People Are Reading Your Content, But Are They Processing It?
Keep Information in Simple, Bite-sized Chunks
It probably goes without saying, but the better people process and understand the offerings on your website, the more likely they are to buy and recommend your brand. If you confuse and inundate them visually and mentally, your conversion rate has a good chance of going down the tubes.
It’s not just because people scan information online that you should keep your content in bite-sized chunks, but because people better process information when it’s in bite-sized chunks.
Ever been in a 2-hour meeting and by the end your note-taking has trailed off and you’re thinking about what you’re going to do next, after the meeting? Same goes for the content on your website, the more people have to take in at one time, the less they are getting from it. And, they just might be missing your most important messages - those centered around the how, what, when, where, and why they should convert.
Split Up and Segment Your Content
If your content requires lengthy discourses, use what’s called progressive discourse. Give people what they want and need, when they want it. In other words, use hyper links to other places on your site that has additional information — don’t slam all the major details in one huge pile of text.
Use hyperlinks also to reduce the amount of thinking required for one particular set of text. Make your main point, and again, use hyperlinks to drive people to another section so they can then think about that.
None of this segmenting will work if you don’t know exactly what people want and need. As the business owner, you probably know your customers pretty well, but do consult with your marketing agency as they may have some insight that you haven’t yet considered.