Today I came across an interesting article on Habr . Although it has an IT bias, it is nevertheless very useful for understanding…
The problem is this
If you go to almost any website of an online store or company with services, you will encounter content. More precisely, disgusting texts that were written, it seems, by marketers brought up by SEOs.
Of course, you don’t have to do as they did. If you work smart, you will help both your readers in life and yourself in sales.
According to my rough calculations (averaging from a number of positions), conversions for us look like this:
- Just the title and picture – about 1.5%.
- With the description south africa telegram data from the manufacturer – just over 2%.
- With a description from a person who held it in his hands and knows the rules – about 6%.
Below is a story about how we brought
the time on the site from 3 minutes first to 6:40, and then to 20:48. Yes, twenty minutes and forty-eight seconds for the average visitor. An honest average, taking into account bounces and for the full sample.
What hooks us
Watching people in Webvisor (we started using it when it was paid and not from Yandex), the following was quickly established: a person first european leads scans a page, and only then decides whether to read it or not. This is confirmed by a bunch of usability experts, but we needed to experience it ourselves. As a rule, the user first scrolls down 3 to 5 screens and conducts reconnaissance. Afghanistan phone resource For example, this is what the readability diagram of our pages by scroll looks like (the cold area at the bottom is product comments):
This is approximately how a person sees a page
Overall, this is a normal distribution for an online store website.
What is important:
- There is no “first screen” problem – a person scrolls down at least 3 screens.
- You need to draw attention to the page so that the visitor understands that he is interested in it.
- Attention should be attracted not only at the very beginning, but also everywhere on the page – wherever the reader stops, there should be something interesting. Like in a good book in a store – opened in 3-4 places, read a paragraph – and immediately understood that he should take it.
So, a person pays attention to the following reference objects:
- Headlines (this is obvious and clear – so there should be more of them, and they should be bright).
- The first words of bulleted and numbered lists.
- Captions for pictures (this is especially relevant here, by the way – I have seen more than once how a small caption for a picture before the cut dramatically increases the readability of a Habratopic).
- The first words of paragraphs and highlights in the text.
- P.S.
- Sometimes – on the first comment.
So, all this stuff should be interesting. Let’s go point by point.