In UX Bites #12, we’re joined by Alan Meban of FactcheckNI to discuss content that drives engagement, conversion and retention.
Driving engagement, conversion and retention with content
Video: UX Bites by Fathom webinar 12 ‘Driving engagement, conversion & retention with content.’ Find this webinar and more on Fathom’s YouTube channel.
Q1 Do you have any tips on UX practices to make content more concise and scannable?
A1 An off–the–shelf answer is difficult because writing content is a craft and can’t simply be summarised by a list of dos and don’ts. That said, there are definite practises which help with readability and engagement with content.
Keep the length of your posts appropriate:
• Shorter is better
• Use good information architecture to let users read to the depth they wish
• Use good internal and external linkage throughout the prose
Ease the reading load on the user:
• Use subheadings
• Use numbered lists
• Use bullet points
Consider the visual impact of the process:
• Key paragraphs short
• Vary the styling or formatting of prose as the user reads down
• Break up the prose with suitable imagery and other media
Q2 What are the best methods for testing content?
A2 Perception testing is a method whereby you show a user a prototype of a product and ask them relevant questions. These questions vary from product to product, but might include:
• What is on offer here?
• Why is this product better than x?
• What should you do next?
This kind of testing focuses on the clarity and simplicity of the content.
Analytics and A/B testing are when different content options are displayed to different users, and their behaviours are monitored. It seeks to explore which content variation causes the greater number of users to behave in the desired fashion. Typical variances include headings, content styles and calls to action.
This kind of testing focuses on the performance of the content.
Q3 What useful tools would you recommend for fact–checking?
A3 It would be remiss of us not to encourage you to use FactCheckNI’s excellent online fact check toolkit. The toolkit outlines good questions to ask, excellent fact check resources and a directory of fact–checkers globally. On the same page, you can also find excellent opinion pieces on the characteristics of factually questionable content.
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