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Excess Voice Newsletter
October 2006, Issue # 116
In this issue:
>> Intro: Trusted Newsletters
>> Review: 73 Ways to Describe a Widget
>> Article: Keep your Web Pages Simple
>> Experiments: Choice vs. Simplicity
>> Survey: What do you dislike most?
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Greetings,
In the previous issue I asked which newsletters you trusted most. I got a fair number of replies, with a few good newsletters mentioned. When I find some spare minutes I’ll list them on a new page on the Excess Voice site and send out the link.
In this issue we have an article about the power of simplicity. That is to say, if you want your web pages to work harder, keep them simple. My suggestions are drawn from my own experience with web page design and writing, and also from the results of some testing we have done at work.
And, as always, please take a few moments to take part in this issue’s survey.
Until next time,
Nick
Nick Usborne
P.S. I have made some changes to the AskNickUsborne.com forum site. You now have complete, no-cost access to all the posts and threads, at any time.
I ask for a small monthly or quarterly fee only if you wish to post in the forum and ask me questions about writing online.
>> Feedback: mailto:nick@excessvoice.com
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REVIEW: 73 Ways to Describe a Widget: Never Be Brain Dead Again When Having to Write Catalog Copy or Sales Material
This is a short but excellent guide to writing product descriptions for product catalogs, web pages and sales brochures.
If you have ever struggled over writing short product descriptions, you will find solid advice and inspiration in this guide.
In particular, if you find yourself doing quite a lot of product description writing, this guide will definitely save you a lot of time - and will also improve the quality of your descriptive copy significantly.
Read my review: http://www.excessvoice.com/catalog-copy.htm
>> Previous Reviews
::: At ExcessVoice.com :::
#1. Landing Page Handbook - How to Raise Conversions
This report from MarketingSherpa is the first I have seen that provides solid data on what does and doesn't make a difference to landing page conversion rates. Tons of data on copy and design strategies. Dozens of before and after examples and the improvements achieved.
Read my review:
http://www.excessvoice.com/landing-page.htm
::: At Freelance Writing Success :::
#1. Secrets of Writing for the Business to Business Market
There are 8 million business-to-business companies out there. And they all need good sales copy. The opportunity in B2B copywriting is huge, and this 350+ page course tells you everything you need to know about getting your own slice of the market.
Read my review:
http://www.freelancewritingsuccess.com/B2B-copywriting.php
#2. Start your own Resume Writing Business
This is the perfect money-maker for any writer who can put aside a little time occasionally. There is a huge demand for quality resumes. This course gives you the tools (including software) to start and build a real business writing resumes.
Read my review:
http://www.freelancewritingsuccess.com/resume.php
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ARTICLE: Keep your Web Pages Simple.
Simplicity is probably the most important underlying factor when it comes to the performance of any web page...whether it be your home page, an interior page, a sales page or a landing page.
Here are six ways to keep your pages simple, and increase conversions.
1. Stick to one topic per page.
This may not be possible always. But if you can stick to just a single topic, product or service per page, then you simplify the experience for your visitors.
They don’t have to choose, they don’t have to decide where to focus their attention. All they have to do is read. From top to bottom.
2. Minimize the number of columns.
Multi-column pages complicate the experience for your readers. Different areas of the page are competing for their attention. Again, they have to make choices, they have decide which column to look at first.
Or worse still, they may be reading your centre information or sales column and then stop reading because they are distracted by something in another column.
If you can build your page with one column only, that is optimal and almost always has a significant impact on conversion rates.
3. Keep your message simple.
As you write, try to stay focused on a single, simple message. Too many times copywriters bring in all kinds of “related” information into their sales copy.
If it is tightly related, that’s fine. But when it is not directly relevant to the one topic and one purpose of your page, it can be distracting.
Keep your writing focused, linear and progressive.
4. Don’t use too many graphics.
One or two graphics can help support your sales message. Some products or service can benefit from the use of a couple of well-placed graphics, others don’t need them at all.
But whatever you do, don’t add too many images and graphics to the page.
Again, they can fragment the reader’s eye path. They distract attention from the sales message. And often for no good purpose.
5. Keep your offer simple.
If you are writing a sales page, whether you are selling a subscription or a product, it is tempting to offer a number of purchase options. “If they don’t want an annual subscription, maybe they’ll go for a monthly subscription.” Or, “If they don’t want this product, maybe they’ll want this one.”
However, repeated testing has shown that providing multiple choices reduces conversion rates. Too many choices result in uncertainty and inaction.
Do some testing to determine the most profitable offer...and stick with that one.
6. Make your subscription or sales forms simple.
The longer the form, the lower the conversion rate. It’s as simple as that. So ask only for the information that is essential to complete the desired action. If you would like to collect additional information from your subscriber or purchaser, ask on the confirmation page, or with a follow-up email.
>> Final thoughts...
Someone within your company or development group will always come up with good reasons for adding elements to a page, in words or graphics, which are not central to the topic or message.
Resist them if you can.
Simplicity in every aspect of your site, on every page, will increase your conversions and revenues.
** If you found value in the article, please forward this newsletter to colleagues and friends who might be interested.
>> Feedback: mailto:nick@excessvoice.com
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MARKETING EXPERIMENTS: Choice vs. Simplicity
Teleconference call, no charge:
Wednesday, October 4th, 4:00PM EDT
As I mentioned in my article above, simplicity has a huge impact on the performance of your web site pages. In this webinar we look more closely at this issue and present data from some recent tests with two of our research partners.
Sign up here:
https://www.gotomeeting.com/register/917939945
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SURVEY: What do you dislike most?
What is it about your job or work you dislike the most? What part of your day is a drag or unpleasant?
Your answer here........
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