Website optimization

vintage_health_biscuit_ad_posterWhen visitors arrive at one of your pages and spend some time consuming the content, how many of them stay around for the second course? Yes, it may be too early to expect them signing up for your newsletter, but you should do your best to create incentives for exploring other pages on the site. Now, there is always hope that one of the site’s categories or a sidebar link will appear interesting to the visitor and they will follow that lead. Better yet, make it a goal that every piece of content that you post contains a link to another page that is relevant. Which exact page you link to may be subject to testing, but there is one very important trick you should also use. Employ social proof! Don’t just say “See also: <insert link>,” instead consider phrases like “Visitors who like this page also enjoy reading: <insert link>” or “People who are interested in this subject also like to read about <insert link>.” Of course, you must try to stay objective and fair. Don’t try to push your visitors to a page that does not really have anything to do with what they have been reading. You must always deliver on your promises, so it may be best to point people to the pages you for sure know to be popular across the board. Just try to vary the wording a bit. Nobody likes to see robotic pages.

So, go through your site’s pages any see which ones don’t have any suggestions regarding what the visitor should do next. Implement this tip and enjoy the traffic on your site that has just become “stickier”.

If you found this information useful, you should consider learning how to improve clickthrough rate by optimizing the number of words in links.

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Do you have internal (or possibly even outbound) links on your webpage that you really hope your visitors will follow? Sometimes a slightest change in the wording will help crease the link’s click-through-rate (CTR), so every piece of information on how to structure anchor text is extremely valuable. According to one study (Spool, J. et al. 2004. “Designing for the Scent of Information”), the number of words in a link makes a difference. How big of a difference? That depends on your overall traffic. But it is pretty clear that the sweet spot is somewhere between 11 and 8 words per link. It is important to remember that the link text must be well written! Do not pad it with words just to reach the optimal count. Rather use this knowledge in combination with other factors, such as giving priority to keywords and identifying the value that your visitor can expect to find on the linked page. Also, you should understand that the magic number includes stop-words (and, the, of etc.), and such words should not overload your anchor text. At the end of the day, A/B tests will help you nail down the right link text, but definitely keep this tip in mind during the initial copy writing process.  Did you notice how many words I used in the title of this post? It worked, because you are reading it!

You can also improve your site’s stickyness and credibility by using a logo.