One of the great benefits of working at ion interactive is working with great people. One of those people, Scott Brinker, came up with R.E.A.D.Y framework to use as a guideline for creating conversion-focused content experiences. The R.E.A.D.Y framework stands for Relevant, Engaging, Authoritative, Directional and Yield Optimal. Each word actually has a subset of options that can help guide you to creating extraordinary landing pages, microsites, and SEO content. As you kick off 2013, resolve to use this framework for evaluating your existing and new content experiences…resolve to be READY.
Let’s start off with Relevant. It should go without saying, that your landing experiences should be relevant to what the end user is looking for. We all know that content is king, and putting the very best content you can is the first step in the Relevant category. Relevant also has another action, to keep your conversion experience from straying from it’s focus point. From the first click where your offer is shown to the end user coming to the call to action, your message needs to be relevant and focused.
An Engaging experience helps the end user connect with the message you are trying to convey. Do you want them to sign up for a newsletter, or start down the sales funnel? How are you going to steer them to a call to action? If you engage with the end user, either emotionally, or on a rational level you are starting to win them over, and lead them down the path to a conversion. Engaging content/pages has another benefit by increasing interest and reducing the bounce rate.
The A in R.E.A.D.Y stands for Authoritative. When it comes to conversion optimization, one aspect that stands out among the pack is being an authority. Being an authority in your niche means competitors, influential people, and potential consumers will look to you as an authority figure. This is a great way to build relationships and gain customers.
Getting your end users to complete a goal is Directional. You want to gently guide the end user along your funnel. That means no distractions, clear concise directions, and relevant information.
Lastly we are at Yield Optimal. As Scott has said, you want to create a hypothesis on what action you want your end users to perform. Do you want the end users to fill out a form or do you just want them to click a link? What defines sucess? These are the types of questions you want to ask when you are creating an A/B or multivariate test. Yield Optimal has another aspect, making your pages as optimized as possible for your goal. Always be testing. Test test test, and then test some more.
By using the guidelines of the R.E.A.D.Y framework when you are planning your content experience, you will be able to produce highly Relevant pages that are Engaging, Authoritative, and Directional. Lastly, you will test test test to find the right combination of elements to Yield experiences that get results. Resolve to be R.E.A.D.Y in 2013.