What Should Be In Your Top 300 Pixels?
Most "how-to improve web page performance" research is typically geared towards marketers and e-commerce applications, but it doesn't mean media types can't take valuable lessons from those insights and in fact some are doing just that.
Take for example a recent Omniture white paper on Best Practices for Conversion:
The New Engagement Funnel in 7 Steps includes a section on organizing your page and site structure. The key takeaways are:
- Is your page clean, clear and visually appealing?
- Does it load in less than 8 seconds?
- Is your primary focus of the page fixed [not rotating]?
- Are your critical calls to action in the upper 300 pixels of the page?
- Does your pane view [visible page without scrolling] contain your most important content?
Then take a look at CNN and NYTimes story pages and they answer yes on all accounts. In addition, see their top 300 to 400 pixels? What calls to action do these content marketers (aka media outlets) push? Apart from a dominant ad position that pays the bills, these story pages target engagement around sharing and capturing user data via social login. This tells me that a user republishing their story or identifying themselves via social login are the homerun actions they're looking for.
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