How to Surface Content that Really Matters to your Visitors
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The document discusses how to surface the most relevant content to website visitors to address information overload. It highlights techniques like automatic landing pages, adaptive navigation, and guided search that can help editors spend less time creating pages and help visitors more easily find relevant information, increasing conversion rates. The goal is to acquire more organic traffic, prolong visitor time on site, and boost conversions by delivering the right content to the right people at the right time through automated and personalized approaches.
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How to Surface Content that Really Matters to your Visitors
- 1. Information overload How to Surface Content that Really Matters to your Visitors David Knipe | Principal Solution Architect | @davidknipe
- 2. The challenge Visits 32,547 Pages / Visit 3.35 Conversion Rate 2.03%
- 3. Customer goals Acquisition Increase organic traffic Retention Prolong visitor stay Conversion Boost conversion rate
- 4. Customer goals Acquisition Increase organic traffic Retention Prolong visitor stay Conversion Boost conversion rate
- 6. SLH – 1 Editorial content
- 7. SLH – 1 70% time saved when creating landing pages
- 8. Arla – 1 SEO friendly URL:s Selected facets Additional facets Editorial content
- 9. Arla – 2 Search results
- 10. Customer goals Acquisition Increase organic traffic Retention Prolong visitor stay Conversion Boost conversion rate
- 12. Smith & Nephew – 1
- 13. Smith & Nephew – 2 Personalized start page based on interest profile
- 14. Customer goals Acquisition Increase organic traffic Retention Prolong visitor stay Conversion Boost conversion rate
- 15. Visits without site search Visits with site search Status for web site search Visits … Conversion rate 2,936,579 19,94 % Visits without site search 2,202,435 15.06 % Visits with site search 734,144 34.94 % Guided search Status for web site search Visits … Conversion rate 2,936,579 19,94 % Visits without site search 2,202,435 15.06 % Visits with site search 734,144 34.94 % Status for web site search Visits … Conversion rate 2,936,579 19.94 % Visits without site search 2,202,435 15.06 % Visits with site search 734,144 34.94 %
- 16. Gatwick – 1
- 17. Gatwick – 2
- 18. Stockholm
- 19. Dustin
- 20. Suunto
- 21. Conclusion Automatic landing pages Adaptive navigation Guided search Make your content work for you automatically Let the landing pages create themselves Great for editors, great for users and great for SEO Tag our content to break it out of the hierarchy Engage users with personal homepages Relevant content increases the chances of conversion Provide automatic suggestions Allow editors to optimise the results for our users If people can easily find what they are looking for they are more likely to convert
Editor's Notes
- So what do these dimensions mean to digital leaders?
- User has signed in We use implicit or explicit personlalistion
- Homepage become a search bar, focused on arrivals and departures. Uses auto-complete to get users to their results quicker.
- Most searched results as navigation elements, breaking the content out its hierarchy. This helps drive our users to the results they want faster
- Shows product information plus related searches
- Suunto make digital sports goods. Mixing product and editorial content
- So what are the things we can do to improve our site for the benefit of our users