A few stats:
- “50 percent of potential website sales are lost due to the fact that visitors cannot locate the content that they need.” (Source: OMMA)
- “79 percent of Web users scan rather than read.” (Source: The Pew)
- The typical web surfer spends an average of just 56 seconds on a website and completes about 4 actions. A key element of site conversion is to make a website as relevant as possible and make the call-to-action super-clear.
- You have about 3 seconds to get a visitor's attention and keep them on a page before they "bail".
I love to read Jakob Nielsen's research
on web utilization. Since the 1990's he has produced more valuable research, backed up by actual data, on how visitors to websites respond to web pages. He has been beating the "50% copy drum" from the time he began producing web research. He is probably best know for the "F-map" that shows that web browsers read web pages in an F-pattern, scanning the page for keywords and calls-to-action and largely ignore the rest of the content on a page.
We all feel the need to *tell our story* on the web. But do our visitors really care? If you're running an e-Comm site, you need to know how quickly you can lose a sale by not getting right to the point and using less copy to deliver your message.
So put your web copy on a diet:
Use strong keyword phrases. Do some research on how and what visitors are searching for on your site and adjust your copy accordingly. This isn't rocket science (though it doesn't hurt to have a thermal imaging eye-tracker thingy).
About Tim Staney
has more than ten years (since 1997) of web development experience building enterprise-grade web applications for Fortune 500, small business and not-for-profit enterprises across the United States and Canada over a wide-range of industries. Tim specializes in information architecture, content management with a keen focus on user experience, and social media integration. Tim Staney
is a resident of St. Petersburg, Florida and active member of his community. Staney
regularly presents to professional and community groups, speaking on social media, social marketing, web content management and web strategy.
Tim Staney is a member of the American Marketing Association and <uwebd />, University Web Developers as well as the St. Peter's Episcopal Cathedral Communications Task Force. Tim is the Web Content Manager at St. Petersburg College working for the Marketing and Public Information department managing content in the college's Ektron content management system. Tim also teaches courses like Social Marketing for Small Buisness and Designing Effective Websites for St. Petersburg College's Learn to Earn program.
Except where otherwise attributed, the statements, thoughts, views and beliefs in this blog post are solely those of the author.