Searching, exploring, finding: an information flow that converts

The average attention span of website visitors has dropped from 150 seconds in 2004 to just 47 seconds in 2023. In that short time, you must provide visitors with the right information and convince them. Michiel from research agency BOA explains how to tackle this.

The fundamentals: information scent and layered information

Website visitors follow 'information scent trails', just like animals in the wild searching for food. They want as much relevant information as possible with minimal effort. This explains why users don't scroll or click endlessly.

Additionally, the bite-snack-meal method is essential: layered information provision tailored to the moment in the customer journey. Homepage must facilitate quick navigation, detail pages must inform and convert.

Common pitfalls

Overly busy landing pages scare visitors away with too many elements, moving images, or excessive text. German comparison sites and bathroom retailers showed how not to do it: chaos upon landing creates frustration.

Unsuitable navigation is another pain point. When it's unclear where you can find information, visitors lose their way. Information scent must be crystal clear.

Best practices that work

Successful examples like Vattenfall and Brand New Day show how it should be done. They use clear tiles, intuitive headlines, and visual guidance. A 'quick access' menu helps visitors navigate directly to frequently visited pages.

Test alternative CTAs alongside the primary conversion button. A 'more information' option can even contribute to higher conversion on the main button.