Enhance the content of your website / Amcham Slovakia

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22. 09. 2011

Enhance the Content of Your Website

Roman.Fordiná[email protected]

Jakub.Ondruš[email protected]

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Content Importance

>95% Companies produce content for webpage in-house

What about tools and processes?

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Content ImportanceContent is any information that is being distributed to our visitors.

Text, Pictures, Multimedia, eForms, ... What's the goal?

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Content Importance

Make Businessthrough actionor transformation.

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Page impressions by Content type (on typical webpage)

71%

26%

3% Unique contentOther contentWithout content

Do visitors become readers?

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How to Enhance the Content?

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How-to Enhance the Content

Is the right information delivered?

;-)

● Understanding goalsaction, transformation

● Understanding the value of Content● Understanding the process of

creation

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Create Enhance

Define your goals

TESTIdea

Goal is any kind of step to success- Fill out the contact form- Add product to a basket- Click on a banner- Download product datasheet

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Measure your goals

e.g.: Google Analytics

Every page can be set as a target

Every button click or user action can be recorded

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Measure your goals – example of A/B testing

A BA/B Testing is a simple method, that enables you to present different content to 2 random groups of visitors

+80% clicks

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The Value of Content

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Visitors Attention vs. Absolute Scrolling Reach

0px 500px 1000px 1500px 2000px 2500px 3000px 3500px 4000px 4500px 5000px0

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3000px 4000px 5000pxAbsolute Scrolling Reach (pixels)

Vis

itor

Att

entio

n (s

econ

ds)

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Visitors Attention

91% pages require more than 1 scroll for a given user

Only 22% of scrollable pages gets read completely (to the end) – length does not matter

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat.

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident, sunt in culpa qui officia deserunt mollit anim id est laborum.


Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco laboris nisi ut aliquip ex ea commodo consequat. Duis aute irure dolor in reprehenderit in voluptate velit esse cillum dolore eu fugiat nulla pariatur. Excepteur sint occaecat cupidatat non proident,.



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Visitors AttentionAbstract

Main text body

Conclusion/Summary

Put the most important messages in abstract and summary





Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut enim ad minim veniam, quis nostrud exercitation ullamco.

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Visitors Attention – Optimum TEXT size

Text size is important for better readability

~14-16px font size~12 words / line

Optimum line length is a resultof psychological and semantic analyses.


Sed ut perspiciatis unde omnis iste natus error sit voluptatem accusantium doloremque laudantium, totam rem aperiam, eaque ipsa quae ab illo inventore veritatis et quasi architecto beatae vitae dicta sunt explicabo. Nemo enim ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit, sed quia consequuntur magni dolores eos qui ratione voluptatem sequi nesciunt. Neque porro quisquam est, qui dolorem ipsum quia dolor sit amet, consectetur, adipisci velit, sed quia non numquam eius modi tempora incidunt ut labore et dolore magnam aliquam quaerat voluptatem. Ut enim ad minima veniam, quis nostrum exercitationem ullam corporis suscipit laboriosam, nisi ut aliquid ex ea commodi consequatur? Quis autem vel eum iure reprehenderit qui in ea voluptate velit esse quam nihil molestiae consequatur, vel illum qui dolorem eum fugiat quo voluptas nulla pariatur?

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Visitors Attention

Almost 20% world population is „Differently abled“.

The rules of accessibility are rules of readability too!

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Visitors Attention – Optimum TEXT length

Text carrying a single message:

optimum length: 500~700 words.

This keeps the visitorfocused.

Longer tex ~ 2-3 scrolls



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Visitors Attention – Optimal TEXT length

Humans can absorb at most 7 different pieces of information

How much new information do you present in your text?

„The rule of 7“ is universal



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Visitors Attention – Highlight important pieces

Highlight to increase orientation in a long text or in text with too many pieces of information.

Highlight statements, not words!

1 highlight / ~100 words



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Use Pictures!

They increase attraction.

~200ms – 1000ms to memorize 1 pic.

Optimummax ~1-2 picture/scroll

Text without images max 80-90% / scroll

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Optimize Pictures

JPEG max quality 95% (70% for thumbnails)

Fullsize dimensions up to 800x600 pixels to fit screen

File size max 256kbytes (~2s)

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Extend your content – hyperlinks

If there is too much information, divide the content to several sub-pages and connect them with hyperlinks.

Hyperlinks inside text (between paragraphs) are 150% more effective than hyperlinks placed below text..

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Discussions, message boards, forums

The Quality of contributed content can be affected

Create an environment that breeds quality content.

Consider human or automated moderation.

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Discussions, message boards, forums

Prevent visitor dissatisfaction

Make sure message threads are readable

Encourage valuable and on-topic comments

Consider authentication methods

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Use the right tools

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Type your Content

Typical text processor:Microsoft Word (this is overkill)

Free alternatives:OpenOffice.orgAbiWord www.abisource.com

Google Docs

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Process your images

Typical image processor:Adobe Photoshop (overkill)

Free Alternatives:IrfanViewGoogle PicasaGIMP

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Kontakt

Thank you for your Attention!

Comsultia, s.r.o.

Roman FordinálJakub Ondrušek

mobile: +421 905 400 027e-mail: [email protected]: [email protected]

Open questions?- Video on web- Mobile devices- Software tools to process content- User-generated content on the web- How-to test your goals

mailto:[email protected]

Enhance the content of your website / Amcham Slovakia

Technology

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