The secret ingredient in sticky websites and great content
New study on web sites reveals what engages and retains the visitors you want
Results of a study on web sites made recently by an independent group on behalf of Facebook are now in — and they re-confirm what we preach repeatedly here: that sites having content which visitors can most easily identify with, and relate to on a personal level, are the most effective in engaging those visitors, holding their attention, achieving their recall and motivating them to return.
In other words, the mission we all want our sites to accomplish.
We’re delighted that these findings are so consistent with our own religious belief that marketing content of all kinds, online or off, must speak clearly and directly to the real-world issues of customer problems, ambitions and aspirations. And it must be carefully framed in customer terminology–their vernacular, not yours–spotlighting the problems and challenges that real customers grapple with in their world every day. This means taking your content a step beyond product descriptions, case studies, whitepapers and technical briefs that dissect the problems besetting the kind of customers you’re pursuing — and letting buyers describe exactly how your offering delivered real, measurable solutions in the circumstances your visitors (readers) can easily identify with. The more personal and identifiable your content is, the more engaging and harder working your site can be.
In an era of incredible info overload, AKA “big data”, it’s encouraging to see research findings confirm that some content really does find its way into human memory. The caveat: to know all you must about whom you’re targeting to the point that the topics you select and the way you present them are memorable. Another word for personal.
Are you satisfied with your site analytics and metrics today? Your conversion rate? How do you keep your content consistent with customer preferences and interest? How can you make it more personal?