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Transcript of The Micro-Moment
Writing User-Friendly Content
Use the words your users use. ...
Chunk your content. ...
Front-load the important information. ...
Use pronouns. ...
Use active voice. ...
Use short sentences and paragraphs. ...
Use bullets and numbered lists. ...
Use clear headlines and subheads.
UH traffic - January - May
UH Alumni/Giving mobile traffic
2013 - Alumni
2013 - Giving
2014 - Alumni
2014 - Giving
2015 - Alumni
2015 - Giving
Why it Matters
People read differently online than they do when they read print materials -- web users typically scan for information. In a study of online reading behavior, Jakob Nielsen found that
on the average webpage, users have time to read at most 28% of the words during an average visit; 20% is more likely
Importance of Being First
When they decide to read the page, users pay the most attention to information at the top of the page
Reading 1st paragraph
Reading 2nd paragraph
Reading third paragraph
Reading fourth paragraph
Users are typically rushed when using their mobile devices.
Research has shown that it's 108% harder to understand information when reading from a mobile screen. Content comprehension suffers when you're looking through a peephole, because there's little visible context. The less you can see, the more you have to remember, and human short-term memory is notoriously weak
40,967 (23%) visit the Giving home page
23,212 (37%) visit the Alumni website
From their phone
Google and Gartner
Smartphones allow us to act on any impulse at any time. We take immediate action whenever we want to learn, find, do or buy something.
82% of smartphone users turn to their phone to influence a purchase decision while in a store.
62% of smartphone users are more likely to take action right away toward solving an unexpected problem or new task because they have a smartphone.
90% of smartphone users have used their phone to make progress toward a long term goal or multi-step process while “out and about."