There is a strong correlation between technological advancement and user attention span. In our previous blog post, we talked about how using images can garner more audience engagement. The combination of faster internet connections, various mobile devices and social media outlets have taught us to become multi-taskers. It’s common for us to quickly scroll through the news reading only headlines as we rotate our attention across multiple devices.

A study by Chartbeat revealed that 55% of users who clicked on a page spent fewer than 15 seconds on it. It is highly possible this number will only lessen as technology develops further. According to research conducted by Fermín Moscoso del Prado Martín at the University of California, Santa Barbara, the brain can process incoming information at about 60 bits of information per second for a task. This capacity is then reduced every time the person is divided into doing two different tasks, for example talking on the phone while browsing the internet. These bits are further reduced when doing another task on top of those and so forth.

How does this information affect your marketing efforts? Being fully aware of your end user’s behavior allows you to cater your messaging to see which campaigns are effective, but it also means you must get to the point quickly.

Here are 5 tips on keeping your audience’s attention online:

1. Make sure your website loads fast – This may sound basic, but it is fundamental that your website is always up to speed to prevent site viewers from leaving too early. You don’t want your viewers to leave before they’ve even seen anything.
2. Use rich media – While your target audience may vary, it will benefit your site if there is a video or presentation that keeps your audience engaged. Even animations or image slideshows can make a difference in keeping eyes on your web page.
3. Be sequential – People are more than likely to be on your website for a reason. They are researching more information about your service or product, so help them get to their destination. Provide next steps and calls to action that lead visitors deeper.
4. Avoid long text – Remember that many users are likely viewing your site on a tablet or smartphone. Having a small screen can prevent viewers from fully reading or comprehending any long blocks of text. Keep it short and easily digestible.
5. Test and repeat – Using metrics that track conversion rates, bounce rates, and overall traffic engagement will help you determine how your potential customers navigate their way on your website. Keep improving on what works and discard what does not.

It can be frustrating to any marketer (or web viewer) that their targeted efforts are not being matched with equally successful results. The key is to adjust to the behavior of your target audience. Technology will always evolve, and human behavior will likely adapt.

For more comprehensive marketing trends, strategies, and tactics, sign up for our newsletter to stay informed.