Say It Quick & Say it Well

Instant Gratification & Short Attention Span With the rapid adaptation of smart phones and tablet computing, as well as the expansion of free Internet and iCloud access like: Wi-Fi, hot-spots, and a much more reliable 3G access nearly anywhere in the world they travel. Therefore, it’s no wonder when you look around — no matter where you’re at —  be it a park, a school campus, a coffee shop, a supermarket, a bus or a train, you will undoubtedly see people glued to their smart phones and tablets while accessing the World Wide Web.

This can be great for web-based businesses, for it means their audience is not only growing with all the new technological advances, it’s reachable and attainable 24/7/365. However, the current generation of Internet consumers have grown up in a world of ‘instant gratification’ and ‘quick results,’ which translates to mean users ‘lose patience’ quickly and ‘move on.’ All because they haven’t the time, nor the patience to do any deep thinking at all. Here at World Nexus Publications we will structure your design to use a few simple techniques to create a web design in a world where attention is nothing more than a fleeting thought . . .

1) Don’t Keep Them Waiting — Before even thinking about how to present the information, a good designer makes sure the pages they create will load as quickly as possible. Recent studies verified that 32% of the consumers surfing a site will abandon a slow site in the first five seconds. One solution of course would be to cut the size of the page; which when done properly can result in a speed improvement of up to 30%.  Every second it takes for a page to load can result in 11% fewer page views, resulting in a decreased customer satisfaction of to 16%.

2) Put Key Information Where It Counts — Although an important point, do it right, be sure to keep the result in mind. When key information is prominently placed your visitor is more likely to ‘read on’ and not escape out to another information source. By deciding what you want the reader to take out from any page, tailor key points by putting them upfront accordingly.

3) Use Bullet Points and Key Headers — Key facts or USPs (User Selling Points) stand out and are quickly and easily digestible; a well-known method for directing a users eye to key information that is easy to find. Also avoid too much content by adding paragraph after paragraph of text; limit it to just a few sentences.

a) Use Descriptive Sub-Headings — This allows descriptive wording that directs users to what they’re looking for.  In so doing, the visitor can quickly scan the sections, pick out a key piece of information, and quickly make their choice.  We understand all to well the importance of sub-headings that will enable users to navigate to whatever content they define as relevant.

b) Keep Each Bullet Point Short and Concise — punchy and split any detailed content out into secondary pages if applicable – with the limited attention span and wish for instant gratification of the modern-day internet consumer just seeing the scroll bar shrink into oblivion can be enough for them to not even start reading a page. If you have lots of content on a subject split it out into relevant, easily digestible pages that allow people to read one piece without necessarily having to continue on to the next.

4) Use Rich Media as an Alternative to Command Attention — It’s a given fact that users stay engaged when a web-site is intuitive and interactive. Using key graphics, icons, photography and other visual forms like video and animation as a communication medium is often well received . . . when not over-done! Visual forms that present something new and unexpected is the best way to command ‘reticular activation’ (filters in our brain that focus attention) to get your messages across effectively.

a) Present Information Logically and Sequentially — Logical sequences help keep a visitor’s attention span long enough to take them through a series of logical steps that ends with them understanding  all your key points to reach a desirable conclusion.

b) Tell Them What They Need to Know, What They Want to Know and Nothing Else — it sounds simple enough, but far too many people don’t follow this simple rule because they want to tell them everything they need to know at once.

And the final point . . .

5) Only Use the Data at Your Disposal — In simple terms, if you don’t own the data and it’s not on your server and in your control, DON’T use it. Referencing data from another location (linking) can often cause not only long delays, but may disappear or change altogether from your referenced link and thus force visitors from a world impatience to move on and perhaps never come back. Another reason World Nexus Publications will provide you access to analytic information about your site that will inform you of bounce rates, pages visited, time on the site, time on the page or post, and other valuable information that will allow you, or us to optimize the way you approach your site and all its content. Just another way we will tailor your pages accordingly to include free services and free tools widely available on the web can provide your site with optimal performance.