How to conduct the text usability analysis
The more interesting is a narrative, the more users will stay by you, which is a positive sign for search engines and site ranking.
In this article, we will talk not about texts and notes in blogs — although they also considerably influence the promotion — but about the e-commerce landing pages content. In this case, the usability-analysis includes at least eight criteria.
The main characteristics of the high-quality content
In most cases, content uniqueness analysis is conducted via online services. Completing this task manually is quite a difficult and time-consuming procedure. Therefore, there are specially developed services that identify how original are the texts and what sites or pages contain plagiarism.
One of such services is Copyscape. It's fees and registration free. You just follow the link, enter the URL of the page you'd like to check and start the analysis by a click as it is shown in the picture.
Target audience correspondence
Your content has to be adjusted to your customer — a person who consumes your goods, services, etc. The main thing you have to remember is that your text must be interesting for the clients and involve them from the first line, but not from the middle of the text. For users, it's enough to have a look at a couple of lines to understand whether to continue reading or to get back to the search and go on looking for something better.
Kids wearing online store has another target audience, so here you have to talk to moms, as they are your direct clients. By the same token, you have to work on your site content.
It's important to identify how quickly visitors understand what is spoken about, what is in a lack, and what is to be removed or added. A second opinion is essential. Usually, interviewing three or four people is enough to see that your potential clients have similar ways of thinking and viewpoints.
Text must sell
Block structure and readability
The main target is to avoid your site looking like plain text. Entering a page, users visually assess whether it's what they are looking for. And if they don't get the answer at once, they leave the site. Act concisely, brief, and logically while answering the client's question leading to the purchase step-by-step.
Illustrative tables, charts, and diagrams also give positive influence.
List of advantages
Divide the landing pages into separate blocks. Each of them has to contain a particularly selected content. For instance: testimonials, clients, tariffs, services, discounts, etc.
The less text, the better
To determine the optimal amount of words which is the best for publishing, you need to study the most successful competitors within your niche and estimate what text volume they use. To save your time and avoid doing this manually, you can use the Text Analysis tool in Serpstat.
The tool analyzes top-15 competitors in terms of a phrase, shows the min-max and expected text length, and gives advice on how to distribute keywords in Title, H1, and Body.
- correctly completed Title, Description, H1-H6 for every page;
- optimized images;
- control of the texting spam score index and keyword stuffing.
Keyword stuffing means too often repetition of the same word. There also shouldn't be senseless words and constructions.
These indexes determine the quality-level of the text, which can be easily identified with special tools. For example, Copywritely tool perfectly suits for completing these tasks. Moreover, it helps to determine the uniqueness of the text and shows various grammatical errors:
Feedback widgets and other tricks
Such fields as "First name", "Second name", "Address" and others may frighten the customers. Who wants to share personal data with an unknown company? It's especially relevant in some specific niches like intimate goods.
The main task of the form is to provide a quick connection between you and the client. So, entering the phone or email is pretty enough. And your task is to reply to the request as soon as possible.
To improve communication and make the responses faster, many people use online consultant tools. Sometimes it's integrated into popular messengers.
Conduct the content usability analysis: whether it is well-structured, logical, and readable. Don't forget to describe your advantages, provide solutions to the customers' issues, and stimulate the reader to do the target action.
Avoid the plain text and set the limits of the text size. To do this, you can use "Text Analytics" in Serpstat.
Pay your attention to some technical and SEO parameters and other tricks that are popular in your niche, for instance, callback form, live chat, like and dislike buttons, etc.
For large projects with thousands of unique pages, you can opt for the useability analysis in a web-studio. This will save your time. However, not money.
This article is a part of Serpstat's Checklist tool
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