We've all experienced it at some point. That overwhelming feeling when you're visiting a site or online store that just makes your brain shut off and lose focus. It happens more often than you think, and most of the time it has nothing to do with you, but in fact what you're looking at.
Unintentionally, companies structure their site in a way that makes you lose interest far quicker than you're supposed to, making you click away or ignore what they were offering you initially. How do they do this? They increase their probabilities for visitor fatigue.
Visitor fatigue is when you cram your site, store, or profile with so much information that the viewer ultimately gets confused at what they're supposed to be paying attention to. This plethora of content actually works against you and scares away potential leads and customers.
People's attention spans have been gradually decreasing ever since the introduction of the internet.
The reason is simple. People's attention spans have been gradually decreasing ever since the introduction of the internet. Add an endless supply of social media platforms and what we have is a cocktail of distractions that have become ingrained in our online behavior. Think about it. How many times have you aimlessly scrolled through one platform to just hop onto another, then another, then another, and end up in an endless cycle? You never really stick to just one.
The same principle applies to web design. If what we do is include a load of different messages and experiences into one website, that mindless scrolling without intent ultimately makes users treat your site as another platform they can just click away from. Your site isn't helping them achieve anything. It's all over the place.
To avoid this, keep your site's content revolving around one main message. Whether that be to purchase a product, inform about an offer, or share your blog posts, do that. This tunnel-vision approach will help keep your viewers' attention and help you drive the conversation towards that end goal that you want.
And it's not only about the copy (text). Your visuals should be consistent with this methodology as well. Sure, your text can all be pointed towards the same objective, but if you have distracting images and buttons that take the viewer's attention away to something unrelated, you just throw all your efforts out the window.
Always remember, keep the message and visuals consistent, and aim for that end goal.
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