sclchina.com

It"s About the Page Not the Website

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You probably think of your website as the place that most accurately reflects what you do.
It's somewhere for visitors, if that's the right word, to explore.
 It has a beginning, a middle and an end and you think of it as a large, significant entity.
It's About Pages And Users The way that we think about websites suggests that this kind of approach is wrong.
 Instead, we need to start thinking in terms of pages and visitors as 'users'.
This is because of the way that we arrive at a website.
In most cases it is via a search engine.
You type in a phrase or expression and with a bit of luck land on what you are looking for.
 This means it is the page, not the site that is important.
If the page talks about what is currently going on in your head you will stay.
If not you move on.
The web is just a collection of pages that compete against each other.
The value of what you offer is not based on the quality of your website but on the actual page.
 As a marketer, this is very significant as it means you have to start thinking about pages not websites.
The most successful pages are those that are written for a target user who as already been identified.
The text is not general but based on some clear thinking that reflects the user's wishes, concerns and interests.
This allows them to 'use' the page.
They use the information, the functionality and any other relevant service provided.
 'Visitors' in comparison are only with you for the short term.
They fly in and fly out and tend not to use the site in the way that you want.
 They don't contact you, make a purchase or sign-up to receive something.
Limit The Number Of Choices One of the quickest ways to lose a potential user is to give them a lot of choice when they land on your page.
The higher the number of choices the harder it is to make them choose.
As we are short of time when we search we like speed and simplicity.
Less choices means the user can make a decision more quickly about whether the page is worth staying on or not.
During the Obama/Clinton presidential nomination race, the Obama landing page gave the user just 3 choices:
  • Donate money
  • Register your e-mail and follow the campaign
  • Skip
The Clinton page in comparison had 36 different choices.
Maybe when you are online and in a hurry having less to choose from is good.
The Optimisation Habit In the current economic climate now is a good time to review your pages to see if they are still relevant to the sort of person you want to use them.
 Are you also giving them too many choices? Remember that your users now have a completely different mindset to the one they had six months ago.
Does your copy reflect this? It's doesn't mean major re-writing but it does mean editing headlines and offers to demonstrate that you are aware of what is going on.
Nor does it mean worrying about the whole of your site.
The chances are that 80% of your visitors regularly visit only 20% of your pages.
So follow the 80/20 rule and find out which pages make up the relevant 20%.
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