One of the basic concepts that all online marketers need to learn is understanding how people read online. And that most people do not actually read, they scan.
We have talked about in the past that the “above the fold” or top section of your page is the most important. This is where you will either grab people or not, to scroll down the rest or part of the rest of the page. However, since we want to keep our readers on our own pages as long as possible, (understanding that we are talking about seconds and minutes), the next best option is to have them click out to another page of yours.
So let’s outline the priorities of where we want to direct our readers to go once they land on our page.
- Top priority–Buy something from our page.
- If they don’t buy immediately, then read down the page, and buy something later.
- If they do not do either of these two things, then click off to another page of ours where we can start over.
This outline then gives us three chances to capture their attention and have them earn us money on that page with the potential that they will land on another page of ours, and we get more chances.
Remember that we are assuming that they have landed on our page because they are a targeted audience that came from search engines because they were already searching for our topic, so they should be interested in our topic.
The longer you keep your reader’s attention, the better a chance you have that they will end up buying something from your page. So you do want to keep them looking for more information from one of your click opportunities, yet you also want to guide them as best as you can to a profitable outcome for you.
It may be that readers who land on your page will only read the introduction. That is why I like to offer at least one link out of the lens in the introduction. I also like to put at least one more link out of the page in the first or second module under the introduction. This strategy may not work in all cases, but it is a good strategy to keep in mind if you want to earn money from your pages from sales, not just lensrank.
I also like to put a last opportunity to click out to another of my pages near the end of the lens, to give them one more opportunity to look at one of my pages. And frankly, I do not give them too many choices. No more than 5, and often no more than 2. Too many choices just confuses people, and they do not pick anything. I always assume that all of my readers are new to Squidoo, and have never navigated a Squidoo page before. Obviously, that is not true, but that is how I write the pages, in order to think like a newcomer. I don’t want to assume that the reader knows how to get to the next place I want them to go.
Remember that you are in control of what is on your page, and it is your job to interest your reader in order to keep them there as long as possible.