Reducing content can lead to more engaged users and a successful website.
Everybody is using a Content Management System (CMS) nowadays. But instead of really managing content, most of the companies I have worked with only use it to add new content.
Over time their web pages grow larger and larger and this only makes it harder and harder for users to find the information they are looking for.
Gerry McGovern, who was a keynote speaker at our Netcentric Summit 2017, has been measuring how successful and how fast users are able to achieve their top task - the reason why they visit your page - for years.
Here is just one of many examples he gives us: A Nordic bank was able to dramatically increase the page views of their product pages (+520%) by reducing their website content by half, and then by showing personalised offers only after the customer achieved his or her top task.
How much more successful could your page be with less content and a better focus on the user needs?
Having a lot of content which isn’t relevant for your users is harmful for many reasons:
How do you know if your website suffers from content obesity? Here are some ideas to start with:
If you find a huge amount of outdated or unvisited pages, you should start a spring cleaning event to reduce the information to noise ratio and help your users to achieve their tasks faster.
Following a few steps makes it easy to avoid content obesity in the first place:
- We believe that … (write your believe statement here)
- For … (state who it’s for)
- We will see … (what outcome you were expecting)
- Because … (why you believe this will happen)
- We will know this is true when … (measurable results to expect)
Use the power of your CMS and Analytics tool to set up workflows which will do the hard work automatically for you. They can check if ...
When any of these cases prove to be true, the system will inform the content owner. The content owner will then have time to make a decision:
If the content owner is not reacting in a defined time, the system will inform the manager. This way, you can make sure that the system is working even if the content owner has left the company.
In addition to the automatic workflows, you should also carry out manual user tests regularly. A good thing to check on is how successful users are able to fulfill their top tasks and how long they need for it. This is a good KPI to optimise for. To get a benchmark you can also run these tests on competitors web sites.
I know content processes can be very complex. Often many stakeholders and 3rd parties are involved. But excuses don’t help anymore. To stay relevant, you have to deliver the content the users need most. Others will sure do.
At Netcentric we can support you with:
Gerry Mc Govern - Top Tasks: http://gerrymcgovern.com/