Internet users are not only emotional creatures, but also very lazy. Pavel Ungr and Jan Kvasnička therefore advised us on how to serve them the necessary information. Don't expect the user to find anything on their own, but direct them .
For example, in an e-shop, tell the customer the exact information . In the case of an e-shop, they are always interested in when they will have the given item at home, not how your inventory is doing. This small adjustment will positively affect the conversion rate of your e-shop .
Tell the customer exactly when the goods will be delivered The number of pieces in stock is too abstract information
The same goes for texts. Many e-shops use category texts . Let's face it, no one reads category descriptions. If you can't say something new in them, don't say anything . You certainly won't dazzle a customer by informing them that a sofa is the main element of a living room.
Can't you say something new? Better not say anything.
"SEO for SEO's sake is nonsense. We don't write texts for search cash app database engines, they don't buy from us." @PavelUngr on #copycampH1
— Markething.cz (@Markethingcz) June 8, 2016
We have already written about the fact that people don't read on the Internet today, but only scan . Write all texts so that they can be scanned . You need headings, bullets or numbered lists, sometimes some infographics, links and bold parts of the text. It never makes sense to bold a keyword. Why? Your customer already knows that, they won't look for it in the text.
Search and content on the Internet are meant to serve people . That's why Google develops algorithms that behave like users . In general, what the user doesn't see at first glance, the search engine algorithm doesn't see either. Search engines don't see hidden text and don't want to see it.
Become the customer's best friend
Let's go back for a moment to the fact that the customer is an emotional rather than rational being. They need to feel good on the website and the website must be adapted to that. Therefore, test all elements using A/B tests . Maybe your customers will be satisfied with a different type of form, they will like different buttons more or there will be other options for different "call-to-action".