Yesterday, after two months and a dozen iterations, I tasted what I can definitely describe as success through content. A landing page for an analytical product suddenly began to perform.
Here’s how it went:
Recognizing the Initial Problem
We had something I could term as a Master Landing Page. It simply had everything anyone needed to know about two of our products, and was used extensively across a majority of our campaigns. This means whether a person was searching for “analytical reporting tool” or “database report” or “report writing” they would come to the same Master page. And over time, as the page showed some success, it had generally been extended to other campaigns as well, until about 60% of our campaigns were pointing at this one page regardless of the keyword.
By studying the results of these various campaigns over a period of time, it became clear that only a couple of campaigns were actually converting from the Master Landing page, while a few like Analytics were performing rather poorly.
Creating a Focused Landing page
We first created a landing page, with new content and supporting material (case studies, brochures) that focused completely on analysis and what our product could do. What we also did was tailor the page content towards corporate analytical requirements, as our product was mainly an enterprise product.
It didn’t work.
Redesigning the Page
We then enhancing the visuals that supported our content, sample analytical reports, screenshots of the product, graphs charts etc. I had the download buttons placed regularly across the page so that our call to action was always visible regardless of how much a visitor scrolled.
It didn’t work.
Making the Content Personal
While reviewing the content, it seemed to me that the language was not direct enough. Talking on an enterprise level tends to be a little impersonal, and so we rewrote the content to be more on a first-person basis.
It did slightly better, but not really the success I was looking for.
What are my Competitors Saying?
I then went into research mode (something I should’ve done first) and looked at what our competitors were doing and adopted some of their good points into my page. Some of these activities included, making the page headline more visible, increasing the size of the download buttons, putting some important keywords/phrases in bold, linking to flash demonstrations.
Performance still average.
At this point it must be noted, that point of comparison was against the Master Landing Page. When I say performance was average, visitors were downloading, but no more that they were on the Master Landing Page.
What do visitors want?
Having also redone a lot of the ads (with much greater success) I was familiar with both the keywords and headlines that were bringing visitors to my page. So I went back to the basics: What can I say that answers/reemphasizes the headline that they clicked on? How do I bring the top keywords into the content? How do I make the content (which by now was a VERY long page) short and succinct?
After answering these questions, I finally began to see the results I was looking for.
So what worked? No doubt about it. ALL of the above.
The Winning Combination…
Getting the right content on your landing page is a process. You have to try multiple ideas, and even harder, combinations of these ideas to see what’s going to work for you.
This is what I think worked for me: focusing and personalizing the content, making the visuals and buttons larger and accessible, adding supporting material like flash demos and screenshots, ensuring top keywords were clearly visible on the page, and bringing the page content down to a single scroll.
…Trial & Error
It always seems obvious when we list it out like that, but when I applied these tactics to another poorly performing page… it just didn’t work, so here I go again.
It’s tedious and frustrating to say the least, but when you hit the jackpot I can assure you, it will be worth it.
Showing posts with label strategy. Show all posts
Showing posts with label strategy. Show all posts
Saturday, November 10, 2007
Friday, February 16, 2007
Knowing what to say before you figure out how to say it
Seems obvious doesn’t it? But in my years as a copywriter and content writer, and more critically as a content strategist, I am still surprised every time clients, managers, colleagues (or even myself), put down a 50-word line which has said absolutely nothing. Unfortunately, it happens more often than not.
Does this sound familiar...
You need to fill a page of content for a specific service offering or subject on which you have receive zero inputs, (and the net could only take you so far).
You sit in front of a screen with the heading typed in exactly the right font and color, below which are pasted 3-4 disconnected and unrelated sentences, which may or may not be related to your topic.
Then you start writing, or I as call it, ‘weaving’ together these sentences, and many adjectives later re-read a VERY long sentence, which may have fooled your teacher in high school, but will certainly get nowhere with your client.
Having taken this road several times myself, I’m now able to see whether I’m writing myself to a dead-end just before I get there. As a result, I’ve developed a little method to write myself out of that dark alley.
1. How many words do I need?
Believe me, knowing this often comes as a relief. The job of trying to write about something you know nothing about, within an ever reducing time frame, for people who seem to be the least cooperative, and yet, the most discerning, can tend to stress you out.
Realizing you only need 150-200 words (this is online writing) can take quite a load off your mind. If you’re handling a large document, do this section by section. Ask instead, how many words do I need for the introduction?
2. What do I know?
List it out. Even if its just the name of your client and the title of the page.
3. What is this page here?
Unfortunately answers like, “Because the f#$&*ing client wants it!” won’t get you anywhere. So try and see why the client wants this page. To project the company in a certain light? To reach out to a particular section of the audience? To place some information which simply doesn’t go anywhere else? There can be a dozen reasons. Knowing them will give you a new perspective.
4. What other information can I put in, that will satisfy the above reasons?
List it out. Skim through brochures or other popular web pages you know and see how the writer has handled it.
5. So what am I trying to say?
When you’re writing for a website you tend to build upon what you already know. You’ve understood the company, and therefore know the tone. You’ve read their brochures and talked to people, and therefore under their positioning. You’ve written the home page and perhaps a few overview pages, and so now you understand the technical levels of the content, or the layers of the company a little better than before.
But now you’re stuck. So take a step back. What do I want the company to say? Say in your mind, “I wanna say:” and then start typing. This is a conversation between you and an imaginary person on the other side of your screen. Start typing in simple short sentences, what you want them to know, why they need to know it, and what they should keep in mind at the end of it (the takeaway). Stop.
Take a look at your page. Now you have the meat.
6. Rewrite, and edit. Repeat as needed.
Works for me. Hope it helps you.
Does this sound familiar...
You need to fill a page of content for a specific service offering or subject on which you have receive zero inputs, (and the net could only take you so far).
You sit in front of a screen with the heading typed in exactly the right font and color, below which are pasted 3-4 disconnected and unrelated sentences, which may or may not be related to your topic.
Then you start writing, or I as call it, ‘weaving’ together these sentences, and many adjectives later re-read a VERY long sentence, which may have fooled your teacher in high school, but will certainly get nowhere with your client.
Having taken this road several times myself, I’m now able to see whether I’m writing myself to a dead-end just before I get there. As a result, I’ve developed a little method to write myself out of that dark alley.
1. How many words do I need?
Believe me, knowing this often comes as a relief. The job of trying to write about something you know nothing about, within an ever reducing time frame, for people who seem to be the least cooperative, and yet, the most discerning, can tend to stress you out.
Realizing you only need 150-200 words (this is online writing) can take quite a load off your mind. If you’re handling a large document, do this section by section. Ask instead, how many words do I need for the introduction?
2. What do I know?
List it out. Even if its just the name of your client and the title of the page.
3. What is this page here?
Unfortunately answers like, “Because the f#$&*ing client wants it!” won’t get you anywhere. So try and see why the client wants this page. To project the company in a certain light? To reach out to a particular section of the audience? To place some information which simply doesn’t go anywhere else? There can be a dozen reasons. Knowing them will give you a new perspective.
4. What other information can I put in, that will satisfy the above reasons?
List it out. Skim through brochures or other popular web pages you know and see how the writer has handled it.
5. So what am I trying to say?
When you’re writing for a website you tend to build upon what you already know. You’ve understood the company, and therefore know the tone. You’ve read their brochures and talked to people, and therefore under their positioning. You’ve written the home page and perhaps a few overview pages, and so now you understand the technical levels of the content, or the layers of the company a little better than before.
But now you’re stuck. So take a step back. What do I want the company to say? Say in your mind, “I wanna say:” and then start typing. This is a conversation between you and an imaginary person on the other side of your screen. Start typing in simple short sentences, what you want them to know, why they need to know it, and what they should keep in mind at the end of it (the takeaway). Stop.
Take a look at your page. Now you have the meat.
6. Rewrite, and edit. Repeat as needed.
Works for me. Hope it helps you.
Saturday, January 27, 2007
What the heck is a Content Strategist??
For those not in the know, a Content Strategist is responsible for working with the client, to understand and translate the project’s communication objectives into the final result. Based on these objectives a strategist develops a communication strategy, which defines the best way(s) for the project objectives to be met. The strategist then works closely with the writers to identify or brief them on key messages, themes, and tone of voice for written content. In my case, I also doubled as an Information Architect and developed the IA, which would then go to the designers and developers, along with my brief on project and objectives.
A content strategist will also usually supervise the progress of the project to ensure the final result meets the original communication objectives.
That’s my understanding. But for clarity here’s a proper definition:
The role of the Content Strategist is to scope and plan interactive media product’s1 content and determine its overall style – what to say, how to say it effectively, when and where to say it. He or she will usually work alongside an Information Architect2, and the role has similarities with that of Web Editor, though the latter is mostly concerned with on-going web site maintenance after launch, and is usually found within the client organisation, whereas the Content Strategist tends to work within the supplier company during the product’s development.
1 This role probably relates mostly to web sites, though it can also apply to multimedia products.
2 The Information Architect role is about deciding the product’s features, functionality, organisation of content, and navigational structure. These may be documented through wire-frame diagrams, site maps, and/or detailed functional specifications that together serve as a design brief and technical blueprint.
Courtesy: http://www.skillset.org/
A content strategist will also usually supervise the progress of the project to ensure the final result meets the original communication objectives.
That’s my understanding. But for clarity here’s a proper definition:
The role of the Content Strategist is to scope and plan interactive media product’s1 content and determine its overall style – what to say, how to say it effectively, when and where to say it. He or she will usually work alongside an Information Architect2, and the role has similarities with that of Web Editor, though the latter is mostly concerned with on-going web site maintenance after launch, and is usually found within the client organisation, whereas the Content Strategist tends to work within the supplier company during the product’s development.
1 This role probably relates mostly to web sites, though it can also apply to multimedia products.
2 The Information Architect role is about deciding the product’s features, functionality, organisation of content, and navigational structure. These may be documented through wire-frame diagrams, site maps, and/or detailed functional specifications that together serve as a design brief and technical blueprint.
Courtesy: http://www.skillset.org/
Friday, January 19, 2007
Why it’s so hard to write good content
The project has begun and you’re raring to go. You’ve understood the subject, done the research, checked out the competitors and developed a site map and content tone.
It’s time to start the writing…
… and two weeks later you hope you never have to set eyes on the client, website or company again.
What went wrong?
Issue #1: No core information from client
The company has been in existence for 5 years but has exactly three pages of written information to give you. Strangely, whatever content you manage to create “does not accurately reflect the nature of the company”.
What you can do: Call the person who does the rejecting. If you cannot do this directly, go up in the ranks to find someone who can. It very important that you understand the viewpoint of the person who has the power to accept or reject. This person often has access to vital information that your contact person may not be aware of.
Communicate your needs clearly. Clients sometimes cannot figure out what you are looking for, so be very specific. Try quoting examples like, “Any facts or measurement data that was collected before and after the solution was implemented?” as opposed to simply asking for a list of results.
If that doesn’t work, ask for five bullet points that the client thinks the page should cover. At this point a difficult client may begin to see the website from your point of view.
Now explain very politely the principle of GIGO. It is important to let the client know you’re both on the same side, and want the same results.
Issue #2: Last minute changes
It’s now one day to delivery and your client has asked for significant rewrites that will impact content across the site.
What you can do: Let your boss / project manager know of the problem, and let them know how time-consuming the job will become. Bandy words like ‘double-effort’, and ‘complete rework’ around. In business, this translates into costs or project escalation, and is likely to get both management’s and client’s attention, and result in a compromise.
Issue #3: Client hates the content
So you redo it. They still hate it. You ask for an example of what they want, and they send you some of the worse written copy you have ever read.
What you can do: Try and understand if it’s the style of writing that they like in the sample, or the information that’s being presented. If relevant, see if you can incorporate it into your work. If not, try explaining why the chosen style of the sample content will not work for the client’s business.
Analyze the sample for errors or inconsistencies and point them out. Talk about target audiences, and their various business awareness levels.
If all fails, try getting another writer with a very different writing style to take a stab at it.
Issue #4: Information overload
The client has sent you brochures, leaflets, white papers, case studies, marketing material, conference folders and even a few coasters with ‘advantage us’ bullet points on them.
What you can do: Junk the things you don’t need. Make a list of content you do need and compare what you’ve got, against what’s missing. Send the client the missing list.
Bring relevant content onto one format. Either get typing assistance or request for soft copies.
Ask the client why he sent you the 125-pager technical industry report. It’s possible they’ll point out a relevant para or two.
Issue #5: Your client has literature confused with website content
The client is a writing enthusiast and feels your content isn’t high-brow enough to reflect the culture of the company. Your lines are being made longer, thoughts more complex, words bigger, and active is being turned passive.
What you can do: It is essential you accept the fact that most companies in India are still relatively new to the web and how to communicate effectively on it. Don’t get irritated because your client is looking down on your copy skills. Educate him or her on why online content has to be simple and engaging. Show samples from top companies who support your cause. (Note: As a writer you should ALWAYS have a list of these ready). Explain usability and the concept of ‘content scanning’. Talk about the need to exude warmth on the Internet and the importance of one-on-one communication.
These are a just a few of the basic problems which can make writing turn sour. I’ll try to add to this list as and when more crop up.
It’s time to start the writing…
… and two weeks later you hope you never have to set eyes on the client, website or company again.
What went wrong?
Issue #1: No core information from client
The company has been in existence for 5 years but has exactly three pages of written information to give you. Strangely, whatever content you manage to create “does not accurately reflect the nature of the company”.
What you can do: Call the person who does the rejecting. If you cannot do this directly, go up in the ranks to find someone who can. It very important that you understand the viewpoint of the person who has the power to accept or reject. This person often has access to vital information that your contact person may not be aware of.
Communicate your needs clearly. Clients sometimes cannot figure out what you are looking for, so be very specific. Try quoting examples like, “Any facts or measurement data that was collected before and after the solution was implemented?” as opposed to simply asking for a list of results.
If that doesn’t work, ask for five bullet points that the client thinks the page should cover. At this point a difficult client may begin to see the website from your point of view.
Now explain very politely the principle of GIGO. It is important to let the client know you’re both on the same side, and want the same results.
Issue #2: Last minute changes
It’s now one day to delivery and your client has asked for significant rewrites that will impact content across the site.
What you can do: Let your boss / project manager know of the problem, and let them know how time-consuming the job will become. Bandy words like ‘double-effort’, and ‘complete rework’ around. In business, this translates into costs or project escalation, and is likely to get both management’s and client’s attention, and result in a compromise.
Issue #3: Client hates the content
So you redo it. They still hate it. You ask for an example of what they want, and they send you some of the worse written copy you have ever read.
What you can do: Try and understand if it’s the style of writing that they like in the sample, or the information that’s being presented. If relevant, see if you can incorporate it into your work. If not, try explaining why the chosen style of the sample content will not work for the client’s business.
Analyze the sample for errors or inconsistencies and point them out. Talk about target audiences, and their various business awareness levels.
If all fails, try getting another writer with a very different writing style to take a stab at it.
Issue #4: Information overload
The client has sent you brochures, leaflets, white papers, case studies, marketing material, conference folders and even a few coasters with ‘advantage us’ bullet points on them.
What you can do: Junk the things you don’t need. Make a list of content you do need and compare what you’ve got, against what’s missing. Send the client the missing list.
Bring relevant content onto one format. Either get typing assistance or request for soft copies.
Ask the client why he sent you the 125-pager technical industry report. It’s possible they’ll point out a relevant para or two.
Issue #5: Your client has literature confused with website content
The client is a writing enthusiast and feels your content isn’t high-brow enough to reflect the culture of the company. Your lines are being made longer, thoughts more complex, words bigger, and active is being turned passive.
What you can do: It is essential you accept the fact that most companies in India are still relatively new to the web and how to communicate effectively on it. Don’t get irritated because your client is looking down on your copy skills. Educate him or her on why online content has to be simple and engaging. Show samples from top companies who support your cause. (Note: As a writer you should ALWAYS have a list of these ready). Explain usability and the concept of ‘content scanning’. Talk about the need to exude warmth on the Internet and the importance of one-on-one communication.
These are a just a few of the basic problems which can make writing turn sour. I’ll try to add to this list as and when more crop up.
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