text simpler and more compact for older desktop-only days. More on this soon.
3. Slow loading time = visitor forever
Thanks to our smartphone addiction, attention spans are shorter than ever. Slow web page loading time is a statistically recognized conversion killer – people are not going to wait to read your content, no matter how good.