Posted by Tim Gonzalez-Smith, Manager, Design & Development There are at least 3.3 billion pages of information on the Internet. For brands, this equates to 3.3 billion pages of content to compete with. While this understandably seems overwhelming, the good news is that success isn’t about content volume; it’s about user experience. What makes a brand stand out, fosters incremental visitors and brand loyalty, is optimal user experience. To illustrate, Google is consistently tweaking its algorithms for better user experiences in both paid and organic listings (learn more about Google’s latest updates such as close variant keyword matching and Panda 4.0.) Brands can learn from Google’s continuous updates. Providing better user experiences means always optimizing, testing and implementing learnings. Here at Performics, we call this practice Content Optimization. In my experience as a user experience designer, there are 3 simple and effective practices that brands should continuously leverage to provide the best user experience, and thus driving the most conversions and profit:
- Audit High Traffic, Low Converting Pages: Use page analytics (Performics uses Google Analytics, Site Catalyst, Web Trends, etc.) to identify pages receiving high traffic but low conversions. This should be a reoccurring assessment to address user needs and preference changes. Audit specific landing pages to determine where traffic is dropping off: leverage learnings about your target audience and use this lens to critically assess low converting pages. Identify areas in particular that don’t provide a clear call-to-action, give muddled information or disrupt the user journey and create a plan of action to optimize these pages.
- Identify Top Internal Search Queries: The “search bar” within a brand’s website is not just to provide easy access to information for site users, it should be viewed as a bucket for gathering information to provide better user experiences. It’s a common oversight to ignore the data collected from your internal search bar. However, this data is important because it often highlights missed opportunities and large content gaps. Brands should always be aware of top internal searches and what site pages are served. Ask yourself, is this the best site page we can provide based on the context of the search?
- Provide Mockups, Wireframes and Content Strategy: If, through the first two steps, you can identify areas where content can be optimized, creating visual examples of what the content should look like is the best way to sell your idea and expedite a solution. If you have a great idea for content that will attract more traffic and create more customers, there’s no better way to bring your idea to life than to outline a professional mockup or wireframe. Decision-makers might not be able to visualize your suggested changes but handing them a full-color mockup of exactly what it could look like is sure to pique their interest.
For more info on Performics Content Optimization offerings, please contact us today