ec Newsletter #55
Greetings from a sunny Gisborne and welcome to a new EC Newsletter.
What are your customers referred digital styles
Once people have arrived at your web site – it makes sense to then maximise the information that they receive while they are there.
Looking at your “Bounce Rate” and the “Time on Site” in your Google analytics will tell you if you have a problem with people arriving but not fully engaging with your web site.
If your “bounce rate” is higher then say 60 – 70% that means that many visitors are arriving at your web site and then “bouncing” straight out.
There can be several reasons for this – and I’ll cover more in other newsletters but today we’ll look at the amount and format of your content.
If the “time on site” is around 1 minute or less then that means that people are not finding reason to stick around and interact with your content – this could be because the content is not offered in their preferred digital style.
Everyone has a “preferred digital style” of interacting with digital information (web pages, videos, audio and interactive games & applications).
We build up our own preferred style over time by comparing the many web pages that we visit – each new web page is validated on “how easy it is to use” and “how useful has been for me” by comparing it to every other web page we have visited.
If people find information in their preferred style of reading digital information then they will stay and read it – if it is only offered in a single style that doesn’t suit them – then they could quickly leave without reading much of your web site.
Having people visit the web site and fully engage with the site means that they are more likely to act on the “calls to action” that we have arranged on the web site – so that means getting better results for your web site.
The digital styles fall into three main categories: -
1) The Executive Briefing Style – This is content arranged in bullet points – normally somewhere near the very top of the document and allows this style or person to make a quick decision about the information and if it is for them.
They typically dislike having to read large blocks of text so too much visible text will turn this person away fast.
2) The Newspaper reader – This is content arranged with clear headings and not too much text for each heading. Small “bite size” paragraphs that may contain some more “drill-down” options for further reading on the same topic.
They typically dislike not having enough information for them to form an opinion on – so do like the option of reading further
3) The Novel Reader – This person loves reading and will often read your entire web site from end to end. They get upset if there is not enough content to satisfy them – so for this type of visitor there in no such thing as “too much content” on your web site.
The ideal page layout would be to have the bullet point list at the top of the page and “above the fold” in your web browser and this would point to “more information” down the page.
In doing this each extreme of the preferred digital style is satisfied – and also makes for great search engine bait optimised pages.
There could also be “see also” links at the side of the page or at various places within the page contents.
People also react differently when there are images on a web site – some like lots of images to get the “picture” of the content into their thoughts while others respond better to “video” content – so ideally you would also have content in the web site in these formats too – not just text.
Be aware of the connection speed of your potential visitors though – always have large videos or photos available as “opt-in” rather then just pushing them straight to a person visiting.
In this way you let them decide to click the link to view the large photo or to start to stream the video – which they may not do if they are on a sloe connection or mobile device.
Let us know if you’d like us to review your web site statistics and make suggestions on how to better organise your content on your web site.
Google Font Previewer
In the old days – that is up until about 2 months ago – there was only one way to use any special font that you wanted on your web pages.
As web browsers only displayed the fonts that you have installed on your computer we used to have to use an image or use Flash or DHTML to display a “non-standard” font in a web page – but not any more thanks to Google.
Using the Google Font Previewer is easy to create some great text styles for use in your web pages – and it works well with the EC Toolset.
The text that you format remains as text – and os becomes available to use for search engine bait – which wasn’t the option if you used Flash or an image to display the text.
See the internal page headings for a recent web site that we have done here:- http://www.emeraldhotel.co.nz/
Have you seen the E-C Help section lately...?
It is available at www.ectoolset.com/help/
We've also archived these newsletters at www.ectoolset.com/news/
That's it for now - please do let us know what you think of the newsletter - and of the ec toolset and thanks for your business...!
Cheers and thanks again