Enhance the content of your website / Amcham Slovakia

Enhance the Content of Your Website
Roman.Fordinál@comsultia.com
Jakub.Ondrušek@comsultia.com

22. 09. 2011

1

Content Importance
>95% Companies
produce content for
webpage in-house

What about tools and
processes?

2

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

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

3

Content Importance

Make Business
through action
or transformation.

4

Page impressions by Content type (on typical webpage)
3% Unique content
Other content
Without content
26%

Do visitors become
readers?

71%

5

How to Enhance the Content?

6

How-to Enhance the Content
Is the right
● Understanding goals
information
action, transformation
delivered?
● Understanding the value of Content

;-)
● Understanding the process of
creation

7

Define your goals

Idea Create TEST Enhance

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

8

Measure your goals
e.g.: Google Analytics

Every page can be
set as a target

Every button click or
user action can be
recorded

9

Measure your goals – example of A/B testing
A/B Testing is a simple method, that enables you to present different
content to 2 random groups of visitors

A B +80% clicks

10

Visitors Attention vs. Absolute Scrolling Reach
30

25
Visitor Attention (seconds)

20

15

10

5

0
0px 500px 1000px 1500px 2000px 2500px 3000px 3500px 4000px 4500px 5000px
Absolute Scrolling Reach (pixels)
3000px 4000px 5000px

12

Visitors Attention
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
91% pages require more than 1 scroll for
nostrud exercitation ullamco laboris nisi ut aliquip ex
ea commodo consequat. a given user

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

non proident,.

13


Visitors Attention
Lorem ipsum dolor sit amet, consectetur
Abstract
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.

Main text body

Conclusion/Summary

non proident, sunt in culpa qui officia deserunt mollit
Put the most
important messages
anim id est laborum.

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

14

Visitors Attention – Optimum TEXT size

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do
eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut
Text size is important
enim ad minim veniam, quis nostrud exercitation ullamco
laboris nisi ut aliquip ex ea commodo consequat. Duis aute
for better readability
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. ~14-16px font size
Sed ut perspiciatis unde omnis iste natus error sit voluptatem ~12 words / line
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
Optimum line length is a result
quia dolor sit amet, consectetur, adipisci velit, sed quia non of psychological and semantic
numquam eius modi tempora incidunt ut labore et dolore
magnam aliquam quaerat voluptatem. Ut enim ad minima analyses.
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
15 fugiat quo voluptas nulla pariatur?

Visitors Attention

Almost 20% world
population is
„Differently abled“.

The rules of
accessibility are rules
of readability too!

16

Visitors Attention – Optimum TEXT length
Text carrying a single
eiusmod tempor incididunt ut labore et dolore magna aliqua. Ut message:
optimum length:
laborum.
500~700 words.
Sed ut perspiciatis unde omnis iste natus error sit voluptatem
beatae vitae dicta sunt explicabo. Nemo enim ipsam This keeps the visitor
focused.
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
Longer tex ~ 2-3 scrolls

Visitors Attention – Optimal TEXT length

Humans can absorb at
enim ad minim veniam, quis nostrud exercitation ullamco most 7 different
irure dolor in reprehenderit in voluptate velit esse cillum dolore pieces of information
laborum.

Sed ut perspiciatis unde omnis iste natus error sit voluptatem
How much new
information do you
beatae vitae dicta sunt explicabo. Nemo enim ipsam
present in your text?

7
quia dolor sit amet, consectetur, adipisci velit, sed quia non
numquam eius modi tempora incidunt ut labore et dolore „The rule of 7“ is universal
magnam aliquam quaerat voluptatem. Ut enim ad minima

Visitors Attention – Highlight important pieces

Lorem ipsum dolor sit amet, consectetur adipisicing elit, sed do Highlight to increase
orientation in a long
text or in text with too many
proident, sunt in culpa qui officia deserunt mollit anim id est pieces of information.
laborum.

Sed ut perspiciatis unde omnis iste natus error sit
voluptatem accusantium doloremque laudantium, totam
rem aperiam, eaque ipsa quae ab illo inventore veritatis et
Highlight statements,
quasi architecto beatae vitae dicta sunt explicabo. Nemo enim
ipsam voluptatem quia voluptas sit aspernatur aut odit aut fugit,
not words!
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 1 highlight / ~100
dolore magnam aliquam quaerat voluptatem. Ut enim ad
minima veniam, quis nostrum exercitationem ullam
corporis suscipit laboriosam, nisi ut aliquid ex ea commodi
words
consequatur? Quis autem vel eum iure reprehenderit qui in ea
voluptate velit esse quam nihil molestiae consequatur, vel illum
19 qui dolorem eum fugiat quo voluptas nulla pariatur?

Use Pictures!
They increase
attraction.

~200ms – 1000ms
to memorize 1 pic.

Optimum
max ~1-2 picture/scroll

Text without images max 80-90%
/ scroll
20

Optimize Pictures
JPEG max quality 95%
(70% for thumbnails)

Fullsize dimensions up
to 800x600 pixels to fit
screen

File size max
256kbytes (~2s)

21

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..

22

Discussions, message boards, forums
The Quality of
contributed content can
be affected

Create an environment
that breeds quality
content.

Consider human or
automated moderation.

23

Discussions, message boards, forums
Prevent visitor
dissatisfaction

Make sure message
threads are readable

Encourage valuable and
on-topic comments

Consider authentication
methods
24

Type your Content
Typical text processor:
Microsoft Word
(this is overkill)

Free alternatives:
OpenOffice.org
AbiWord www.abisource.com
Google Docs

26

Process your images
Typical image processor:
Adobe Photoshop
(overkill)

Free Alternatives:
IrfanView
Google Picasa
GIMP

27

Kontakt

Thank you for your Attention!

Open questions? Comsultia, s.r.o.
- Video on web
- Mobile devices
Roman Fordinál
- Software tools to process content
- User-generated content on the web Jakub Ondrušek
- How-to test your goals

mobile: +421 905 400 027
e-mail: info@comsultia.com
support: support@comsultia.com
28

Enhance the content of your website / Amcham Slovakia

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