We live in increasingly ephemeral times. With social media and mobile phones creating a culture of swiping from one thing to the next, holding someone’s attention isn't easy.
Indeed, for businesses, the challenge in today’s digital world isn’t catching people’s attention, but holding it long enough to get their points across.
We’ll delve into the psychology of attention and what business owners can learn from it. Before that, let's look at how companies have overcome the issue of short attention spans in the digital marketplace.
Make Use of Tables and Facts
A great mechanism for conveying messages in a few seconds is data cards. This example from gambling company Paddy Power summarises the Something Fruity slot game and its main features. A banner provides screenshots of the game, so players know what it looks like. The fact that images load on their own also conveys a sense of dynamism, i.e., you’re meant to take in the information quickly and move on.
Below the banner are three facts about the slot and an “At a Glance” table that expands on those initial points. Finally, there’s a short review of the game. However, what’s neat about this page is that you don’t need to read the review. All of the facts slot players want to know, such as the game’s minimum bet, are instantly obvious.
Convey a Concept with Clever Tricks
A similar example can be seen when you visit TrainMyAthlete, a data analytics company based in Swindon. The website summarises TrainMyAthlete’s products in a few seconds using scrolling images and text. A dynamic banner greets you on the TrainMyAthlete homepage. This banner features three images that summarise what the app does. Specifically, it allows you to record, analyse, and plan training sessions to reduce injury and improve performance.
We know this because the images are overlaid with short headings and descriptions, such as “powerful data, informed decisions, peak performance”. Finally, the use of annotations and arrows gives the sense that it’s a PowerPoint presentation, which, subconsciously, makes it feel scientific. Thus, what you’ve got in just a few seconds is an overview of the product, its features and the sense that it’s something technical or scientific.
We Don’t Focus Like We Used To
These examples show how companies are combating a culture of decreasing attention spans. Dr Gloria Marks, Chancellor's Professor of Informatics at the University of California, Irvine, has shown this through her research. In her book Attention Span, Dr Marks cites her research in which she found that the average time we spend on a single computer screen has dropped from 2.5 minutes to 47 seconds over the last 20 years.
Another study from researchers at Pennsylvania State University and Stanford University found that participants had an average session time on their phones of 10 seconds. The conclusion from these studies is that we not only spend less time looking at something on our screens, but we also flit from one thing to another very quickly. Therefore, if you’re trying to sell something online, you’ve got less than 60 seconds to do it.
Get It Done in a Minute
Gone are the days when you can waffle and ramble. Website copy needs to be succinct to the point that ideas are summarised in a few words. Images are crucial, and, if possible, sounds can help keep consumers engaged for a few more precious seconds. The point here is that you can’t waste time when you’re selling something online.
As you can see from our examples, scannable content is king. So, if you want your business to thrive in the digital world, make sure you create visually stimulating web pages that consumers can digest in under 60 seconds.
