RU2693311C1 - Method of bringing information to user of website - Google Patents

Abstract

FIELD: physics.

SUBSTANCE: invention relates to bringing information to a user of an Internet site in order to most effectively sell goods and services. Method comprising demonstrating advantages of goods or services through block-by-block scrolling when web page blocks replace each other at a click without using classic page scrolling, wherein each thematic block of the web page is displayed on the entire screen, which enables to prepare the corresponding content in the most successful for reading place, determining the level of involvement of the visitor of the Internet site, where the user's view will be, and when the visitor of the Internet site is maximally involved and which is calculated based on the statistics collected on each unit of the web page, showing the capture form, with the help of which a visitor of an Internet site can perform a conversion action having several routes of a visitor's movement at presentation and showing him different slides depending on his behaviour and activity.

EFFECT: technical result is higher conversion of Internet site to demonstrate advantages of goods or services through block-by-block scrolling of web pages.

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Description

The invention relates to a method of communicating information to a user of a website for the purpose of the most efficient sale of goods and services.

The closest method to the claimed invention is a method for evaluating the effectiveness of using a search for geo-objects and a system for implementing the method, patent for invention RU 2550547 C2, G06F17 / 30, G06Q 30/02.

The disadvantage is that only an estimate is offered, and for mobile versions of Internet sites.

The technical result of the claimed method is to increase the conversion of the website to demonstrate the benefits of goods or services through block scrolling of web pages.

Presentation sites are blocks of web pages presented in the form of slides, as in presentations - marketing trends today.

Their main difference from the usual site is the interaction with the user: the presentation sites do not have the ability to scroll the page - all slides are switched when you click on the button or arrow "Forward" and "Back" on the computer keyboard.

As it turned out experimentally after research, it increases conversion (this is the ratio of the number of site visitors who performed any target actions on it (hidden or direct instructions from advertisers, sellers, content creators — purchase, registration, subscription, visit a specific page of the site, go to advertising link), to the total number of visitors to the site, expressed as a percentage).

If regular sites can consist of pages (with text, graphics and links), and the pages themselves are of arbitrary blocks (such as, for example, single-page sites with scrolling (landing), then the presentation sites have only one page, which consists of quite specific a block that occupies the entire screen of the user and a button (at least one), by clicking on which a transition to the next slide (opening a new block) occurs. There are no scroll bars (the usual way to switch slides).

Why presentation sites work better:

• Minimum text and maximum graphics for better user involvement in the process of interaction with the site.

• We can maximize the user's control. Since the user's view is always centered on the center of the screen, his level of involvement increases (we always know that he will read the information we offer.

• Intriguing text on buttons prompts a person to click and read on. Thus, we remove from him the question “What should I do next: scroll down? Or follow the links in the menu? ", Offering the only sure way - to click on.

• Accuracy. The ability to determine the area of "care" of visitors. On a regular website, this can be done using the Scrolling Map tool, which gives a very general idea of what block of visitors leave the site after. In the case of presentation sites, we track the audience by visiting each slide, so you can accurately identify the slide, after which most of the audience completes the view, and change it.

• The presentation site may be multivariate (one or another slide is shown depending on the option selected by the user, for example, the tariff). In this case, the client’s marketing route is built according to the rules of web merchandising, and the weights of the pages are worked out to determine the level of involvement.

• Each slide has its own unique “weight”, thanks to which we can accurately detect the level of user engagement and at the right time show the forms of capture (which can also be different depending on the level of engagement).

On regular sites, the way to browse is to scroll the page. Presentation sites do not have scrolling, and blocks are changed through button clicks. Technically, it could have been implemented this way before (someone showed blocks on the whole screen page), but they usually (have no deep meaning):

• Lead just to another page.

• They lead to another block, which already looks like an element of a regular page, which is then scrolled

• Refers to a form (for example, a subscription / order form)

More materials on the presentation sites, where information about them is disclosed in as much detail as possible:

• https://web-merchandising.ru/site-presentation-history/

• https://web-merchandising.ru/o-sajtax-prezentaciyax-v-voprosax-i-otvetax/

• https://zhartun.me/2017/05/site-presentation.html

Examples of presentation sites:

• http://sp.web-merchandising.ru/

• http://artavazd-zograbyan.com/

• http: // fastmoving, ru /

• http://partner.megabot.biz/

• http: //300spartantsev.rf/

Landing history with block scrolling.

In the fall of 2015, we worked on a series of landing pages for the terrific Megabot company that promotes robotics franchises. We wanted not only to make a quality landing according to all the rules of web merchandising, but also to bring something unusual into it. Therefore, we added block scrolling, which we have never used before.

Block scrolling is a way to view a site, when instead of randomly scrolling a page, each block is shown step by step to a visitor, regardless of how long the user turned the mouse wheel.

At first glance, this way of scrolling may seem inconvenient, but we saw an unusual effect - the number of page views to the very end increased from 43% to almost 80%. We tried to turn off scrolling and turn it on again, but the indicators did not change.

The reason for the effect is that with block-by-block scrolling, we always show the information block in the most successful place to read, and the intriguing headline prompts you to read the text. With the standard scrolling, it is impossible to control how far the user has scrolled through the page, which means that there is no certainty that he will see the headlines and will want to read the text.

Landing for 4 days.

Still within the framework of cooperation with Megabot, 7 months after the launch of block-by-block scrolling, we were faced with the task of developing a simple landing page with a minimum of information, but memorable and vivid. The task would be the most common, if not for one condition - the development period is 4 days.

We were already familiar with the company, so we could save time on immersion in the area, but the term was still extremely short. One thing is to generate a simple cheap text, and then place it on a ready-made template, and quite another:

• Develop a marketing prototype according to the rules of web merchandising;

• Write selling texts;

• Draw a design;

• Create layouts, place text and publish site.

Usually, each step takes at least 5-7 days. Therefore, to meet the deadline, should:

• Prepare 5 times less texts;

• Come up with a universal way to get a unique design and at the same time save time on prototype development;

• Keep the number of elements and blocks to a minimum, to save time on layout.

What we got today is called presentation sites. The main task of the designer has been reduced to the selection (and sometimes drawing) of high-quality background images. Prototyping was replaced by elaboration of the structure and sales strategy. The quality of copywriting has improved significantly: the text has become less, but now every word is a polished diamond.

But that is not all. Most surprising were the results.

Presentation sites in action.

The audience involvement exceeded all expectations: 30% watched the presentation to the very end, 96% of the audience attended at least 3 slides.

In the case of the classic one-page site, we focus only on the data of scrolling cards, which are not always objective. Presentation sites allow you to track the view of each slide with 100% probability: each switching event between slides is recorded and sent to the statistics.

Moreover, 30% of the audience that passed through the presentation to the end, with much more willingness to fill in the application than in the case of the classical landing.

As a result, we received an effective selling tool in 4 days and thousands of tracked data for subsequent analytics. For example, we saw from which slide “customers” left the most and could improve it.

Having received a positive result, we focused on the development of the idea of presentation sites.

Presentation sites today.

Presentation sites are not just landing pages. We taught them to determine the level of visitor engagement and, at the maximum conversion moment, to show the capture form, which also has several display options. Our presentation sites can be non-linear and have several visitor routes at once.

And this is just the tip of the iceberg. The experience of web merchandising and collected analytics allow you to raise the conversion to unprecedented heights.

We have created our own engine, which perfectly displays presentations on any devices, synchronized with many third-party services and allows to significantly reduce the time and final cost of work.

What is the key feature of the presentation sites? Why do they work?

The presentation sites have a completely different mechanism for interacting with the site. There is no classic page scrolling. Instead, the blocks follow each other at the click. The user can not immediately scroll down the page and find out the price, skipping all your arguments "for". We smoothly prepare the visitor to the cost, telling about the benefits, showing examples, reviews, and so on. As a result, seeing the cost, the visitor compares it with competitors, remembering your advantageous differences.

Moreover, each thematic block is displayed on the full screen, which allows you to pre-guess where the user's view will be and prepare the corresponding content.

We, as developers, can work out in advance the route a visitor follows through the presentation and, depending on his behavior and activity, show him different slides, which also increases conversion.

Thanks to analytics, we know for sure after which slide most of the users “leave”. We are adjusting such a slide and the engagement rate is improving, so 80% of the audience, on average, watches the presentation site to the end.

All these factors allow us to make our presentation sites really effective.

How are presentation sites being promoted in search engines (seo)?

Presentation sites are well indexed by search engines, possessing all the advantages of classic landing pages, but they lack their drawbacks. The presentation site engine right out of the box supports the functions necessary for SEO and SMM, and the code is maximally adapted for search engine promotion.

And at the same time, in order to get the fastest possible response from the site-presentation at the initial stages of promotion, we recommend focusing on contextual advertising.

For those who need fast sales, there are two reliable and effective solutions:

• Use contextual advertising Yandex.Direct and Google.AdWords;

• Use content marketing 100%.

How is the website presentation displayed on mobile devices?

Presentation sites were designed to look impressive on any size screen. They are fully adaptive and correctly displayed on smartphones, tablets, laptops, computers and even TVs.

Is any analyst going?

Yes. No site will tell you more about user behavior than a presentation site. We track the sending of all forms, the opening of pop-up windows, as well as the level of involvement: we see after which slide the largest number of visitors outflow and we can make changes to it in a timely manner.

The strength of our studio is working with analytics to increase conversion. Therefore, we know what to collect and how to do it.

Thanks to analytics and our algorithms, we can calculate the moment when the visitor is maximally involved and at this time show him the order form (or other according to the situation).

Is it possible to integrate the site form with our crm-system?

The presentation site engine already has inbuilt integrations with AmoCRM, Bitrix24, MailChimp, GetResponse, UniSender, Calltracking, Yandex.Target Call, SMS.ru, Jivosite, CallbackHunter, Leadback and other services. If necessary, we will develop an integration module with exactly the service you need.

What guarantees that our website presentation will sell?

During our work, we have already collected convincing statistics confirming that the presentation sites show a conversion above similar landing pages, all other things being equal. The reasons for this are obvious: controlled presentation of the material, high-quality visualization, attractive high-resolution illustrations, and intelligent algorithms that offer the visitor a form of capture at the most appropriate time do their job.

And if we add to this that the team of experts in copywriting, web merchandising and visual communications, working in their fields, works on the presentation sites, it becomes clear why we are confident that our customers will be satisfied with the result.

Is it possible to arrange our product / service in the style of the presentation site? If you sell a single product or a range of services, which is presented as a single product, yes. For example:

• Cars sale

• Promotion of concerts and other events

• Property For Sale

• Holding shares

• Sale of banking products

• Sale of cleaning or any other services

• Sales consulting (as consulting companies or front services)

• Selling everything that can be valuable: from things to emotions

What is the level of engagement?

The level of engagement is our indicator that determines how much the visitor is interested in the offered service (product) and is ready to become a client. It is calculated according to our algorithms based on the collected statistics.

For example, if a visitor watches a slide with a description of tariffs and prices for a long time, then there is a possibility that he was interested in the service. We can show him the form of capture before the presentation ends. Moreover, we show him different forms of capture, both in appearance and in content. For example, we offer a preliminary consultation, and not a service order. This is the simplest example.

What is included in the work on the presentation sites?

All work is in the format of "turnkey":

• We carry out all the preparatory work, including interviewing representatives of your company, elaboration of detuning from competitors, drawing up a list of customer objections, and so on. As a result, we get a complete picture of the situation of your company in the Internet market.

• Preparing the structure of the site-presentation, writing texts

• We develop the design of the site-presentation with the connection of our experts

• We translate the design into a code (layout), carry out all the necessary technical work

• We are testing the site presentation, we connect the system for collecting statistics

• Publish site presentation

If you wish, we carry out further work on integrated Internet marketing.

Nowadays, people are overloaded with information beyond measure, scattered, and are reluctant to accept everything that requires at least some intellectual effort from them. Presentations dispense information in accurately measured and well-packed portions, helping the audience to swallow it, almost without chewing. In addition, good illustrations evoke an emotional response - that is why presentations are so effective.

They do not know how to collect statistics, are not suitable for SEO, cannot change the presentation script depending on the client’s behavior, are poorly optimized for mobile devices and, most importantly, they do not have capture forms with which the client can perform the so-called conversion action - order call back, send a request, make an order, request a quote or even make a payment right away.

The method of communicating information to the user of the Internet site includes:

dosed delivery of information in accurately measured and well-packed portions on the Internet site, [which means placing on one slide exactly that information so that:

• It fit onto the screen without having to scroll the page.

• Visually easily perceived by the visitor, that is, the text on the page should be a bit, because otherwise the user may not start reading a large amount of text at all.

Thus, the word "portion" implies that amount of information on one slide, which would be placed on one screen without the need to scroll the page.

For example, 10 slides with text are 10 pieces of text.]

demonstration of the benefits of goods or services through block-by-block scrolling, when webpage blocks change each other on click without using the classic page scrolling, with each thematic block of the webpage expanding to full screen, which allows you to prepare relevant content in the most successful place for reading the level of involvement of the visitor of the Internet site, assuming where the user's view will be and at the moment when the visitor of the Internet site is most involved and that is calculated n on the basis of statistics collected on each block of the web page, showing the capture form with which the visitor of the website can perform a conversion action, having several routes of the visitor’s movement along the presentation and showing him different slides depending on his behavior and activity, mobile optimized and search engine friendly.

Presentation sites solve this problem by offering the client to perform a conversion action only when he is really ready for this, that is, after a portion demonstration of the benefits.

Claims (1)

A method of communicating information to a user of an Internet site, providing for a dosed communication of information with an accurately measured and well-packed amount of information on each slide of an Internet site that is placed on one screen without scrolling a web page, demonstrating the benefits of goods or services via block-by-block scrolling when web blocks -pages replace each other on click without using the classic page scrolling, with each thematic block of the web page expanding to full screen, which allows you to otovit relevant content in the most successful place to read, determining the level of involvement of the visitor of the Internet site, suggesting where the user's view will be, and at the moment when the visitor of the Internet site is most involved and which is calculated based on statistics collected for each block of the web a page showing the capture form with which the visitor of the Internet site can perform a conversion action that has several routes of the visitor’s movement through the presentation and shows Mu different slides depending on its behavior and activity, optimized for mobile devices and suitable for search promotion.