Jeweller - May 2020
• Corona catch-up: news and updates on the latest COVID-19 policies, plans and goals • Rocky road: how the coronavirus crisis has shaken the international diamond trade • New perspective: managing your mindset amid uncertain times
• Corona catch-up: news and updates on the latest COVID-19 policies, plans and goals
• Rocky road: how the coronavirus crisis has shaken the international diamond trade
• New perspective: managing your mindset amid uncertain times
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FIVE KEY<br />
PRINCIPLES<br />
1. Shift the focus<br />
to what the<br />
business can do<br />
for the customer<br />
2. Explicitly state<br />
core values and<br />
beliefs linked to<br />
the business<br />
3. Use emotional<br />
and personal<br />
storytelling to<br />
engage visitors<br />
4. A strong call<br />
to action is vital<br />
– show your<br />
customers where<br />
to go next<br />
5. Avoid excessive<br />
content or images<br />
and keep the<br />
copy concise<br />
Medicare. Through six unique stories,<br />
Highmark paints a picture of how the<br />
company can attend to the individual<br />
needs of clients.<br />
Why not take inspiration from this and<br />
ask a couple of loyal customers to<br />
share their in-store experiences on the<br />
store’s website?<br />
Their anecdotes will help create an<br />
emotional connection while also making<br />
the copy relatable to visitors.<br />
Take the next step<br />
Don’t create an ”About” page that ignores<br />
the visitors’ interests – they’ve invested<br />
enough time into learning about the<br />
business and how it can benefit them.<br />
Instead, guide visitors towards the next<br />
logical action.<br />
By utilising a strong call to action, a<br />
business has the opportunity to take<br />
that visitor’s hand and lead them to their<br />
next step – meaning potential customers<br />
won’t be lost because they were bored<br />
or overwhelmed by the amount of<br />
information on the page.<br />
An example might be to offer a<br />
downloadable information kit about caring<br />
for pearls in exchange for some basic<br />
personal details.<br />
Keep it simple<br />
It may be obvious, but keep an ”About”<br />
page simple.<br />
Overwhelming visitors with images,<br />
excessive content and trivial nonsense<br />
does not flatter the page and will deter<br />
potential customers from weeding<br />
through the information provided.<br />
Less is often more when it comes to<br />
making a point so don’t be afraid of<br />
“white space.”<br />
Piecing the copy into small, manageable<br />
chunks will also assist readers to absorb<br />
more information.<br />
Consider these five principles when<br />
creating an effective ”About” page. If in<br />
doubt, visualise the customers’ needs<br />
and aim to speak in a language that<br />
addresses those needs.<br />
ARUN SIVASHANKARAN is the founder<br />
of conversion rate optimisation company<br />
FunnelEnvy. funnelenvy.com
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