For the last week of November, our content collective will be featuring several videos from marketingexperiments.com. When it comes to marketing there are many theories concerning the best way to achieve results. However, the most effective strategies usually have positive outcomes to support them.
Marketingexperiments.com tests various theories in the industry and shares their findings, which makes them a useful resource for fine-tuning your website or marketing plan. For this piece we are going to focus on the length of your copy, missing copy and category pages on your website.
How discovering the optimal length of a webpage produced a 220 % increase in conversion
The length, organization and type of copy used on a webpage can all impact the conversion rates achieved on a specific page as well as the website as a whole. In the tests performed by marketingexperiments.com, there was an attempt to determine the impact that copy length has on conversion rates.
The results of their tests revealed that conversion rates had a tendency to increase as the page length decreased. However, in some cases short copy did not outperform the long copy. These results varied according the purpose of the website and the action that was required from the users. In almost all cases, it was found to be necessary to determine the reasoning behind user interaction in order to provide the ideal copy length and organization.
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How adding the right paragraph generated a 36% lift
In addition to the length and format of your website copy, the content that makes up your copy is also essential. This is where the concept of missing copy is examined. In order to motivate visitors on your website to take action there must be several elements incorporated into your content.
These factors are necessary to inspire customer action by transforming their need into desire and include relevance, importance and urgency. The offer you are making will only result in action if it relevant to the customer’s situation. This relevance can consist of internal elements, such as interests and habits, or external elements like seasonality and limited time offers. By explaining the value of a product you will be connecting it to the consumer’s needs.
The importance of the product to the consumer’s livelihood and the urgency related to the offer also need to be incorporated into effective copy. When all three elements are tied into your web copy you will have placed yourself in the customer’s mindset and provided them with a solution to their problem.
Recent research reveals design changes that led to a 61.2% increase in product purchases
When these pages are difficult to scan and do not easily relay critical information it can impede conversion rates. If category pages are constructed with flowing information that maintains the forward momentum of the visitor it will enhance their shopping experience and allow them to narrow their search to specific products.
In this marketingexperiments.com video, you will learn how to address visitor motivation with the design of your category pages. Recognizing that the purpose of category pages is to help customers examine and sort through their options is necessary in order to provide something usable to visitors. This can help you determine why the design of one category page will outperform another and establish an optimal flow for your pages.