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Optimize Your Copy for Skimming and Scanning
Posted By Daniel McGuigan On July 9, 2008 @ 5:28 am In Improving Conversion,Persuasive Copywriting,Persuasive Design,Usability | 16 Comments
Copy is one of the most crucial elements of any E-commerce site. And while most discussions of Web copy focus on creating great copy, it’s also important to ensure your copy is formatted for the online world.
Great copy that comes in dense blocks of text often never gets the chance to convert visitors because it never gets read.
Most Web pages – as well as the copy on those pages – are skimmed and scanned  before they’re read. Web visitors want to make sure they are in the right place and reading the right section or content before digging in. So making a few easy formatting changes can yield some huge conversion improvements by allowing visitors to easily orient themselves to your content.
We pointed out how Amazon did this  earlier this year, and now, we will give you a few other strategies and steps to optimize your pages for skimming and scanning.
These are a just a few simple changes that can dramatically improve your Web visitors’ ability to skim and scan your text, and find the information important to them. Not only does this make visitors happier, it makes them more confident in purchasing from you. As a reminder, you should test almost any changes you make on your site, but this is a great area to get started on and can bring back some really good results.
Editor’s Note: In fact, one of Dan’s clients increased his conversion by 24% by reformatting their page for skimming and scanning.
Article printed from Conversion Rate Optimization & Marketing Blog | FutureNow: http://www.grokdotcom.com
URL to article: http://www.grokdotcom.com/2008/07/09/optimize-your-copy-for-skimming-and-scanning/
URLs in this post:
 Image: http://www.psychotactics.com
 skimmed and scanned: http://www.clickz.com/showPage.html?page=1556331
 Amazon did this: http://www.grokdotcom.com/2008/04/03/amazon-usability-testing/
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