The Nielsen Norman Group - user experience researchers - recently released their latest report on how people read online. It builds on work going back as far as 1997 - about a century in internet-years. (Internet-years work like dog-years: 1 internet-year = 4 human years.)
One finding jumped out at me:
- Even though the internet is infinitely more ubiquitous now.
- Even though we've had a generation grow up with Google.
- Even though 2-year olds have iPads
The way people read websites hasn't changed. To quote ...
People are not likely to read your content completely or linearly. They just want to pick out the information that is most pertinent to their current needs. We can design content that supports scanning by:
Using clear, noticeable headings and subheadings to break up content and label sections so that people can scan to find only what they’re most interested in
Placing information up front (in other words, “front-loading”) in the structure of our content, as well as in subheadings and links, to allow people to understand the message quickly while scanning
Employing formatting techniques like bulleted lists and bold text to allow the eye to focus on the most important information
Using plain language to keep content concise and clear
The report is here. It's well worth a read if you have a website.
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Amy Hoy wrote a brilliant article titled 6 Critical Mistakes You're Making with Your Landing Page. She makes a really interesting observation which resonated with me: Landing page design is actually a usability exercise.
Don't make it difficult for your customers to contact you. Businesses with the smoothest processes will attract (and keep) the best customers.
If your enquiry form asks for much more than contact details you're losing qualified sales leads. Read on to learn why...
Here’s a quick tip for improving landing page speed. As you know, nobody likes a slow website. Load speed is strongly correlated with the conversion rate: Fast website = more leads.
How long should your landing page be? The answer isn't a number.
Even though the internet is infinitely more ubiquitous now. Even though we've had a generation grow up with Google. Even though 2-year olds have iPads
. The way people read websites hasn't changed...
Here's how I doubled the conversion rate on some Google Ads lead generation landing pages by improving visitor's motivation.
Improving page speed helps improve landing page experience. Google's guidance is broad, not specific. That makes it hard to know what to do. Google does provide one specific set of instructions, following these will improve landing page experience and boost conversion rates.
If you’re anything like me, starting is the hardest part of writing. It's like I'm staring at the screen waiting for someone to unblock the idea pipe.
That struggle is over.
Here's a small tweak to the contact form on your website that'll make it easier for people to complete it. Adding autocomplete to your form fields is one of those 1% kaizen improvements. They all add up.
You get the highest conversion rates from landing pages that concentrate on convincing visitors to do just one thing. Offer visitors too many choices and they bounce. But what if there are two equally good things your visitor could do?
Read on to learn how your website could be sabotaging your advertising. And, what you can do to get more leads from your the clicks you've already paid for.
This is a quote from Write Useful Books by Rob Fitzpatrick. His advice is perfect for lead-generation landing pages.
I took on an account with no useful conversion data. Here's how I started tracking calls, forms and live chat accurately.
The number of website enquiries you get is going to fall off a cliff after 24th of October if your website doesn't use HTTPS. After the 24th of October 2017, Google Chrome will warn people that web pages with forms are insecure unless they’re served over HTTPS. Here's how to fix this.
It’s not to convince someone to buy from you, establish trust, build your brand or educate your customer. Those things are important but they're not the first job. The first job is ...