“You have the attention span of a goldfish.”
Remember saying this to a friend who couldn’t pay attention to what you were saying for more than a few seconds?
Well, research has now shown that it’s true for most of us when we’re on our mobiles, which means it’s likely to be true most of the time!
According to data from the Statistic Brain Research Institute, goldfish have an attention span of 9 seconds, while the average human attention span has gone down by 33% since the year 2000 to just 8.25 seconds in 2020.
So these days, goldfish could say, “you have the attention span of a human!”
How does this relate to getting more patients?
There’s nothing worse than visiting a website that pulls you in too many directions.
Your landing page should be clear, concise, and easy to navigate.
If it’s not essential, don’t include it. Stick with what your visitors need to know and nothing else.
When possible, implement the following (and not much else):
Headline and subheadings
Benefits and features
Testimonial and/or reviews
Visual combined with context, which shows what you’re offering
There are other things to consider – such as a live chat box, social proof, and video (more on these below) – but the point remains the same: eliminate all distractions. You want your visitors to focus on your offer and nothing else.
But how do you tell if something is distracting?
We love using Crazy Egg for this.
It has heatmaps that show exactly what people click on:
The first time I use a click map, I look for elements that people aren’t clicking on.
If visitors aren’t using it, I delete it! In almost every case, the page gets simpler and my conversion rates go up.
This is one of the easiest ways to find conversion increases on the critical pages of your site.
Feel free to contact us if you have any questions.