Friday, December 25, 2009

Navigation with simple words versus attention grabbers like "Train your mind" or "Stress free strategies" - SALES PAGES - TIP

another essential question...

What's best?

Using a rational logical list of words

Or using appealing and and attention catching list like: "stress free strategies" or "train your mind"

Of course the second option works much better in waking up an emotion and desire.

Simply listing a lits of mind topics does not work too good because no emotion is created!

It triggers the rational part of the brain. There is little energy in it.

This fact was already proven many times in the past... Time to apply this to the site!


The perceived value of your products when you simply offer a page of resources - SALES PAGES - TIP

This one is an essential one!

It is now clear that when the landing page simply presents a list of links, the perceived value of the content might not be too high in terms of price perception.

For instance, if it is a set of articles rather than an e-book, the perceived value drops because a visitor is used to have articles presented for free.

It is the same with forums or blogs.

You simply don't usually pay to access these.

On the other hand, e-books can be both for sale and in free access.

Same for videos and audios.

DVD's on the other hand usually mean for sale.

Same with CD's.

The conclusion is simple: if you want to sell a product, it is ESSENTIAL that you present it in a format that a visitor will be inclined to buy.

My feeling is that selling a set of articles rather than an e-book is probably 5-10 times harder.

Conclusion?

Beware how you present your content! presenting it in a simple set of links to articles might send the wrong signal and the perceived value of your product might drop instantly!

Sunday, December 20, 2009

Remove distractions on the page - USABILITY

This is about content pages.

In most website, you will have a whole diversity of content on the page and the valuable is lost in a cloud of hype call for actions.

the worst are the adsense site where content is presented in the most unattractive way to force visitors to click on the most appealing ads.

In the past, I experimented with the same idea before realizing that what I was doing was NOT a service to my visitors.

It was confusing them.

Now, I tend to simplify IMMENSELY the way the content is presented.

That's the idea for the new pages.

general navigation bar above the content.

topic navigation bar on the left side.

All that is left is links in the center directing to the content pages (e-books,videos , audios, articles, etc)

It feels MUCH better now!

Merge sales and member pages - USABILITY

In the last 3 weeks, that's what I have been busy with:

Simplifying the site and making sure that visitors have an energizing and frictionless experience on the site.

A frictionless experience means that you find out what you are looking for without effort.

You arrive on the site. It is clear and easy to get what you need.

In the past, I had two four types of pages on the site:
  • Directory pages
  • Sales pages
  • Free content pages pages
  • Member access pages
  • Member content
The process in the last few weeks has been to create a different flow by merging sales pages and member pages.

This whole merging minimalizes the sales elements on a page and sends both members and non members to the same page.

When a visitor clicks on one of the links on that page, they are directed to a login page where they can either login or purchase a membership.

I started by updating pages with little traffic to see how that feels.

the result in the clarification and flow of the site is amazing!

In other words, I love presenting the content in that way because it simplifies everything for me and the visitor.

Instead of having 2 navigation systems on the site (one for members and one for non-members), I have now just one navigation system for both members and non-members.

It simplifies EVERYTHING.

The next step or challenge is to see if anything needs to be added to these content pages so that non-members take the step and do become members.

That's the top challenge left right now.

Honestly, EVERYONE would do without the sales pages and be presented with a clear content DIRECTLY if this works.

That's what I am exploring NOW and I will be testing this over the next few weeks.

Here is the goal or the experiment:

present the content without sales elements and see how the non member visitor responds when confronted with the choice of simply signing up.

To be followed...