Conversion focused copy-writing
Transcription
The product’s title has done its job. And the shopper has landed on the detailed listing page images, pop up a sea of copy fills the page advertisement standard. Call to action. Graphic buttons are trying to entice a shopper to take action. How does a consumer focus and navigate through all this clutter and stay engaged?
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A simple methodology that can be used is a five second glance test. The five second test is commonly used by brands to test whether a webpage is effectively communicating the intended message. In simple terms, it conveys the shoppers first impression when they land on the page and what information they are able to take away within that first five seconds.
It’s helpful for a brand to determine if their message is easily digestible and on-point within only a few seconds. This is especially helpful in e-commerce platforms like Amazon, where there are so many competitors lurking in the background, ready to snag the sale. When having an Amazon detailed listing page analyzed, you can include questions for the test taker.
Like what are the main elements on a page you recall? What is the product being sold? Who do you think the product is intended for? What was your first impression? Would you stay on the page to learn more or would you leave when having an Amazon store page analyzed, you can include these types of questions.
What is the overall tone of the brand? Who is the brand’s target audience? What kinds of products does this brand sell? Does the brand seem trust worthy? Have you ever heard or purchased anything from this brand before? These questions are just a few suggestions and can, and should be tailored to meet your brand’s expectations.
Use the insights, the test takers provided and rework the page, and then retest again with a new and fresh lot of test takers. Five seconds is long enough for a shopper to develop a first impression. An online shopper is bombarded with incoming communications messaging and pop-ups that they can easily be distracted.
Plus most online shoppers have multiple sites open at once a smartphone. A lot of digital tools that keep them connected to communication at all times, this leads to disruption and distraction. Your brand’s key messaging points must make an immediate impact. And in only a few seconds, put your brand above the competition and help to uncover what key points are missing.
A simple usability testing technique. Like the one outlined can leave your brand, feeling confident that your content pages are easy to understand and provides the essential information. It will help your brand to measure the effectiveness of the content it is delivering. And if the shopper can recall it.