Today we live in a world where people focus on things for a very short time. Thus, it is obvious that it is necessary to convince the visitor of your site that the offered product or service is really interesting, attracting his attention as soon as possible, and also holding it as long as possible.
Most likely, you want potential customers to visit the site to spend as much time as possible, paying particular attention to registration, shopping, etc. For this, it is necessary to attract and hold their attention, this will significantly increase the chances of conversion.
Filters in our brains or what our minds pay attention to
One of the key areas of our brain that focuses attention is the reticular activating system (RAS).
RAS works as a filter that sorts external stimuli on what carries important information (accordingly, what should be paid attention to), and also on what does not matter (and, therefore, can be ignored). Without this filter, we would be constantly distracted by everything that happens around us, without focusing on anything specific.
Thanks to RAS, we subconsciously track information in our environment, filtering signals that can be conditionally divided into the following groups:
- Physiological needs. When you are hungry and see food, it immediately attracts and holds attention.
- The choice. You decide to buy a new BMW 325 and suddenly you see them everywhere. It strengthens your decision.
- Your name. Having noticed their name, people will certainly direct their attention to it.
- Emotions If something causes emotions, then you immediately concentrate your attention on it.
- Contrast. You pay more attention to those things that contrast with others.
- Something new. The brain pays a lot of attention to things that are something new for him.
Psychologists and neurologists argue that new products help to enhance the exchange of information.
Our minds are striving for novelty. This is due not only to the need for new experience, but is, apparently, an independent need of our brain. Everything new invariably attracts the attention of our brain. And as soon as something new is explored and becomes familiar, we will again go in search of something new.
Thus, it is obvious that in order to keep the site visitor's attention, it is necessary to constantly present something new to him.
Compare 2 pages:
Which one was more interesting to watch? Which one attracted attention for longer?
Without a doubt, the second image carries much more new, and, therefore, holds attention for much longer.
Text Overloaded Pages
If the site has pages overloaded with text, and you want visitors to read them, you need to use something new that will attract their attention.
Here is an example from the text of the sales form:
When only a visitor comes to this page and begins to read, the novelty factor disappears within a few seconds. It’s all like everywhere else. Boredom!
What can we do to increase the novelty factor in this case? How to revive a form so that it attracts and holds attention?
Correct the makeup page:
We use various trump cards
Our brain pays special attention to typical models (things, structures, behavior, etc.), and quickly learns to ignore everything that is secondary, predictable or boring.
The fact is that the constant search for changes in everything familiar is a mechanism that helps humans and animals fight for life. For example, an animal will easily notice a predator on its familiar horizon, because its brain constantly monitors changes in its familiar environment. The same feature of the human brain provides an opportunity to attract and fix attention by proposing something that is strikingly different from the usual or in contrast with something.
2. Show contrast
The brain pays a lot of attention to things that differ from the usual sweat or from what happened in the past. This is another evolutionary feature in humans. There is an area in the brain that seeks contrasts and differences in order to make quick decisions and avoid confusion.
You can use the features of this area of the brain to get people to pay attention to the product, demonstrating its advantages in the "before-and-after format":
You have certainly seen this technique before. It really works. Of course, contrast is effective not only if you need to advertise something related to fitness, it can be any type of transformation: material security, conversion, transportation, beauty, etc. In other words, anything can be advertised through contrast and comparison.
From book Neuromarketing: ". The area of the brain responsible for finding changes in the environment pays particular attention to any disturbances or changes."e.g. before / after, dangerous / safe, with / without, fast / slow, etc. Therefore, in order to attract attention, it is necessary to offer the visitor to the site various contrasts and comparisons, but to avoid the typical and ordinary.
It remains to figure out how to use contrasts and comparisons to prove the reality of all promises.
3. Arouse emotions
Causing emotions, you attract and hold attention.
The effectiveness of emotion-generating advertising is undeniable. If you manage to make people feel something (anything), they will not only pay attention to the received message (both text and visual), but they will also remember it.
Remember last year. What is the most memorable thing? One hundred percent guarantee - those activities and things with which the strongest emotions and experiences are associated. So with the effectiveness of emotion-provoking advertising and messages, everything is obvious.
Of course, emotions must be evoked carefully: you don’t always have to try to “hit” on aspects of sex or strive to cause a strong shock, as was done, for example, in advertising Tom ford:
You can make almost any message much more effective by introducing a clear and meaningful emotional image.
Here is an example of such a message:
4. Provide the visitor with information in a logical and structured way
John MedinaBrain Rules author says: “Our brains concentrate on sequences.”. Thus, a lot depends on how logically the content of the pages is structured. Start with a clear introduction to explain what the discussion is about, then the presentation itself and the conclusion will follow directly to guide the audience toward a specific action. The consistency of the information flow makes it much easier for the audience to perceive. If the text is not clear and too complicated, people will have to spend time and energy to understand the essence of the message. And they are unlikely to want to do this.
In general, people are not able to focus on anything for more than 10 minutes. So it is necessary to complete a deal with them before the expiration of this time, or to cause new emotions in them every 10 minutes until the deal is completed.
5. "There is no such thing as a length of concentration. There is only the quality of what you read."
This quote Jerry Seinfeld, and its meaning in the end: "The idea of attracting and concentrating attention is not entirely true. People have an infinite supply of attention if you entertain them."
This is most likely true. People, as a rule, are capable of a long-term concentration of attention, if they are motivated by something, or if they find this process interesting, - approves Wikipedia.
So the words Jerry Seinfeld have a foundation. Relevance is very important. It is necessary that the proposal meets the needs and wishes of the audience. At the same time, the presentation style should be interesting and emotional enough to hold attention. Everything else is secondary.
People do not pay attention to boring things.
6. People do not read, but browse
We know that people do not read everything that is on our site. And there is no way to change this.
All that can be done is to give them the opportunity to get as much interesting information as possible while they are browsing the pages, as well as clearly highlight all the most important for them.
Studies show that people browse F-shaped pages:
7. Show examples
The phrase “let me show you what I mean” is one of the best ways to assert your position when you want to explain or prove something. This phrase attracts attention in anticipation of the visual continuation of the sentence that the brain really appreciates.
When evaluating a product or service, the brain works to analyze the proposed information and draw conclusions, make a decision. Images are a great way to showcase something and provide answers to many of the questions your brain asks.
The brain “loves” visual stimuli, because they are processed faster than words. That is why you should definitely provide illustrative examples of what you are trying to explain in words.
8. The value of site speed
Make your site as fast as possible. It is important.
If the page loading is insufficient, there is a high probability of losing the visitor. Even if he is interested in the content of the proposed pages, the slow speed of their loading will distract from reading. In addition, the speed affects the position in the search engine promotion site.
Usability guru Jacob Nielsen claims that 0.1 seconds of site loading is exactly the time that provides a sense of instant response. 1 second still allows the user not to feel discomfort, but 10 seconds is almost a guarantee that the visitor will leave the site.
Use tools to measure site loading speed.
AT Firefox noticed that when their site began to load 1 second slower, this led to a decrease in conversion by 2.7%.
AT Bing and Google found that 0.4c download acceleration guaranteed that users stayed on sites longer:
AT Amazon reported that a 100 ms increase in site speed provided a 1% revenue increase.
How to make the site faster:
- Use Google PageSpeed to find out how you can improve your site’s performance.
- Use HTTP caching.
- Use Cdn.