Content marketing is one of the most popular ways of advertising chosen by marketers. But what it exactly is? It’s a process of creating valuable content to attract the audience and distributing it on the website and outside (which is an excellent method to ensure natural links). This strategy enforces unceasing website content improvement, testing, and measurement.
But what if we reject the rule that rich content increases conversion and start to focus more on measure how people behave during website browsing? Conclusions may surprise you because people don’t expect rich content, they prefer when the page is functional instead.
Inspired by a case study described on Kissmetrics blog I decided to share an interesting case we had had to do with. It’s based on our website before and after all the changes provided and how it affected the conversions noticeable in Google Analytics.
Content Reduction – Is Tt A Way To Increase The Conversion?
In this particular case, we talk about the conversions measured by the number of registrations on the website (signing up for a free trial). In October 2015 the following changes on our website were provided:
- we simplified and shortened the content,
- we resigned from some of the graphics,
- we optimized the website navigation paying particular attention to the integration (linking from knowledge base subpages and blog posts as separate website sections),
- we resigned from other distractions to attract the attention to text only,
- we increased the number of places where you can register on the website,
- we reduced all the references to a minimum,
- we moved the features descriptions to other website sections ad shortened them.
We tried to make our main page less complicated by reducing the number of elements (and content reduction as well). Based on the statistics, it was the most viewed part of the whole website, the most efficient in conversions, it was pointed as a link the most often and caused the highest organic traffic.
We realized that the more attention was paid to explain the features, the less understandable was website and the rules how software works.
It forced us to think if showing all the information on the main landing page affects potential customers to convert? Soon we found out it doesn’t work that way. That’s why we decided to turn our website into less complicated one.
This screen above comes from web archive, that’s why some of the graphics can’t be seen.
The new website is clearer because we have resigned from distractions. Here are the new website visualizations below:
Integration subpages were simplified as well (even more than main page), because based on the research they also attracted potential customers attention. Look at the old one and the new one below:
Here are the results noticed two months after layout and content change:
- People spend less time on the website,
- There are more registrations during the first visit the website:
– The old website:
78.75% registrations (first visit on website),
14.30% pa(move on to another subpage),
3.53% (move on to the next subpage),
– And the new website:
81.28% (first visit on website),
11.84% (move on to another subpage),
3.53% (move on to the next subpage),
- The number of registrations on the main page increased:
– the old website: 13.29% users registered directly on the main page,
– the new website: 22.06% users registered directly on the main page,
- The position and organic traffic increased (it don’t have to be associated with layout change, but it’s worth mention).
Content reduction shortened conversion process significantly. Users spend less time on the website and passes do the conversion immediately. It increased the conversion on the main page by 66%.
Along with changes some of the pages stopped working, but so it was necessary to create 301 redirects.
The way of how potential customers are informed about product features has changed because people get all the details after signing up. Accordingly, it is a good practice to send an email with “How It Works” or “Features” references.