E-book
An information flow that converts
How to make information easy to find, scan, and act on
The battle for attention
On a digital screen, the average attention span has dropped from 150 seconds in 2004 to just 47 seconds in 2023.
At the same time, mobile internet use keeps rising compared to desktop. That creates new challenges for navigation and information structure, especially when visitors expect fast, effortless answers.
And those expectations only keep growing. With alternative options everywhere, users won’t wait or work hard to find what they need.
That’s why how you organize and present information matters more than ever. The way your website helps people search, scan, and decide directly shapes how they see your brand and whether they stay or leave.
The battle for attention
How poor information flow costs you visitors
“Imagine:
You’re looking for travel insurance online.
The homepage opens with a moving banner about a promotion. You scroll down, trying to find the right place to start.
On the next page, you’re flooded with extra details and side topics.
When you finally reach the detail page, all the information is scattered and the text is far too long to scan.
Frustrated, you leave the site and decide to check out a competitor instead.
At least one of these frustrations happens more often than you might think during a typical website visit.”
Michiel Cassee Digital Research Consultant
How poor information flow costs you visitors
The way you present information matters
A website isn’t just about having the right content, but about how that content is organized and presented. Even valuable information can miss the mark if it’s fragmented, illogical, or overwhelming.
Form (UX, the how)
Content (perception, the what)
Scannability
Navigation
Appearance
Technical functioning
Brand perception
Product offer
Price perception
The user experience
At WUA, we map the entire user experience across your website and your competitors. We look beyond individual elements to see the bigger picture: how navigation, scannability, visual design, brand perception, product offering, and price perception together shape a visitor’s overall impression.
By understanding these layers, you start to see your website the way visitors do: not as separate pages, but as one cohesive experience that shapes their judgment and decisions.
The way you present information matters
How users look for information
Every website visit starts with a search for answers. Visitors arrive with a question in mind and a limited amount of patience to find what they need. They scan, click, and decide within seconds whether the path ahead feels promising or confusing.
Two key principles explain how people search for information:
Information foraging
Bite-snack-meal
These models show:
How visitors decide where to click
How much effort they’re willing to put in
And when they stop searching
Together, they form the foundation for how people navigate and make decisions online.
How users look for information
Information foraging
Website users search for information in much the same way animals search for food. They want to find as much relevant information as possible with minimal effort.
Visitors follow "scent trails" of information: small cues that help them decide where to go next. These trails come from headings, buttons, visuals, or short pieces of text that signal value and relevance.
Information foraging
Imagine going into a forest to pick apples. You could walk through the entire forest and collect everything you find, but that would take a lot of time and effort. Instead, you look for signals that guide you toward richer spots: apples on the ground, trees with fruit, or water nearby. Online behavior works the same way: people estimate which link, button, or section will give them the best return for the least effort.
Visitors follow the “information scent” they believe will help them reach their goal fastest. They don’t want to scroll endlessly, read long paragraphs, or click randomly. Instead, they constantly evaluate whether the current path still feels worth it. If not, they leave.
A good user experience reinforces those scent trails through clear copy, logical structure, and recognizable visual cues. When headings, CTAs, icons, and layout align with what visitors expect, the path feels intuitive.
The bite-snack-meal model
Not every visitor wants the same amount of information. Someone just starting their search needs quick, simple answers, while someone closer to making a decision needs depth and detail. The bite-snack-meal model helps structure information in layers, tailored to the visitor’s stage in the journey.
A bite gives a quick taste. It is small, easy to digest, and helps visitors understand what a page or product is about in just a few seconds.
A snack offers more substance. It adds context and supports light exploration.
A meal is for visitors who want full detail. This includes specifications, terms, in-depth explanations, or comparisons.
The bite-snack-meal model
These layers should connect smoothly across the journey.
Homepages and index pages (also called transition pages) help visitors scan quickly and find the right path.
Detail pages (or destination pages) inform and convert by providing everything needed for confident decision-making.
When a website balances these layers well, visitors can choose how deep to go without feeling overwhelmed. It respects their time, supports their curiosity, and builds trust through clarity.
Five common pitfalls in information flow
Even with the best intentions, many websites make the same mistakes when it comes to organizing and presenting information. These issues create friction, confusion, and frustration for visitors who just want to find clear answers fast.
In our research, WUA identified five common pitfalls that regularly disrupt the online experience:
Overcrowded landing pages
Poor navigation
Difficult comparisons
Too much text
Fragmented information
Each of these issues may seem small on its own, but together they can quietly cause visitors to drop off and conversions to be lost.
5 common pitfalls in information flow
1. Overcrowded landing pages
The landing page is too busy and off-putting.
The first impression determines everything.
When a landing page is overcrowded with moving banners, loud promotions, or too much text, it creates chaos instead of direction. Visitors don’t know where to look or what the next step is. This is the opposite of what a landing page should do.
An effective landing page should provide direction, create calm, and literally help visitors land. Yet we still often see cluttered pages that distract rather than persuade.
Here’s what visitors told us:
"These moving images are incredibly annoying and distracting."
"Way too busy, I don't know where to look."
"What a mess at the top of the page."
Examples of crowded landing pages that include moving banners, aggressive promotional offers, and an overload of elements competing for attention.
*Examples selected based on low scores from our research.
Landing
An example of a page that conveys calmness right from the landing, thanks to minimal text, a subtle banner, and a limited number of clear entry points.
Landing
Create calm Be careful with using videos or animations on the landing page. Create a sense of calm and avoid busy visuals or too much movement.
Reduce clutter Avoid an overload of flashy elements, long text, or too many entry points. Too much happening at once overwhelms visitors.
Tone down the sales push Avoid overly aggressive offers in banners or pop-ups. Test subtler variations and challenge your sales or marketing team to find the right balance between persuasion and overstimulation.
Skip the carousel Carousels may look dynamic but often distract more than they help. Avoid them on mobile, and let images on desktop rotate slowly, with 5 to 7 seconds between transitions (Baymard).
2. Poor navigation
Transition and landing pages are not sufficiently designed for speed and further navigation.
Navigation decides whether visitors find their way or get lost. Many websites make it unintentionally difficult by offering too many choices, using unclear labels, or leaving out context.
Good navigation creates direction and trust. Visitors should instantly understand where they are, what they can do, and what to expect behind each button.
This is what visitors told us:
"It's difficult to quickly find the information I'm looking for."
"I can't see the forest for the trees; it's a maze."
"I can't immediately see where I need to go."
Navigation may seem straightforward, but when the structure is off, visitors notice immediately. They lose their sense of direction and don’t know where to click. The following examples show what happens when that initial orientation fails.
“What can I do here? Where should I click? What can I expect behind these buttons?”
“Why am I immediately pushed into a calculator flow from the homepage?”
Fortunately, there are also plenty of examples where navigation works well. Clear entry points, recognizable headings, and logical menus help visitors quickly find their way.
Display key actions and “snackable” information above the fold.
The primary CTA is often seen as too pushy. Test the effect of a softer or secondary CTA to guide users who aren’t ready to convert yet.
Best practice examples (Odido, OHRA)
Vattenfall.nl offers intuitive navigation with quick access (‘information scent’) to relevant topics.
- The drop-down menus are logically organized, making it easy for visitors to find the right section: The home page offers main topics that are mutually exclusive. The icons help as visual guidance. 2. A ‘Quick links’ menu provides direct links to frequently requested topics.
“Clear and well-structured information.” “The drop-down menus are clearly marked, everything at a glance.” “Information grouped together, and a menu with quick links: and then useful links to information.” “Clear site with quick links immediately visible at first glance. You can quickly find what you are looking for.”
Brand New Day's headers guide visitors effortlessly through the page.
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The titles indicate the segments: visitors know what to expect in each segment. Visual material supports this. 2. The landing page takes the time to guide visitors: ‘Why an additional pension pot’, ‘Where do I begin’, ‘Why Brand New Day’, etc.
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The information is tailored to the information needs by offering customized entry points for each target group.
“Navigation works smoothly. Not too much information, but click through where necessary/interesting.” “Clear where to look. Well organized by category and very attractive layout.” “Good layout and click-through explanations of the options, logical steps.” “Very clear and well-organized website. You can immediately see where to go for the information you are looking for.”
FBTO.nl applies the principles of information structure well.
- Key information is concisely formulated on the index page (bite), with more detailed information provided on subsequent pages (snack/meal). 2. (Sub)texts contain only relevant context or explanations that contribute to understanding. Visitors can scan and consider options without feeling overwhelmed. 3. There is a sticky menu that helps visitors quickly navigate to the desired topic.
“The text is very well-organized. The text is very easy to read.” “Very pleasant and clear thanks to its minimalist structure.” “It is short and concise, yet provides a clear overview.” “How they have structured the page from basic information to more detailed information.”
Show key actions first Place the main CTA above the fold and test an alternative next to the direct conversion option to guide different types of visitors.
Make navigation intuitive Use clear headings, concise copy, and recognizable visuals or icons to help visitors understand where to go next.
Add a quick-access menu A “quick links” or “jump to” menu can make navigation easier, especially for frequently visited pages or long sections.
Measure scroll behavior Use a scroll map to see how far visitors actually scroll and adjust your page layout based on those insights.
3. Difficult comparisons
Displaying options in tile form makes it difficult to compare or distinguish between them.
When products or options can’t be easily compared, visitors hesitate. Many websites present choices in tile or card format but fail to make differences clear. As a result, users must open each option separately to understand what sets them apart.
This slows down decision-making and creates frustration. Visitors want to see at a glance what each option includes, what it doesn’t, and which one fits their needs best. If that clarity is missing, they postpone the decision or leave altogether.
Here’s what visitors told us:
“It's hard to determine which is the best choice for me.”
“The products are difficult to compare this way.”
“I have to look at each product separately to understand the differences.”
Visitors want to instantly see how options differ. A strong comparison is built on a few core principles:
List the same features for each tile, ideally aligned in rows. Show what is and isn’t included. Make it immediately clear which elements each option contains. Emphasize differences. Use color, icons, or labels to create contrast.
This approach helps visitors make an initial choice quickly and prevents them from having to click through multiple pages to find the differences.
Best practice examples (ANWB, ABNAMRO)
Brands like Allianz Direct and Odido demonstrate how these principles work in practice. With clear structure, visual support, and personal context, they make comparison both simple and persuasive:
Structure: the same features listed per option, in a fixed order. Transparency: what is and isn’t included is immediately visible. Contrast: visual accents highlight the differences. Visual cues: icons and color reinforce completeness. Relevance: options are labeled by use case (“for families,” “for those seeking flexibility”).
This creates a comparison that’s not only clear but also builds trust: visitors instantly see which option suits them best.
Best practice examples (AllianzDirect, Odido)
Use the same features List the same features for each tile so visitors can easily compare them.
Keep the order and alignment consistent Make sure the features are in the same order and on the same line between tiles.
Show what is and isn't included Show which features are included and which are not for each option.
Add visual support Use icons or visuals to clearly show the completeness of each package.
Make it personal Communicate the intended uses for each option so that visitors can easily identify the right choice for them.
4. Too much text
Pages are text-heavy, long, and cluttered. “Yes, but what about SEO...”
Many websites try to say everything at once. Product details, explanations, terms, and SEO copy are often merged into one long page full of text. For visitors, this doesn’t feel complete. It feels overwhelming.
What’s meant to inform ends up creating overload. Long paragraphs without structure make it hard to scan, causing the core message to get lost. Visitors want to quickly understand what’s relevant, not sift through hundreds of lines of text.
This is how visitors responded:
“Way too much text. I kept scrolling.”
“You have to read a lot to finally find what you're looking for.”
“Seeing so much text puts me off. I don't like it at all.”
Examples of pages that are good for SEO but difficult to scan for information.
CentraalBeheer.nl proves that having a lot of information doesn’t have to mean confusion, as long as the structure is right. 1. The product page provides a detailed explanation for each type of damage. 2. Using a drop-down/accordion menu, visitors can zoom in on information that is relevant to them. 3. Under ‘Storm damage’ and ‘Water damage’, an overlay explains what is and is not covered by the insurance.
“Lots of good information.” “Clear, concise, and informative.” “Clear website. Lots of information.” “Easy to make choices, good explanation.”
Best practice examples (CentraalBeheer.nl)
ANWB.nl maintains clarity through layering and segmentation.
- The additional coverages are clearly grouped in an accordion menu, where only one coverage can be opened at a time. 2. This layout keeps the page compact and makes it easy to navigate on mobile devices.
“The website is truly ANWB. Clear information. I really like how the information is divided into blocks.” “Because everything is presented concisely, and if you want more information, you just click on it.” “It's very easy to find what you want to know.” “Clear and concise, but you can also go directly to background information.”
Best practice examples (ANWB.nl)
AllianzDirect.nl offers a compact overview with a click-through option for each coverage to more detailed information.
Clear information icons provide additional explanations for each type of coverage. This keeps the overview compact for visitors at first glance, but allows for more detailed information if desired.
“They try to show concisely what is possible, and you can easily get additional information.” “All travel insurance options with what is covered are clearly indicated on the site, and there is also a lot of information about the insurance policies on the page.” “The additional information helps you know what you are choosing.” “I get a lot of useful and relevant information about the product being offered.”
Best practice examples (AllianzDirect.nl)
Tips
Start with the core message Place the most important keywords and key message at the top of the page, and keep it concise.
Make information easy to digest Use bullets, accordions, overlays, or links to break up long text and make content more scannable.
Match the page goal Adapt the amount of information to the page type. Transition pages should guide quickly, while destination pages should inform and convert.
Refine your copywriting Write short, clear sentences that are easy to scan. Avoid noise and keep it concise.
5. Fragmented information
Information is too fragmented across pages. There is no clear segmentation or grouping.
Sometimes the problem isn’t too much text, but text that’s spread out across the page. Important details are hidden in different sections, tabs, or subpages, forcing visitors to scroll endlessly or click back and forth to piece everything together.
When related information isn’t grouped clearly, people lose their sense of orientation. They can’t form a quick overview of what’s on the page or where to find what they need. The result is confusion, frustration, and unnecessary effort: all reasons to leave sooner than planned.
This is what visitors told us in their own words:
“The information is scattered across the entire page. I would prefer to see it all together.”
“Difficult to get an idea of how the page is structured and where I can find what I'm looking for.”
“Not very clear, you have to make a lot of effort to find everything.”
In this example, to search for information, you have to scroll through the entire length of the page.
Fragmented information *Example selected based on low scores from our research.
An in-page menu helps to group the most important information without losing clarity.
Best practice examples (Rabobank, Independer)
FBTO shows how smart structure prevents information from becoming fragmented. The site uses clear headings, visual boundaries, and a logical order that guides visitors effortlessly through the content.
- The header makes the purpose of the page clear. 2. The introductory text tells visitors what they will find on the page.
FBTO shows several ways to segment a page effectively.
- The three main elements have clear headers to identify the segments. 4. All elements, as shown in the examples, differ in design and presentation.
"Clear information on the main page with an explanation of coverage, additional options, and modules." “Complete autonomy for the reader. The clear headings ensure that I can follow it.” “Clear blocks with different types of information.”
Knab.nl uses the ‘Law of Common Region’ to visually separate elements.
Knab.nl delivers a page that’s easy to scan through visual framing (Law of Common Region), clear headings, and short copy with interactive options.
Law of Common Region: Elements are perceived as groups when they share an area with a clearly defined boundary.
“Everything is explained very clearly in short blocks, making it immediately clear.” “Pleasant design to look at, navigate through, and find information.” “You can quickly scan what's there.”
When viewing a product, users often have questions about terms or conditions. Place these links near the product to make them easy to access.
Best practice examples (CB – Car Insurance, ING.nl)
ABNAMRO.nl uses bite-snack-meal in the information about their interest rates.
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ABNAMRO.nl provides information icons for immediate explanations when calculating costs. 2. A link redirects visitors to a detailed explanation page.
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This follow-up page contains in-depth explanations of how the interest rate is determined.
“Easy calculation tool.” “Lots of information and tips.” “The offer is well-founded and reliable.” “I find the buttons clear and the information useful.” “Clear website layout. Information easy to find.”
Segment content clearly Visually separate page sections (for example, with background color) and use clear headings.
Group related information Combine related content into cohesive sections to avoid fragmentation.
Use an in-page menu An in-page menu helps group related information and prevents unnecessary scrolling.
How to improve your information flow
Improving your information flow doesn’t have to be complicated. Start with a critical look at how your website is built and how visitors move through it.
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Review your customer journey Go through your website step by step. Is the structure logical? Can visitors find what they need quickly, without effort?
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Identify what’s not working Note where people get stuck or drop off. Maybe the landing page is too busy, the navigation unclear, or the content too long.
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Improve and test Tackle improvements one by one and measure the impact. Even small changes in layout, copy, or grouping can make a big difference.
A good information flow is straightforward and efficient. It helps people move through your site naturally and reach their goal without confusion.
How to improve your information flow
Structure
Be careful when using video on landing pages. Keep things calm and avoid text, actions, or busy images.
Avoid an excess of loud elements, text, and entries on landing pages. This overwhelms visitors.
Avoid overly aggressive offers in banners or pop-ups. Challenge your sales or marketing team to find balance.
Do not use carousels on mobile devices. On desktop, allow 5-7 seconds between image transitions.
Navigation
Place the main CTA above the fold. Also test an alternative CTA for users not yet ready to convert.
Create intuitive entry points and clear headings: align copy, CTAs, and icons.
Use a “quick links” menu to help visitors jump to popular sections or anchor links within a page.
Use scroll maps to analyze how far visitors scroll and structure content accordingly.
Comparability
List the same features for each tile, in the same order and alignment.
Show which features are included and which are not.
Use visual aids to clarify the completeness of each package.
Describe each option’s use case to guide users toward the right choice.
Scannability
Put the most important keywords and core message at the top, concisely.
Tailor content depth to the page’s purpose (“transition page” vs. “destination page”). Show only what’s essential. Use bullets, accordions, overlays, or links to keep information easy to digest. Write short, clear sentences that are easy to scan. Avoid noise and stay concise.
Segmentation
Visually separate sections (for example, using background color) and use clear headings. Group related information into cohesive sections to prevent fragmentation. Use an in-page menu to organize related content and reduce unnecessary scrolling.
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Putting the customer journey at the heart of digital growth
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Leading brands like Allianz, ABN AMRO, Vodafone, ING, Google, and Suzuki have trusted WUA as their digital growth partner for over fifteen years.
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Systematically map out the entire customer experience
Gain insight into customer perceptions of your website and the impact of adjustments
Identify unmet customer needs
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Michiel Cassee Digital Research Consultant michiel.cassee@wua.cx
