From Tourism Encyclopedia to Focused Call to Action
When we built the largest and most successful destination portal for the cCaribbean island of Barbados, we called it the Barbados Tourism Encyclopedia, which was true to its intent and our aim to provide the most complete information on the destination. You can see it at http://Barbados.org.
Over the years travel shoppers have engaged less with our client links, ads and call to actions. The reason is complex; it is a lot of factors but a large part of it is the shifting preferences of information weary shoppers. This post by VWO address this very issue and suggest the answer lies in snackable content.
As Mark Schaefer of VWO says: The Future is Snackable
“I’ll be honest here – I worship long content. A well written, informative blog, with meaty takeaways is the perfect recipe to shake the lazy grey cells from their slumber. Neil Patel concluded in a research on his blog Quicksprout that Google prefers longer blogs, but I ask you: Don’t we find a well-designed infographic or a creative meme packing an equal punch?”
In the graph on the VWO site shows how we are now all visually wired, with 70% of all your data are processed by sight and 50% of your brain is visually processing data.
We know it works, in the same Barbados.org site we moved our travel planning and booking systems to a visual representation model as in Pinterest, the result was 5 times better engagement and 3 times more conversion.. see this here.
Forbes, recently added that infographics increase credibility and traffic because 90% of what we remember is related to its visual impact. Facebook noted this with an 65% increase in interactive content engagement (Video and Photo), after it changed to the timeline feature for brands.
The truth is that snacks are easy to digest and offer instant gratification. “Communication is more focused on the essence of the message than its length of our copy. Buzzfeed, Tumblr and Pinterest are all creating content in the form of memes, gifs, videos – all of which are forms of short, easy to grasp and engaging content.”
it is also more shared on social networks by friends, fans and all interested parties.
Read more at https://vwo.com/blog/snackable-content/