Designing a website for an audience with decreasing attention span

Most people can focus on a particular activity for only a short period of time. Research shows us that the average ability to focus is only about eight seconds! It's a fact that people can hardly put their minds to a specific task without being distracted by things in the immediate environment, particularly smartphones. That's why, as a website owner, you have an extra task to design a website that takes the decreasing attention span of people in consideration.


Note that you have limited space and time to engage with your visitors on your website. So, make the most out of the limited time by crafting features and content that focuses on the needs of this huge group of website users who have a decreasing attention span when interacting with your content. The first impression is very essential for the user to determine if they will stick to the site. If not they decide to leave after the first impression, your site will experience an increased bounce rate when the user decides to quit.


Here is a well-explained guide to help you overcome the issue of a decreasing attention span on your business website.

Plan the navigation process

When planning the flow of actions on your website, it is important to keep your audience in mind. Consider each step of the website visitor from the time they land on your site to the very last moment when they leave. Efficient planning of the website navigation process will ensure that the user gets a smooth and engaging experience; hence they will most likely stick around longer.


When planning the flow of functions on your website, consider the goals that you wish your audience to achieve while on the site. For instance, if you have an online store, your ultimate goal from the customer will be to get them to purchase a certain product or service. If you are running a blog, a customer's subscription to your newsletter or email notifications can be your goal. You may also have other end goals, such as sharing your brand on social media, filling a contact form, or booking an appointment.

With the end goal and the customer in mind, design a smooth and quick flow of actions for the user to reach their target as soon as possible.


To ensure that your customer gets a short and seamless path to his goal, consider the following factors:


  1. Minimize the number of pages needed to reach the desired page.

  2. Add bright and compelling call-to-action buttons to direct the user around the website.

  3. Reduce the number of items on each page to minimize user distraction on the site.


Optimize your page 'above the scroll.'

The 'above the scroll' section is the topmost section of your homepage that captures the visitor's attention when they land on your website before they scroll down on your web page. What is the first thing that greets your users when they get to your site? The first impression can make or break your brand. Therefore, optimize the 'above the scroll' section by incorporating key features to leave a long lasting impression on your website users.


There is a need to design the homepage in a manner that captures the full attention of the users when they land on your site. Note that there is so much competition from other brands offering similar services, so you really need to enhance a love-at-first-sight feeling in your site. Thus, this section should be visually appealing and with the most significant details.


The ‘above the scroll’ section should aim to achieve three key objectives as outlined below:


  1. Outline clearly on your homepage what the website is about.

  2. Inspire the user to read more or search for the desired products and services.

  3. Give a clear direction on how to find the information they are looking for.


Visualize your information

Large amounts of text play a significant role in reducing the attention span of the users on your site. When crafting the content for your website, avoid piling up large amounts of text. Instead, adopt a more approachable model of text presentation, such as visual images, to enhance user engagement.


Visual features are essential in:

  1. Transmitting information more quickly.

  2. Adding a better aesthetic feel to your website,


Visual features may include videos, animations, charts, statistical graphs, and pictures. Remember to use the visual features moderately and in the right place to avoid distracting the customer.


Avoid clutter and congestion

Adding a lot of features on a particular page can hinder the users from getting to the desired information they are looking for. You might be tempted to squeeze all your wisdom on one page, but it might be better to divide your content into easy to digest content blocks spread across different pages.


Unclutter your website and use more white spaces to give the users the space to focus on what matters to them.


Speed up the search process

It is essential to make the search process easy. Due to the decreasing attention tendency, your website users don't seem to have the time to look around for too long. So help your customers to get what they want before they lose interest.

If your users get frustrated while trying to locate a certain feature, they will most likely look for it from somewhere else.


To enhance the search process, consider the following actions:


  1. Add a search bar for the users to search for specific keywords.

  2. If your website is an online store, integrate product filters to assure your buyers have a smooth shopping experience.


Use the right color combination

The right colors improve the browsing experience on your website. Besides, colors improve the visual appeal of your website, enhancing the layout, and in guiding the user through your site.


You can use an effective color combination to achieve the following goals:


  1. Draw the users’ attention to specific features by accentuating them with contrasting colors.

  2. You can create a sense of hierarchy and priority by using the same color palette for related features.

  3. Improve the readability and legibility of your text by using an effective color contrast.

  4. Use great color psychology to get your website in the right mood and to match your brand core values.


Incorporate a chat feature

When the users land on your website and they cannot get answers to what they are looking for, they might as leave your website quickly. So it is almost essential to incorporate a chat feature to engage with the users so you can respond to their queries.


Reduce the loading speed

A website that loads slowly will make you lose valuable visitors. But a slow website will also mean decreased traffic to your website as Google doesn't like to rank slow website on high position in the search results.


To reduce your website’s loading speed, consider the following factors:


  1. Optimize your website images for a great visual and keyword experience.

  2. If you need them, add the heavy features on different pages so that they do not load all at the same time.

  3. Use a moderate number of videos and animations. You could consider streaming these features rather than hosting them on a webpage.

We hope that this blog article will help you to create a website experience that captures the full attention of your audience. Do not hesitate to reach out to our experts if you have any questions.