Writing for the web
My language test
I recently ran a test using a optimizer tool. It was a A / B test that compared two different versions of my home page. 50% of the time people would look at one version and 50% the users would see another version. This morning, I completed it. With a strong level of confidence the test confirmed that the short version of my web page http://www.claritaslux.com/ showed a 90% improvement over the long version of my page. When writing for the web realizes people will give you maybe 10 seconds at most before they decide if they want to stay.
The language I used for my website
The language I used in the shorter version was also clearer and more step by step – hand holding. I think this is a good way to write as the readers, including myself, when they land on a page are often easily confused. When writing for the web be simple.
Now two big qualifications. 1) I was testing to see if users made it to my ‘Learn Russian purchase’. Since I do not have LearnFast Russian complete yet, I do not know if the long form would actually result in less sales. 2) On the long form people stayed on the site longer. So I can declare improvement but only when my product is ready, will this be a confirmed victory.
However, given the fact that 90% more people went to the purchase page with the short form written in a clear, simple, “hand holding way” (I need this ‘hand holding’ style myself, when I land on web pages as I am often disoriented and do not waste my time to figure out what the page is about though all the clutter). Therefore, when writing for the web, I will use this short style, and further set up a new test for a different type of page.
My recommendation when writing for the Web
- When writing for the web be clear and simple – use lots of white space as readers scan rather than read the web.
- Consistent grammar and word usage
- Know the person who lands on your page will be disoriented, therefore, guide them and help them
- Do not write at them, write for them.
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