Herein, however, lies one of the PDF's greatest downsides.įixed-layout means that documents designed for desktop or print, will be extremely difficult to use on a mobile device, requiring zooming in and panning around. This is a huge user experience issue and can cause major headaches for your readers. In the mobile-first age, your audience doesn’t want the hassle of looking at something that doesn’t fit their screens. Reading a Business PDF on a mobile device Just look at the image below and you'll see what I mean. Problem 2: They require multiple steps to accessīecause they're offline documents, PDFs require you to download them before viewing. This is already a barrier for desktop users, but for mobile users, downloading files remains an almost alien task requiring a file manager app and a 3rd party PDF viewer. In a world where every ounce of friction equals lost opportunities, these extra steps can lead many users to abandon your content before even beginning. If your goal is for your audience to engage with your content, you need to make accessing it easy with as few steps as possible. Problem 3: You can’t track reader engagement in a PDF This means using a format that doesn't require the user to leave his or her browser. PDFs completely lack the ability to collect data. You may be able to see how many times a PDF was downloaded from a landing page, but you have no idea what people did with it afterwards. You can't see how much of it people read or how long they engaged with it. You can't see which pages and topics people found interesting. You can't see which links they clicked on. You don't even know if people read it or just left it in their downloads folder! Using PDFs for business content introduces a massive black hole in your customer journey data - a blank space where you have zero intelligence. This is highly problematic for at least 2 reasons: First, because you're clueless about whether your content actually performs, you're unable to improve or optimize it. Second, because you can't see how your readers engage with the content, you're unable to implement any kind of lead scoring or personalized followup. People who opened it 9 times and read every page will end up in the same "engagement bucket" as those who downloaded it but never read it. In a world where every marketing action must be measurable, you simply can't afford to use a format you can't track. Related: How to track white paper user engagement. ![]() Problem 4: PDFs are static, boring, and don’t let you embed multimediaĬontent overload is a real problem.
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