Marketing is a game of focus that comes from both the sides – brands and customers. Getting the attention of prospects in the beginning of marketing process.

Econsultancy columnist Nikki Gilliland has shared three ways marketers can measure and improve user atention span online.

Gilliland says, “After all, in a world of breaking news, on-demand content, and constant mobile usage – user attention is shorter than ever before. A Microsoft study found that the average attention span declined from 12 seconds in 2000 to eight seconds in 2015. Rational thinking would suggest it has got even shorter as the amount of content online increases.

To finish, here are a few key ways to increase attention on different channels.

Site content:

  • Look at load times. It appears we’re unable to focus at the best of times, which means anything that delays a user consuming content or getting to a final destination is going to hamper this – and increase bounce rates. Ensure load times are quick and sites are free from bugs.
  • Do your research. In order to increase user attention on a website, it’s important to understand why that person has come there in the first place. Look at search interest or social sentiment, and find out what people are talking about (and looking for) in relation to your brand”.

A beginners’ guide to measuring & increasing user attention online

Econsultancy

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