According to information from the associated press, our attention span is getting shorter. Right now the figure stands at around 8 seconds.
This most likely points to an increased inclination to sift information in the average, literate person. But what does this mean for the specialists considering the best approach for website conversion rate optimisation? Here is a brief overview of how thinking about attention span can sharpen your sales approach.
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Prioritising your sales message
The bottom line of attention span data is that you cannot count on a user browsing for the best converting content on your website – you have to put it where they'll see it. Obviously this means making landing pages as clear as possible, but it also means paying attention to the centre of your site.
Studies have shown that a surprising 70% of websites don't include a call to action on their homepage, and that over one quarter of sites fail to clearly display their contact details. Homepages need to have a pitch to make them into effective sales tools.
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Qualifying your headlines
It has been demonstrated that 73% of a customer's decision to buy is settled by the time they read a headline. As such, you have to be able to convey the value proposition of your product as clearly and efficiently as possible while targeting a users' self interest. One of the best ways to do this is to look at the language that your customers use, as discussed in our previous article on The listening game.
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De-cluttering your sales message
80% of a user's attention is devoted to the space 'above the fold' – i.e. the top half of the screen. Although scrolling headers and additional promotional links might seem like good ways of presenting your business, it's important to consider what you lose by overloading a screen with information.
People only read around 20% of what appears on any one page, so it's essential that you put your converting copy upfront, with as few distractions as possible.
Thinking about the eight seconds you have to hold a person's attention can sharpen your sales approach, giving you the clarity of purpose you need to create good content. If you're interested to see how our comprehensive approach to landing page marketing can improve your sales prospects, don't hesitate to get in touch with your specialists today.
