OnPage Brings Ranking Intelligence to Mouseflow

At Mouseflow, we care about optimizing websites. A big part of this, however, means that your website must meet industry standards for on-page optimization. If you make design changes without considering the impact on search ranking, you’re heading for trouble. Enter OnPage.

We’re pleased to announce a partnership with OnPage – a leading provider of tools for search engine optimization (SEO). You can now see your OnPage Quality Score: a rating of how well your site measures up against search engine optimization practices.

Your Complete Optimization Toolkit

The combination of website analytics (session replay, heatmaps, funnels, and form analytics) from Mouseflow with quality ranking from OnPage provides you with comprehensive information to make your website and user experience better.

You can sign up for OnPage today to get a free report about your Quality Score here. This data comes directly from OnPage and is compromised by many factors, including rank, site errors, content quality, and more.

We urge you to take note of your score, implement any recommendations for improvement, and re-check it each month. This ensures that you stay on top of the latest trends and, as your website changes, you don’t miss an opportunity to optimize your search ranking.

About OnPage

OnPage is a leading software company for search engine optimization (SEO) and ranking. Their software crawls the web to give customers insight about how their websites are ranking, identifies site errors and timeouts, and provides suggestions for how to improve. This allows customers to monitor keywords, server uptime, and create quality content on an ongoing basis. For more information, visit https://en.onpage.org/.

How to Engage Your Audience by Utilizing Content Type

Selecting the right type of content that caters to your audience is important for developing and sustaining a desirable market reach – whether it be a website, social media or other advertising platform. If you want to engage your audience, promote participation, and actually nurture growth, your content needs to be relevant and structured appropriately.

There is an easily identifiable problem with the way information is being presented by businesses wishing to engage with their customers – the information, content and interactions being presented are repetitive and dull. It is human nature to notice differences in pattern and to ignore repetitive information based upon our evolutionary survival skills. When the information being presented is redundant, people stop paying attention to it all together – this means that the effort and time taken to interact with your audience is completely ineffective.

Read on to discover the best ways to consistently engage your viewers…

Always start by considering your audience

The demographics of your audience will determine what type of content will be the most effective. People have preferences about how they like information to be delivered and are likely to engage with the content that appeals the most to them. Before you start developing the content of your message, consider the people you are talking to: their age, economic situation, interests, location and education. Put yourself in their shoes and think about how the message would be relevant to you if you were in their situation. This will help you customize your message, content type and delivery method. For example, sharing an extensive infographic with a group of blue collar ruralites probably isn’t as likely to get as much engagement as a video or a meme would.

Here are examples of great resources for collecting demographic information:

  • Google Analytics
  • Your CRM Platform
  • Census Data
  • Social Media Profiles
  • Online Groups & Forums
  • Consumer Research Studies

Always keep records of the information you collect, as it may come in handy in the future. Recreating this information for each task is redundant in itself and unnecessary. If you are able to build upon your findings in the future, rather than try to recreate it each time, it will promote efficiency for any future content campaign.

Tap into your budget from time to time

Although it may be counterintuitive, your marketing budget is something you can and should tap into to fulfill your content needs. Generally, content creators are interested in manually creating all of their content from scratch, but there are some powerful tools that can help you send a stronger message; utilizing these tools will help you develop effective content while increasing your efficiency.

“Inefficiently producing content results in an estimated $958 million annually in over-spending for B2B companies in the United States.”1 If you put in the extra money now, you could actually start seeing higher ROI, and save more in the long run.

Pay close attention to what has performed well in the past

If you have campaign content that has performed well in the past, chances are, it will perform well again. While you do want to differentiate your output, there’s no harm in reusing effective content in a controlled and limited manner. People are sometimes able to run campaigns that promote slightly repetitive content and generate enough engagement to meet their goals.

If your audience is growing and your content is being engaged with, stick with what you’re doing. Unless you see an alarming drop in engagement, you may be able to keep sharing text articles for years. As a matter of fact, one of the most widely distributed forms of content, the newspaper2, has been doing this for hundreds of years without becoming completely obsolete. You might be able to as well – just pay attention to your website by using analytics tools.

Nurture conversions with careful planning and quality content

The referral source and content type can have a major impact on your user’s activity! Consumers that are referred to a website by Pinterest are 10% more likely to purchase a product or service than visitors who arrive from other social networks – this includes Facebook and Twitter. These customers are also known to spend 10% more on products than visitors referred from other social media sites3.

So, if you’re ready to make a sale, creating and sharing a new pin might offer a higher ROI than a new Facebook POS. You’ll need to weigh different marketing approaches according to the type of conversions you want to encourage with your campaign.

Read about creating the perfect Pinterest pin here.4

While you’re thinking about how to influence your viewers, consider the different types of promotional and supportive content that you can present within the different stages of the customer’s journey – you don’t always want to share content with the sole intention of making a sale. In general, lead nurturing requires a lot of work and your content is your most powerful tool.

Be sure to publish helpful blog posts that include text, images, and videos, which are great ways to show your desire to help your target market before you start asking them to buy something from you. Then, check to see how people engage with that content and whether it helps or hurts conversions by using Mouseflow heatmaps and session replay.

Conclusion

When choosing the format for your next piece of content, consider your audience first: what do your readers want? You should spend extra money when necessary, because the ROI will likely outweigh the cost of notinvesting in your brand’s web presence. Remember to consider what has been successful for you in the past. Ultimately, you should deliver your messages in the format that will have the most influence on your reader.

So, what format will you be using for your next content piece and how did you come to your decision? Let us know in the comments below.

Questions? Email hi@mouseflow.com or call +1 (855) 668-7335

Image Source:
valuebound.com

Content Sources:
1: kapost.com
2: books.google.com
3: hubspot.com
4: blog.hubspot.com

This post is by Florence Mendoza. Florence Mendoza is a content marketing manager at Buy an Essay writing company. She loves discovering new ways of content promotion.

Introducing Two-Factor Authentication

At Mouseflow, we take privacy and security seriously. Today, we want to go the extra mile and introduce a feature that we feel takes our security to a new level: Two-Factor Authentication.

This provides secure access to your account and ensures that your login requires two pieces of information: something you have (your mobile phone for an authorization code) and something you know (your email/password combination). This helps protect against unauthorized access, should your credentials become compromised.

How to Enable 2-Factor Authentication for Mouseflow

It’s easy to install two-factor authentication for your Mouseflow account. Once you are logged in, click your email address in the upper-right corner, go to Profile, and toggle “Two-Factor Authentication” to “On.”

Once you do this, a new window will appear and guide you through the setup process. Just download the Google Authenticator app, scan the QR code with your phone, and you’ll be presented with an authentication code. Now, each time you login, simply open the app and provide the current code shown on your screen. If needed, you can also type in the manual entry key as an alternative to providing the code – be sure to keep this in a safe place.

That’s it! We hope you enjoy this new feature and the added security it offers. Let us know if you have any questions in the comments below.

Questions? Email hi@mouseflow.com or call +1 (855) 668-7335

To Catch A Spammer

Mouseflow is used for many things – mainly by people who want to enhance their websites and improve their user experience. However, as a result of monitoring user activity, you not only see the good, but also the bad!

Recently, we had a client write to us that they had issues with spam in form submissions. Despite their efforts, they couldn’t narrow it down to a certain user or pattern of behavior. To make it worse, they didn’t know why their client-side validations failed to catch the problem.

Here’s a sneak peak:

This animated GIF is from an actual customer recording who caught a spammer using Mouseflow!

Improving Validation

By using Mouseflow to watch how spammers interact with your website, you can see how your validations and rules designed to thwart their attempts work (e.g. allow/deny certain types of content, recognize when content is duplicated, block content based on regular expressions, etc.). As developers, it’s so easy to deploy some code and expect that it will work the same as it did during testing. But, as experience shows, this is rarely the case.

This is a particularly dangerous case because it accepted malformed input from a user and then displayed it on a public page as a comment (rather than rejecting it):

By monitoring and restricting user activity, you’ll keep junk like this off your website. Do you think users want to see this while they’re browsing for real content or products? Nope, definitely not! This helps make sure that content is relevant and of high quality – both great for your search engine ranking and overall site optimization. Not only will this benefit you in terms of marketing, but you will attract genuine visitors and be able to generate sustainable traffic.

Block Spammers from your Firewall

One of the unfortunate side-effects of spammer activity is that it skews your website analytics. The actions of spammers are accounted with the actions of your real users, which creates a conflict when you’re viewing your reports. It’s hard to decipher what activity is genuine, especially when it’s mixed in with spam.

By catching spammers who are clogging up your website with garbage, malicious content, or otherwise unwanted activity, you can improve the accuracy of your analytics reports and find out what your real customers are doing.

Mouseflow makes this easy: when you watch your recordings and find a spammer, you can actually open the details panel to see their IP address. Once you have this, you can block them from visiting your website. This is great because you are armed with a lethal weapon: You have the video that shows what they did, how they did it, and can find out who they are so they never clog up your website with their junk again!

In Conclusion

Spammers are a real problem, and catching them in the act is incredibly valuable. As a Mouseflow customer, you have a complete toolkit for being able to see what they’re doing and learn from them to optimize your website. You can use this information to improve your validation and security, which will result in higher quality content and a better experience for all.

Have you experienced something like this on your site? Let us know in the comments below.

Questions? Email hi@mouseflow.com or call +1 (855) 668-7335

How to Optimize Your Magento Store

If you have an online store, chances are you are using an eCommerce platform – one of the most popular is Magento. It’s a complete shopping solution for your eCommerce store which provides a dynamic, robust, and effective content management system. This enables you to design and implement highly customized websites. It allows further customization of your website by incorporating numerous plugins and add-ons for a wide range of needs. Let’s take a closer look.

Using Magento to Enhance Your User Experience

For an eCommerce business, apart from having an easy user interface and effective content, the success of traffic depends on the overall performance of your website. It becomes imperative to monitor the speed, security, and privacy of your storefront. You need to have an eye for all the nitty-gritty details: loading time, broken images, security risks, and authentication failures. You must figure out the cause behind these symptoms to define solutions. Remember, it doesn’t take long for a visitor to drop from your site if their expectations are overlooked. And, on the web, word of a bad experience spreads like wildfire.

The techniques to improve your Magento store are not complicated because a couple of tweaks can make a huge difference. For instance, a few add-ons can enhance the overall speed of the site with caching, and limiting the number of products on a category page leads to less resource demands.

Every element that you use in your store should be simple in design, user-friendly, error-free and enhanced for optimal load time. A few value-added techniques can do wonders: optimizing for search queries with appropriate tags/titles, providing clear product descriptions, ensuring call-to-action buttons are visible and strongly worded, and using an easy sign-up process (e.g. pre-existing social network registration and/or guest login).

Your customers should be able to view, add, or delete products directly from the cart, and the total cost should be immediately updated to reflect any changes. The checkout should allow for an easy and secure payment process by providing multiple payment options.

These are just some of the simple aspects of running an optimized e-commerce site that can take your business to the next level. Here’s an infographic that serves as a great reference:

How many of the above items have you implemented? Are there any that are missing? Please let us know your thoughts in the comments below.

To see a related post by this author, click here.

Please click on the image below to open the full infographic:

 

How to Boost Conversions with Good Web Design

If you have a website, chances are you’re always looking for ways to improve your conversion rate. Like us, it probably keeps you up at night. Most people don’t realize that their overall web design plays a key role in their overall conversion rate. If you haven’t checked it in a while, we recommend taking another look at your website’s design. You’ll want to do so with an honest and open mind about how the design can actually affect your overall reputation, conversion rate, and profits. The following is a guide on how to increase your overall conversion rate with effective design.

Here’s more information about using Mouseflow to increase your conversion rate: Funnel Analytics

Usability and Navigation

The first, and often overlooked, source of design flaws is in the website navigation. We all love websites that have an intelligent navigation flow that seems to work with (rather than against) you. When it comes to increasing conversions, this one is easy!

We recommend you take a step back and ask whether the current navigation delivers an ideal experience for all visitors.The key to understanding the relationship between navigation and conversions is realizing that the navigation is responsible for guiding visitors to the conversion point on your website; if the user experiences a smooth journey while navigating to their purchase point, it’s more likely that they will follow through with a purchase.

The modern consumer industry promotes the idea of immediate results, which means users become frustrated if they have to spend time searching for what they want. By providing a seamless navigation, you will greatly enhance the experience of your potential customers.

Here are some tips to improve your website’s navigation:

  • Make sure your navigation titles are clearly marked, that they describe the page they direct the user to, and that the spacing of all elements is evenly distributed.
  • The navigation should be simple and consistent throughout the site to promote uniformity and accessibility. If your website features many sub-pages, consider using a dropdown menu. Of course, test the mobile experience for this, as well.
  • Double check all of your links to ensure they are directing users to the correct pages. Make sure to fix any broken, missing, or incorrect links.
  • Make sure that the journey from entering your website to completing a conversion is as direct as possible. You can do this by making sure your navigation provides the shortest and most efficient route to your product and cart pages.
  • Use Mouseflow heatmaps to gather information about how visitors are using your website. This powerful tool displays detailed click counts, behavior statistics, and also shows you the most and least popular areas of your website. You can utilize this information to discover many things: what gets clicked, what doesn’t get clicked, where visitors move their mouse, how far down the page visitors scroll, where visitors spend time, and more.

You want to design the navigation of your website needs to be done as if you’re a potential customer. Ask yourself a few questions: Is the website easy to navigate? Can you find what you’re looking for within a few minutes? Also, don’t be afraid to check your competitors’ websites to see how their navigation works. You’ll have an advantage over your competition if you can rival or beat their design.

Graphics & Media Assets

The graphic features and images you place on your website have a great impact on your overall conversion rate. You can use certain elements can nudge your visitors along the sales funnel until they reach the checkout or subscription page:

  • Headlines: You should include large bold headlines that tell the visitor something they’re interested in. Be sure to avoid using bulky text on each page because this can minimize interest and interaction.
  • CTA: Your call to action elements should provide a prompt to entice users and encourage interaction. Use verb-oriented language and check your Mouseflow heatmaps to evaluate the best placement.
  • Images: Find high quality professional images to help enhance the authority of your brand. Look for images that are not too large and that have extra visual clarity. The recommended image quality for a website is 96DPI and the image size should not exceed the width (in pixels) of your website. If needed, use image editing software to condense and optimize the files.
  • Color: The color scheme and visual contrast of your website speak to your customer and project your overall company image. If your website has a complimentary color scheme with appealing contrast, it will have a higher chance of maintaining user engagement and attracting returning users.
  • Empty Space: A simple, clean layout that follows modern design standards is attractive to users because it focuses their attention. Good web designers avoid bombarding users with too much information or too many graphics, not only because it is distracting but, because it can actually deter visitors. By utilizing empty space, you can drive customers to the core of your website and entice them to explore.

The goal of creating a visually appealing website is to boost conversions and keep visitors coming back. If users stay on your website and interact with elements, there is a higher chance that they will become a customer. To see examples of winning website design, please visit awwwards.com.

Fluid & Responsive Layouts

While the majority of users browse on desktop devices, mobile websites make up a large majority of the market share. If your website isn’t providing a great mobile friendly experience, you will lose customers.

People can shop anywhere at any time, which leads to a large pool of customers that demand instantaneous results and a good user experience. The idea behind creating a brilliant mobile layout is to make the user experience more pleasurable for all.

Without a mobile friendly layout, smartphone users see a shrunken down version of your website. This forces users to zoom in, drag the screen in all directions, and ultimately contributes to a higher bounce rate because of the unpleasantness. By creating a website that caters to the needs of your users, you will encourage engagement, and increase the probability of converting them into customers.

Here are suggestions to improve your mobile layout:

  • Ask your developers to create a fluid layout that is responsive by utilizing Cascading Style Sheets (CSS) and media queries. A responsive websites detects the screen size of a visitors’ device and changes the layout, accordingly.
  • Create different rules for font sizes based on preset screen widths in your CSS file(s). Your written content should be easily readable at every screen size and follow appropriate syntax for size, spacing and padding.
  • Keep testing your website to ensure it provides the best experience, usability, and accessibility to your customers’ changing needs. We recommend watching Mouseflow recordings to see how the website looks for varying groups of visitors. By filtering to see recordings in different browsers (e.g. Chrome, Safari, Internet Explorer, Microsoft Edge), you get an accurate picture of how your site looks and performs on different platforms.
Conclusion

Your website design directly impacts your conversion rate and influences whether visitors will return to the site in the future. This, of course, plays a significant role in the overall success of your business. By centering your design efforts around the needs of visitors, you optimize the experience for all and improve your chances of success and sustainability.

So, if it’s been some time since you checked the design of your site, why not take a look and evaluate it with fresh eyes? You might find several things you like and don’t like – the important point is to always consider your users and how design decisions impact the overall success of your website.

By using a tool like Mouseflow, you get a first-hand glimpse at how your real visitors (in their natural state) behave on your website. Do you feel your conversion rate could benefit from an improved website design? If so, tell us how in the comments below.

This is a guest post from Aaron Gray. He is the co-founder of Studio 56 and a passionate digital marketing expert who has worked with some of the largest digital marketing agencies in Australia. He has been working in the digital marketing field for ten years. Aaron loves to travel the world to not only enhance his cultural experiences but learn and enhance his skills in the digital marketing industry. He is dedicated to helping others reach their online marketing goals.

Introducing Support for Dynamic SVG Playback!

Do you have dynamic SVG charts, images, or animations on your website and wish you could watch them in real-time from your Mouseflow playback? Well, now you can! We just launched a new feature that records interaction with dynamic SVGs, providing flawless playback!

Since modern browsers now support scalable vector graphics, and many of our clients use them, we decided that it was time to develop this new feature. Now, you can watch your visitors interact with SVG elements on your website. Here’s why we think it’s cool…

The Benefits and History of SVG Files

Scalable Vector Graphics (SVGs) have been a long-standing staple of the print and graphic industry, but are now becoming popular in modern websites. By using vector graphics, you get images that are crisp,clear, and scale properly. This ensures that the resolution is always high quality, giving everyone peace of mind.

SVGs are amazing for many reasons: they are XML based, their file size is compressed, and they take up less bandwidth overall. This means a faster load time for users, better search engine ranking, and an overall good experience for all.

One of the coolest things for graphic designers? You can save an SVG image from a browser and open it in a vector image editor, like Adobe Illustrator!

May I also point out that SVG images are perfect for High Definition Websites or websites viewed on a retina display? For those who like to keep up to date with web design trends, make sure you account for users with ultra-wide displays and higher screen resolutions. After all, they pay so much for a top-notch computer, why not deliver a top-notch user experience to go with it?

So, if you have dynamic charts or other SVG assets, prepare to have your mind blown when you watch your recordings. This is one of the coolest features out there and keeps you in-line with the latest design trends. Let us know what you think!

Image Source: https://www.hellosoutherly.com/wp-content/uploads/2014/08/JPG_vs_SVG_image.jpg

Use Mouseflow Like A Pro with NEW Keyboard Shortcuts!

Here at Mouseflow, we realize it is important to be as productive as possible. When you save time, you save money. In order to provide the best experience possible, we launched a new time-saving feature: keyboard shortcuts!

This new feature enables you to easily control the playback of recordings. You can start, stop, skip, add details, favorite and more – all with the touch of a button. This makes for smoother, faster, and more productive analysis, meaning you can make changes that much sooner.

Keyboard

A Playback Feature that Increases Productivity

Have you ever started watching recordings and wanted to get through the videos faster? We agree that extracting important information as quickly and easily as possible is crucial. So, we’re adding the following keyboard shortcuts with you in mind:

  • Space: Play and Pause the Video
  • Left Arrow: Skip 10 Seconds Backward in Video
  • Right Arrow: Skip 10 Seconds Forward in Video
  • Home: Skip to the Start of the Page View
  • End: Skip to the End of the Page View
  • Page Up: Previous Video
  • Page Down: Next Video
  • + Key: Speed Up Playback
  • – Key: Slow Down Playback
  • D: Toggle Details
  • * Key: Star/Mark as Favorite
  • T Key: Add Tag
  • V Key: Edit Variables
A Feature that Multitaskers Love

It is more important, now than ever, to be able to accomplish as much as possible in a small amount of time. By utilizing keyboard shortcuts, you can be more efficient and speed through getting the data you need at a lightning fast pace!

When analyzing our own website, we found that using keyboard shortcuts allowed us to process 47% more sessions in the same amount of time. What’s more? Since it’s faster, it takes less caffeine – and our doctors love that. Who wouldn’t?

A Universal Experience for All

A good user experience means keeping every user in mind. Each customer is extremely important and we do what we can to make using our software as friendly as possible. This includes not only those who want to power through their analysis, but also those with disabilities.

Whether you’re holding a baby while working from home or have another limitation, we developed keyboard shortcuts with you in mind. We are always excited to gather feedback from our users. It may seem like a small feature but, give it a try and we’re sure you’ll feel the difference immediately. Let us know what you think!

 

Engage Your Readers with Emotional Triggers in Content

A content writer has to use emotional triggers to gain attention, stoke interest, and push for action. This starts with knowing who your reader is. Once you have established a reader persona, a hypothetical individual to target your writing toward (specific to your audience), it’s time to put your trigger-fingers to work.

Here’s how you can execute content planning in a way that appeals to the emotions of your readers by stimulating specific feelings that lead to actions and generate conversions.

Attention Heatmap

Know the emotions you want to trigger.

When writing copy for the web, you have the opportunity to appeal to the entire spectrum of positive and negative emotions. Feelings are what move your readers from clicks to engagement to conversions, but, not just any emotions will work – when it comes to business, the goal is to generate sales. The emotions associated with sales, fortunately, have been studied time and time again.

Because of the extensive research on the topic, it’s easy to find out what emotions to stimulate in order to facilitate conversions. As a matter of fact, it’s become a paradigm in the content writing world, and I’m going to share the top four emotions that generate conversions: They are love, greed, fear, and duty or honor.

Big brands provide examples of how to use emotions the right way.

Here are some examples of the four main emotions you want to stimulate as encountered on the websites of Purina, Fidelity, Pfizer, and the United States Army. As you examine the images, pay attention to a) the headlines, b) the descriptive text, and c) the calls to action. Each of the elements is important in the overall experience that these websites facilitate.

1. This is how one brand uses love to sell pet food.

Purina

Purina pet products’ brand strums readers’ heartstrings with verbiage that stimulates feelings of love and belonging on their website. The tagline, “Your Pet, Our Passion,” shown at the top of the screen on their website gives the impression that the company has true interest in your pet, a beloved member of your family. Not only that, but the about page uses information about nutrition, ingredients quality, pet welfare, and sustainability in production to simulate an experience of belonging with site viewers, and the rest of the world. If you want to understand how to use love to sell your products, Purina is a great brand to learn from.

2. How to promote greed so that readers will invest.

Fidelity

Fidelity Investments’ site content facilitates the perception that viewers can save and earn more money with their products. Members can “save” money on other products by registering with Fidelity, and can “achieve more.” The low cost for equity trades is featured right on the home page. Triggering greed is a trusted way to create conversions, and you can learn more by simply perusing successful financial websites.

3. Is there a right way to trigger fear?

Pfizer

Although controversial from a consumer perspective, fear is still a common and reliable emotion for nurturing online conversions. If they don’t use Pfizer’s medicine, it seems readers may go blind or even die – scary! And, this is why Pfizer pharmaceutical products (Advil, Chapstick, Neosporin, and many more) are common in households throughout the world. A brand based on fear can be very successful.

4. Duty and honor come to those who enlist.

Military Website

The U.S. Army is made up of the most dedicated, most respected Soldiers in the world. These Soldiers protect America’s freedoms while serving at home and abroad and they are always prepared to defend the nation in times of need. A U.S. Army Soldier is the embodiment of physical and mental strength. As a Soldier, you will be prepared to serve whenever and wherever you are needed.

If fulfilling one’s duty as part of the strongest force in the world is what a reader is looking for, the United States Army’s website copy reflects just that. Anyone who joins becomes able to, “protect America’s freedoms.” A conversion, in this case, is an enlistment, not a sale, and the website copy helps make this happen. If you want to see examples of content that triggers honor or duty, look first toward military websites.

Each of the above websites uses headlines that capture, descriptive text that maintains interest, and calls to action that convert with the target emotion in mind throughout the copy. This is the recipe for great web content.

How to capture readers’ attention with great headlines.

Based on how a conversion is measured to the brand being written for, as stated above, an emotional trigger must first be chosen. Most copywriters use love, greed, fear, or honor and duty. The target emotion should be clear in the headline, while sending a relevant message:

Apple Watch

Apple, one of the most well-known brands, uses love as their target emotion and it is very obvious. The headline, “Watch: To wear it is to love it,” even uses the word love in the text. “Better together,” nurtures a sense of belonging while transforming their inventory from a collection to something like a family, which appeals on a subconscious level to the reader. This brand knows how to trigger emotions and their award winning sales reflect that fact.

Do you know what maintains reader interest?

Maintaining the interest of your readers requires more than just supplying information – even very valuable information. In order to captivate readers, once you’ve hooked them with an amazing headline, you need content that informs, provides value, and keeps them wanting to know more. With each sentence, your goal is to leave the reader wanting more and asking thought-provoking questions.

Coca Cola

As the U.S. War machine grew during the run up to World War II, so did the need to provide American GIs with a touch of home. Coke was critical to that mission—so critical that the company wasn’t subject to the same sugar rationing as the public. USO

The caption on the photo above, found on Coca Cola’s website, provides a perfect example of copy that leaves a reader wanting to know more. “What was the sugar ration that the public was subject to?” Is the first question that pops into mind. This is a great example of content that builds upon the brand while preserving the interest of the reader.

This is the last text a reader sees before converting.

All of the emotional triggering in your content leads up to one final incentive that needs to capture and motivate your reader: the call to action. Expert copywriters and content marketers know that the call to action is the cherry on top of every great web page. Without it, conversions (sales, subscriptions, registrations, enrollments, etc.) simply don’t happen.

You know what you want your readers to do, so using the language of your target emotion, ask them!. For example, if your brand emotion is fear, tell your readers “don’t miss out,” when you want them to subscribe to your mailing list. If it’s love, you can invite them to “join,” instead. Do you feel the difference?

Take a look at some of your competitors’ brand websites and check out their call to action text, then make yours better:

Rockets Blog

Use heatmaps to measure the success of your content.

As you write content, be sure to use a tool like Mouseflow to obtain heatmaps, which adds another dimension to your analysis. For example, you can use a movement heatmap to gauge whether certain pieces of content are attracting users’ eyes (there’s a strong correlation between mouse movement and eye tracking). Next, check your scroll heatmaps to see exactly how many users are able to view your content. If you craft perfect content, but no one is able to see it, it will not be effective.

Finally, saving the best for last, check your attention heatmaps to see which parts of each web page receive the most time viewed. The reason for this is simple: if users spend more time in certain parts of a page, locate your key content there. By using heatmaps, you gain an edge over your competition – you’re not only testing the content but where and how to communicate that content. In the end, this extra effort will make all the difference in the world!

Final thoughts

The first step in using emotional triggers in your content writing is to know the emotion you want to trigger. Some of the most useful emotions for online conversions are love, greed, fear, and honor. You can trigger these emotions in headlines or copy and build upon them while you carry the emotion out to your calls to action. As you test, be sure to measure the effectiveness of your changes using heatmaps. Then, implement any changes you learn about with your next marketing campaign to start writing like a true professional.

Sources:

This post is by Marry McAleavey, a content marketing manager at Essay Service.

 

Mouseflow Launches Integration with 3dcart

3dcart

We are pleased to launch an integration with 3dcart. In this platform, you can create your own e-commerce store without developers.

The integration allows you to add Mouseflow to your store – you’ll be able to see what users are (or aren’t) doing. Mouseflow tracks activity related to where users are coming from, what pages they view, where they drop off, and if they convert.

In addition, the heatmaps show what content (products, categories, etc.) gets clicked, where users move their mouse, and even where users scroll or spend time on a page. This lets you build reports to optimize your site and boost your conversions.

How to Get Started

To get started, sign up for Mouseflow and follow the steps in the 3dcart Integration article.

If you have any questions, please feel free to post them in the comments below.