Let's face it; a lot of the content we need to write for our business agenda and marketing campaigns can get boring. It often needs organization and a bit of a pick-me-up to encourage readers to continue reading. During our May Marketing Madness Series, we ran attention heatmaps and watched hundreds of Website Session Recordings, just to keep track of exactly what content was engaging visitors. Here is what worked for us to increase visitor engagement times that can work for you too.
Bold, Bulleted Content
I know it's true. We are always pointing out how bold wording and organized bullet points (as well as images below) can make your written content that much more engaging for users. But now we've got the ultimate proof.
What is interesting about the heatmap here below? Most of the attention time is actually not above the fold, but below. There is now no doubt that visitors were really concentrating on the content and drawn to the bold words and bulleted content in this section of the page.
Another interesting discovery. Readers of the attention heatmap below did focus most of their attention at the top and gradually engaged less with the lower sections UNTIL towards the end of the post, when they again heavily engaged with bold, bulleted content.
Visual images, as you know, are great at filling in the gaps and clearing up a lot of questions that content alone might have difficulty answering. Just like a heat map can visually answer a lot of uncertainty about your web pages, so too can an image.
I was also pleasantly reminded of this principle during our series, where much of our content was accompanied with descriptive images. As I sat watching visitor recordings with my open bag of popcorn, I was able to see how visitors actually engaged with the blog homepage.
Many visitors would scroll down, get a double take of an image they missed and wanted to know more about, and then continue scrolling down. Because of the images, visitors were encouraged to invest a bit more of their attention to the actual written content, as opposed to only the simple scrolling they thought they had limited time for before.
Here are some top images from our series that encouraged visitor engagement.
If the presentation of your content is attractive and easy to follow, visitors will likely stick around to read what you have to say, no matter where it is located on the page.