We live in a world of constant information. Our brains are constantly overloaded, forcing us to hold on to the most valuable things.
Security measures happen, for the most part, unconsciously. Our minds tend to make small decisions by asking three different questions:
- What is that thing?
- Who is it?
- What will I get?
Over the years, many theories about human attention span have emerged. Either way, external things distract us or direct our attention to the next thing to investigate quickly.
Websites are no exception to this process, especially e-commerce sites, where visitors are looking to invest. Therefore, marketers will benefit from answering these three questions that are not well known (and quickly) to each other or failure.
The point is to eliminate clutter and excess text to direct visitors to questions that cannot be answered.
What is that thing?
Does your website answer “What is this?” Fast, without visitors having to scroll or click?
Images are very important because humans process visual information faster than text. However, our brain gets the most important text first.
A good example is Jones Bar-BQ, a family restaurant in Kansas City. Corporate websites communicate “things” with clear images and simple, large text.
Jones Bar-B-Q is straight to the point on its home page, using imagery and large text to tell visitors what the company does.
Who is it?
Remember that our subconscious mind is looking for answers to those three questions to decide whether to move forward. In this fast healing process, our brain is looking for clues.
A site’s bounce rate can indicate whether it responds to questions from its target audience.
Content plays an important role and images should be based on your target age.
Consider Allbirds, a sustainable footwear company. The image on the brand’s homepage appeals to the younger generation – perhaps millennials (20s and 30s) or older Gen Zs (20s) – based on aesthetics, clothing, and photo style.
At the same time, the text – “Journey To A Super Natural Future” – supports the work and identity of the brand. Types of shoes based on user characteristics: Plant Pacer, Wool Runner, and Tree Runner.
The Allbirds home page targets a younger generation — appealing to its target audience based on photography and clothing style.
What will I get?
A variation of “What do I get” can be “So what?” because sometimes the value is not, such as continuing support or important reasons.
Away, a travel accessories brand, uses photos to showcase its products on the front page. And the slogan “Flex, Meet Green” conveys a simple and accurate message, telling what customers get and why they care. This article explains the advantages – flexible and durable bags.
Travel gear company Away clearly addresses on its home the two key benefits of its products: flexible and sustainable.