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Back in 1997, Jakob Neilsen described how web pages using simple and clear writing are more effective, enjoying significantly higher usability scores.

This still holds true today.

If you’re not familiar with Simple Wikipedia, check it out. Simple Wikipedia is version of Wikipedia – the encyclopedia based on a wiki that anyone can change — which uses simpler English.

Articles in the Simple English Wikipedia use fewer words and easier grammar than the original English Wikipedia. The Simple English Wikipedia is also for people with different needs, such as students, children, adults with learning difficulties and people who are trying to learn English. Other people use the Simple English Wikipedia because its simple language helps them to understand unfamiliar topics or complex ideas. — Simple English Wikipedia

Are any of your users non-native English speakers? Very young or very old? Adults with learning disabilities?

More likely: are your web visitors typical web users — that is, visitors in a rush, with little time and even less patience?

If so, clearer web copy might improve your web usability and conversion. Check out the writing style over at Simple Wikipedia.

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  • Lance: George - Thanks so much for the interview and the kind words. Jake - We have seen the gains from our tests hold up. But I am sensitive to...
  • Andrew@BloggingGuide: I liked what he said: our approach is to never be satisfied, and always seek incremental improvement. This is absolutely true...
  • Jake Minturn: Great interview! One thing I am curious about, and I’d love to get Lance’s take on this, is if these boosts in conversion...
  • Bob: Would your call center stop answering sales calls because they’ve reached their budgeted labor for the month? This is considered...
  • David: Great post George, nice to see technology story telling alive. Kept me gripped and v interesting.
  • Rex Dixon: @George - That is too bad to hear. I don’t believe we have any PPC test results on our site currently.
  • George Michie: Ken, You’re absolutely right if the CR difference between A and B is small (2 or 3%) the odds of A running the table...
  • Ken Truman: Shay - I definitely think the same logic applies to day of week analysis. George - That’s an extremely interesting way of...
  • George Michie: Hi Laurence, We think folks spend far too much time worrying about mythical penalties. The account QS is dominated by the QS on your...
  • Laurence: Hi George, Thank you for the enlightening post. You’ve sold me on how important the long tail is so over the past few weeks...
  • Billy Wolt: take-away: Make sure you are bidding on your brand, broad topic, and specific model keywords :)
  • George Michie: Thanks for the kind words Lance and Bryan. Andy, I feel your pain. I meant to include a section on why site exclusions didn’t...
  • Algernon: Yay for yahoo! Just in time for them to shut it all down and hand the keys to Microsoft. Sorry, as an advertiser who got hammered for...
  • Bryan: Excellent post, George! Now lets cross our fingers that the folks at Microsoft give us the ability to adjust bids by syndication partner...
  • Lance: Brilliant post, George. Here’s hoping things pan out this way and everyone wins.

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