How To Create Scroll-Stopping Creative Without Clickbait
When you land on a website, what's the first thing that catches your attention? Is it the headline, the images, or the content itself? For many of us, the answer is the headline. But what happens when that headline is sensationalized or misleading? This is where clickbait comes in – a tactic that's been used to entice users to click on a link, often with little regard for the content that follows.
But what does clickbait really do to your website's engagement? In short, it can lead to high bounce rates and low engagement, ultimately affecting your website's credibility and reputation. When users click on a link expecting one thing, but find something else entirely, they're likely to leave your website in frustration. This can have serious consequences for your business, including decreased traffic, lower conversion rates, and a damaged brand reputation.
Where Do Visitors Lose Confidence?
So, where do visitors lose confidence when they land on your website? The answer lies in the clarity, proof, friction, and offer-fit problems that can arise when content is not well-crafted. Clarity refers to the ease with which users can understand the content and its purpose. Proof, on the other hand, refers to the evidence or data that supports the claims made in the content. Friction refers to any obstacles or barriers that users may encounter when trying to engage with the content. Finally, offer-fit problems refer to the mismatch between the content and the user's needs or interests.
When these problems arise, visitors are likely to lose confidence in your website and its content. They may feel that the content is not relevant to their needs, or that it's not providing the value they're looking for. This can lead to a decrease in engagement, as users are less likely to stick around and explore the content further.
Fix the Page Around the Decision
So, how can you fix the page around the decision? The answer lies in crafting a message that resonates with your audience, using proof to support your claims, and incorporating a clear and compelling call-to-action (CTA). The message should be clear, concise, and relevant to the user's needs. The proof should be evidence-based and support the claims made in the content. Finally, the CTA should be clear, prominent, and actionable.
When these elements are in place, visitors are more likely to engage with the content and take the desired action. They'll feel that the content is relevant to their needs, and that it's providing the value they're looking for. This can lead to an increase in engagement, as users are more likely to stick around and explore the content further.
Mistakes That Make Redesigns Underperform
So, what mistakes can you make when redesigning your website that will make it underperform? The answer lies in ignoring buyer uncertainty. When you redesign your website, you're not just creating a new version of your existing content – you're also creating a new experience for your users. And, just like any new experience, it's likely to be met with uncertainty.
When you ignore buyer uncertainty, you're not addressing the needs and concerns of your users. You're not providing the value they're looking for, and you're not giving them the confidence they need to engage with your content. This can lead to a decrease in engagement, as users are less likely to stick around and explore the content further.
How to Implement the Changes
So, how can you implement the changes needed to improve your website's engagement? The answer lies in taking a realistic and phased approach. Start by identifying the areas of your website that need improvement, and then develop a plan to address those areas. This may involve rewriting your content, redesigning your website, or implementing new features and functionality.
When you take a phased approach, you're not trying to overhaul your entire website at once. You're not trying to solve every problem at once. Instead, you're addressing the issues one by one, and making incremental improvements along the way. This can help you stay focused, and ensure that you're making progress towards your goals.
What to Measure After Launch
So, what should you measure after launching your redesigned website? The answer lies in tracking useful conversion and lead-quality signals. These signals will help you understand how users are engaging with your content, and whether they're taking the desired action.
Conversion signals may include metrics such as click-through rates, conversion rates, and bounce rates. Lead-quality signals may include metrics such as lead volume, lead quality, and lead conversion rates. By tracking these signals, you'll be able to understand how your redesigned website is performing, and make data-driven decisions to improve it further.
