Posted on Apr 25, 2019

Digital Prospects (Pty) Ltd

PART 4 OF OUR CRO TIPS

4. BULLET POINTS & LISTS

People love lists and concise sentences. Why? Because they are usually succinct and to the point. Bullet lists immediately tell you that the following information has been broken down into little bite-sized summaries of important information. The reader or visitor to your site will immediately have their attention drawn to short sentences, but especially to bullet lists.

Mix your copy with bullet points, numbers and concise sentences to keep your visitor’s attention. First-time visitors often visit your site to find more specific information, and if they are bombarded by tons of long-winded boring paragraphs, they are bound to leave. Short sentences, bullet points or numbered lists, tables and even graphs, should provide more relevant information than long paragraphs of text. Yes, Google currently has a love affair with content, but that doesn't mean you have to write dissertations to get ranked. Remember that the user experience is also an important ranking factor. Rather break your content up than jamming it all onto one page.

Test the introduction of lists and graphs, and avoid clutter and long-winded paragraphs as much as possible. This will increase your audience’s attention span and greatly increase the chance of them moving onto the next step in the conversion process - clicking that “tell me more” or “order now” button.

Tomorrow we look at call-to-action (CTA) placement and its importance in CRO.
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