Search Case Studies by Pallab

Wednesday, 19 March 2014

How to Score Performing Content and Optimize CTR% from Responsive Web Pages? #pallab for @blogs4bytes

Engage with #Hash_Dash for #ContentScore on Web Pages to Optimize #CTR via @blogs4bytes //
Content Score on Webpage Optimize CTR +hshdshDGTL 
Probability scores of user interest intent in engaging with the content in webpage redefine how visitor activity is perceived. 

Creating website content & sections on the layout of the homepage followed by other pages including landing page designs must be suited to a users liking. 

Knowing what the user is looking for from product or service domain and perceiving long detailed keywords within the content is already cited as essential guidelines by search engine algorithms. 

Keeping this in mind and delivering the attributes of your visual storytelling style is the key to higher click through from visitors.

Top Performing #Content is Key to #Conversions in the Long Run #pallab via @blogs4bytes //
Top Performing #Content is Key to #Conversions in the Long Run +Pallab Kakoti for +blogs4bytes 
Visual storytelling is already a legend in the new digital age owing to its ability in capturing the user’s intent in engagement by keeping the process of the user perceiving the information displayed on the webpage quickly & easily. 
This appeal in interest from the visual representation backed by catchy headlines or titles gives the visitor “enough time” to consider engagement. 

This shift in time from the visitor is a positive to drive interaction from the visual signals aimed at better click through from the webpage. 

Follow up the rich visuals & interesting headlines with intriguing elaborately crafted content phrases indexed with conversational long tailed keywords. 

These again ensure that on-page SEO guidelines are neatly grafted for inclusion and are attributed for scoring by the elusive PageRank mechanism.

Coming back to probability scoring, the objective is to therefore determine what the user is looking for when they search for a brand, product or a service
The objective can be to create a trust factor about a brand that will trigger a boost in confidence building measure before approving to buy offline, register a product purchased offline to claim ownership & anticipate warranty assurances going forward or say simply sell a product online. The objective varies.

The good part is the brand knows what the objectives are for them. If they do not know so, that is the first thing they need to before drawing the lines of campaign designs, marketing budget, social selling or conversion analysis. 

The basic to great story telling is in knowing what is expected by the user and then define design development norms.

Now that the website know what the objectives are, the stage is set for bidding probability scores based on content ratings on point scales to indicate what sections goes into the webpage sections defined by banners, headlines, links, articles, blog, social connect & so on.

Every responsive webpage design can be attributed by percentage scores of likeability & engagement interest from the visitors. For example, refer to the following layout where the assumed probability scores are indicated.

#ProbabilityScores. tw / g+ / fb

#ContentScores. tw / g+ / fb

#ContentEngagement. tw / g+ / fb

#ProbabilityScores for blogs4bytes Responsive Homepage
#ProbabilityScores for blogs4bytes Responsive Homepage
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Banners @ 16%
Denoted by blue line

Headlines @ 14%
Denoted by red line

Articles @ 12%
Denoted by green lines

Video @ 10%
Denoted by yellow line

Links @ 10%
Denoted by red dotted squares
Footer @ 8%
Denoted by grey line

Social Media @ 5%
Denoted by orange line

Social Board @ 5%
Denoted by purple lines

Tweet Feed @ 5%
Denoted by purple lines

Remaining @ 8%
Denoted by black dotted squares & black lines

The 8% can be used to incorporate additional feedback by changing the scoring attributes mentioned above. On the given responsive design chart, the remaining 8% probability score for content engagement is used for inbound & outbound links using rich images/icons.

Based on objectives different content sections are created varying from product introduction, why the product, what are the product advantages, why buyer will love the product, what are the post buy assurances associated with the product and so on.

Contents are then formulated to meet these desired expectations with focus on keeping them short, catchy, easy to perceive & quicker to relate.

These content sections are rated based on point scale or star ratings as indicated below.

Content Format / Link Importance Ratings:
  • 3 Stars indicate Higher Importance
  • 2 Stars indicate Lesser Importance
  • 1 Star indicate Least Importance

For example, based on a client review meeting, the following content engagement scores were grafted after evaluating all the information required for display on the full width responsive design homepage.

  • Banner for Digital Marketing & Content Curation
  • Products / services
  • Expertise with case studies
  • Brand videos
  • Articles & Links
  • Social Boards
  • Footer Navigation / Quick Links / Blog / Landing Pages
  • Social Sharing
  • Social Updates / Tweet Feeds

After many deliberations between marketing, content strategist, visual storytellers & designers the following content engagement ratings were prioritized & finalized based on the overall marketing objectives & brand goals for the responsive design in reference here.

  • 3 Stars for Product Introduction / New Launch / Promo Scope - Banner for Digital Marketing & Content Curation
  • 3 Stars for why buy the product from them - Expertise with case studies / hashtag marketing defined
  • 3 Stars for what are the product advantages? - Products / services including Social Selling, Social Conversions & Native Advertising
  • 2 Stars for why buyer will love the product – Videos Articles & Links
  • 2 Stars for profiling visitors to optimize next visit experience + social connections + social sharing
  • 1 Star for what are the “post buy” assurances associated with the product – Social / Updates / Testimonials / User Interaction / Links
Which section will come within the banners, links, articles & other attributes as mentioned above for the given responsive webpage design will be determined by bidding their inclusion based on the content ratings to improve click through.

The challenge is to corroborate the final layout of the webpage based on valid discussions, arguments, rebuttals & resolutions from the page creators & the brand.

Once the layout is grafted based on the theory of probability score of the user’s interest in engagement intent and the objective derived & formulated from the content rating process, the visual storytelling agenda takes centre stage.

The probability scores of the webpage sections and the content ratings will determine the amount of detail that must go in to the final design layout. The goal of the visual storytellers is to trigger interest, elevate intent signals quickly & impact engagement with better click through from a responsive design for the brands.

The finality of the webpage layout will be categorized by bidding the content ratings based on the importance of the information offered and the call to action expected from the visitors. Higher probability scores for sections like banner & articles as indicated above will include content with a higher rating.

Probability Scores vary for different responsive layout and is an assumed score based on the webpage interface. 

Content ratings are categorized based on the objective of the webpage and what information will be shared. 

The scope for probability scores & content ratings responds better with responsive layouts owing to full width, multiple device compatibility with the approval of search engine guidelines to vindicate technical reasoning. 

The exercise is aimed to draw user attention faster allowing them respond quicker and engage better with the webpage.

Title: Probability Scores for Content Engagement with Responsive Designs
By: |
Category: Responsive Designs
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