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Understand How Web Design is Responding to “Shorter” Attention Spans

Tuesday - December 17th, 2013

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Understand How Web Design is Responding to “Shorter” Attention Spans

Each year, if you notice that consumers are increasingly impatient, they probably are. According to the latest research, humans have an attention span of 8 seconds, which is not only down from last year, but also lower than that of a goldfish. The push from social media to rely on short form content doesn’t make it any easier either. Six-second clips from Vine and 15 second clips on Instagram are continuously exposing social media users to shorter and shorter content.

Regardless of the cause behind the decrease, it’s important to respond to this trend with compelling web design and marketing. The reality is that no matter how short consumer attention span gets, brands should always be prepared to respond and adjust their marketing strategies. It’s our job to catch the attention of the consumer and lead them through the sales funnel.

Practical Elements of Web Design Remain Priority
While it’s easy to get excited about the beauty of web design and all the technical things that are possible, it’s critical to place our focus on the practical elements of web design. Statistics suggest that if a webpage doesn’t load in 4 seconds, up to a quarter of visitors will abandon the site. The stats are even worse for sites with poor navigation.

Of course, the beauty and innovation in your web design is of the utmost importance, but practical usability should remain your priority. It’s no wonder that minimalism and flat design are used to cut through the clutter that can so easily populate the web.

How to Keep Your Visitors Interested
Instead of blaming high bounce rates on shorter attention spans, consider the steps that your brand can take to create a better consumer experience. By investing in the latest web design trends and strategies, you can keep your visitors interested and ensure that you’re receiving the highest ROI possible for your efforts.

It’s always important to keep your target audience in mind, as this will impact the decisions made by your marketing teams. By keeping usability in the forefront of your strategy, visitors will be able to focus on your site’s content instead of wandering off to other corners of the web. Engaging sites focus on content and beautiful design to keep visitors interested in what the brand has to offer.

Give Them a Reason to Stay
Yes, consumers have a shorter collective attention span. But guess what? It’s only short for bad content, slow websites, and anything that detracts from their user experience. If you know how to deliver quality content that’s compelling and valuable, people won’t be going anywhere. In other words, it’s up to your brand to give consumers a reason to stay on your site and pay attention to you.

The myth of the short attention span is comforting to brands that fail to see the results they want, but it doesn’t address the core of the problem. The reality is that brands must always be reinventing and investing in their marketing and web design strategies to remain relevant for consumers.

How is your brand capturing the attention of consumers?

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