Posted by Offer Tsuriel on October 26, 2009
These are ten copywntmg rules from Gerry McGovern (www.gerrymcgovern.com). As you read through these, think about whether these rules apply for other media and also whether you achieve them on your web site.
- Be honest. Paper never refused ink. Web sites never refused hype. If you can’t deliver within twenty-four hours, then don’t promise to.
- Be simple, clear and precise. Time is the scarcest resource, so never use five sentences when one will do. Avoid jargon. People are confused enough today.
- State your offer clearly. What exactly is it that you sell?
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Posted by Offer Tsuriel on
According to Lucy Carruthers, usability consultant at Foviance (www.foviance.com), the benefits of eyetracking are as follows:
Usability evaluations typically involve think-aloud protocols -whereby users describe their thoughts and actions as they carry out a set of tasks. This gives the facilitator a good view of the reasoning and driving factors behind the participant’s actions.
However, some types of behaviours are difficult to measure efficiently with think-aloud alone because participants may not be able to verbalize part of their thought processes and/or because some behaviours never reach consciousness.
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- Never use underline in body text as a reader will think it’s a hyperlink.
- Avoid extensive use of italics as it is difficult to read on screen, but they can add variety.
- Agree a standard for capitalization of headlines and link text. Generally, sentence case: ‘A.mazing new product released’ is best since it is most scannable. Title case ‘A.mazing New Product Released’ and all caps is ugly (and more difficult for readers to scan) . However, all caps can be attention grabbing if selectively used.
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