Why More Is More When It Comes to Web Content

January 23, 2012 at 8:52 am | Posted in Uncategorized | 2 Comments
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There’s been a lot of buzz lately about how less is more when it comes to web content. Well I’m here to tell you, less is not more. Less is less. Less means you have one message to present to your entire target market, no matter how segmented and diverse it happens to be. Less means you’ve narrowed your focus to the extent that you’re likely alienating a large percentage of the visitors to your website.

www.relevantor.com

Am I suggesting that you cram your landing pages with large amounts of dense content? Absolutely not. We all know that doing so is a recipe for high bounce rates. No, what I’m suggesting is that you create specific and targeted content for each of the distinct segments of your market, and then present them with only the content that’s most relevant to them.  Intrigued? Here are a few simple strategies for making the most out of more web content:

  • Identify key distinctions amongst your visitors.

Gather the data you have on the types of visitors who are frequenting your web site. What referral sites are they coming from? What other sites have they visited prior to landing on your homepage? What is their geographical location? What times during the day are they visiting? All of this information can help you paint a picture—or pictures, as it were—of the different kinds of people who are coming to your site each day. From there, you can determine what they’re looking for and present it to them immediately and right on the home page. Translation—you need to have more web content so that you can choose which content is most appropriate for the individual visitor. Is that possible? Yep.  Find out more about how it works here.

  • Have your A/B cake and eat it too.

Traditional web marketing has taught us to A/B test our visitors, find out whether A or B works best on the majority of people, and then choose one of the two versions to use on everybody. Until recently, that was the best (and only) option. Not anymore. Now, you can A/B test your visitors, and instead of having to choose between A or B, you can present version A to the visitors who prefer it and use B for those who respond better to B. The results? Everyone’s happy, and your increased conversions are proof.

  • Start small.

The idea of presenting different versions of your web content to every visitor can seem overwhelming, especially if you have a ton of visitors.  Instead of trying to create custom content for every segment of your market all at once, start small by identifying the most populous segments of your audience, create diversified content for them, and work your way up. Before you know it, each of your web visitors will come away from your site feeling as if they’ve had a truly personalized experience, and you’ll see the fruits of your labor in the form of decreased bounce and abandonment rates and increased conversions.

  • Use the right tools.

Got plenty of content to choose from? Great! The next step is to find a way to present precisely the right content to the right person at the right time. That’s what marketing is all about—presenting the perfect pitch at the exact moment when the customer is ready to buy. So, how do you go about doing that? You find the right tool for the job, that’s how. Look for a content optimization service with the technology to present relevant content to each of your online visitors instantly, and make sure that it works with the existing content on your site without slowing it down or interrupting its functionality.

If you’d like to find out if Relevantor’s content optimization service is right for you and your organization, take a minute to learn more about our service or sign up for a demo now.


Efi Rodik
Co-Founder & CEO
Relevantor LLC
www.relevantor.com

2 Comments »

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  1. […] the fluff. Don’t worry, I’m not suggesting you create less content—contrary to popular belief, less is not more when it comes to web content. What I am suggesting, however, is that you figure out what your web visitor is looking for, and […]

  2. […] Let’s start this post with a word from Captain Obvious, shall we? Ready? Here goes. Men and women are different. Shocking, I know. If you ask any random person on the street to list some differences between guys and gals, you’d surely get an earful. We could rattle off a dozen such differences without batting an eyelash, so why is it that digital marketers are still, by and large, treating both genders to the same one-size-fits-all content? […]


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