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Pave content pathwaysCreating content pathways that

drive customer conversions

Presented by Paul Randallwww.evosite.co.uk

@paulrandall

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Creating exceptional digitalexperiences for 15 yearsWe have helped hundreds of organisations improve their eCommerce websites and digital products.

Established in 2001

Talented team of 30

Over 250 active clients

700+ web solutions delivered

Multi award winning agency

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Who am I?

● Senior UX Architect at Evosite● 10 year background in web industry● Watched hours of usability studies● Looking out for the customer!

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The objectives of today's talk...By the end of this session, you will be able to:

▪ Drive visitors through your site

▪ Create engaging call to actions

▪ Get more visitors on your lead capture pages

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Let’s begin!

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Definition of a good web page?

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Identifying your weakest pages

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Areas to investigatein analytics

● Landing pages● High traffic & high bounce rates● Exit pages● Checkout dropout

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Heat mapping

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Conduct an online survey

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Usability testing

Observing behaviour and creating a hypothesis

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Can’t we just put a form on every page?

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The sales content funnel

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The sales funnel

Setup(Customer)

Decision(Hot lead)

Consideration(Visitor)

Intent(Warm lead)

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Awareness ▪ The services we provide

▪ What makes us unique

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Consideration ▪ What is right for them?

▪ Benefits of your service

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Intent ▪ Could you save?

▪ Why we’re a better choice

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Decision ▪ Get a quote

▪ Contact us

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Completion ▪ Usually off-site

▪ Transition from web

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Customer journey mapping

Awareness Consideration

Intent Decision Setup Relationship Strengthening

Concern Leave Return

Activities

Motivations

Questions

Barriers

Prospects Customers

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Writing content for the web

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8.25sAverage attention span

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30 timesEmail checked an hour by office workers

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17%Number of pageviews less than four seconds

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49%Percentage of words read on web pages with 111 words or less

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Alice was beginning to get very tired of sitting by her sister on the bank, and of having nothing to do: once or twice she had peeped into the book her sister was reading, but it had no pictures or conversations in it, 'and what is the use of a book,' thought Alice 'without pictures or conversation?'

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28%Percentage of words read on an average web page (593 words)

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Alice was beginning to get very tired of sitting by her sister on the bank, and of having nothing to do: once or twice she had peeped into the book her sister was reading, but it had no pictures or conversations in it, 'and what is the use of a book,' thought Alice 'without pictures or conversation?'

So she was considering in her own mind (as well as she could, for the hot day made her feel very sleepy and stupid), whether the pleasure of making a daisy-chain would be worth the trouble of getting up and picking the daisies, when suddenly a White Rabbit with pink eyes ran close by her.

There was nothing so very remarkable in that; nor did Alice think it so very much out of the way to hear the Rabbit say to itself, 'Oh dear! Oh dear! I shall be late!' (when she thought it over afterwards, it occurred to her that she ought to have wondered at this, but at the time it all seemed quite natural); but when the Rabbit actually took a watch out of its waistcoat-pocket, and looked at it, and then hurried on, Alice started to her feet, for it flashed across her mind that she had never before seen a rabbit with either a waistcoat-pocket, or a watch to take out of it, and burning with curiosity, she ran across the field after it, and fortunately was just in time to see it pop down a large rabbit-hole under the hedge.

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Writing content for the web▪ Be brief

▪ Omit needless words

▪ Headlines should be able to be skimmed

▪ Use bullet points

“Write as little as you can, but as much as you have to”

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Create compelling call to actions

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Good button?

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Good button?

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Stop making forms a chore

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BusinessConsumer

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5 minutes...▪ Look at your forms for

any non-essentials fields

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30 minutes... ▪ Give your website a content audit