I groan a bit when industry experts keep pushing for smaller and smaller snippets, faster and faster content, shorter and shorter videos, quicker and quicker events. It’s troubling because it’s focused on overall behavior and not specific to the behavior of your audience. Of course, if I’m going to buy some printer ink online – I need to find what I need quickly, see the information, and check out. But if I’m buying a new enterprise marketing platform, I’m going to really need some supporting research that I recognize will require a longer attention span to read, watch, research, etc.
Another argument that I’d push is that the numbers often skew so low simply because visitors can’t find what they need, accidentally arrived, or weren’t even human at all – they were a bot. Imagine if you could review statistics for qualified prospects on your site. Visitors that could or would purchase if provided the opportunity. I’m confident that the digital statistics wouldn’t look as extreme as they do in this infographic.
According to web attention and monetization firm, Chartbeat, 55% of web page views get less than 15 seconds of attention. For brands, this means there are only tiny windows of opportunity to grab attention: They have moments. And they have to make each moment matter by delivering ‘instant digital gratification’ – the best possible customer experience instantly. Content is no longer the king, now it’s the moments that matter. Brian Rigney, CEO of Zmags
That quote is from the infographic… and it makes me uncomfortable. Content is still the king, it just has to be communicated in the most efficient and effective means possible. Speed without a message really doesn’t matter at all. I could summarize a Marvel movie in 1 minute, but no one is going to pay for that. Consumers would still much rather pay $15 to experience the movie.
I’m not knocking the premise of the overall infographic and I wanted to share it here because speed is a critical component of any digital experience. Zmags is on the right track – we need to be always pushing the envelope on providing our visitors with a superior user experience where the messaging is easy to find and effectively communicated in the shortest means possible. Anything more and you’re going to lose your qualified audience.
Side note… but funny. I optimized the infographic image below and it’s loading 17% faster. Hehe.
You can download the Zmags e-book, Mastering Marketing in the Moment to learn key strategies for capturing consumer attention.