General2 min
ReplayOctober 29, 202558 minutesMichiel Cassee
Searching, exploring, finding: an information flow that converts
Learn how to organize website information that converts visitors. Expert insights on information flow, layered content, and proven methods to guide customers through your digital journey.
About this masterclass
The average attention span of website visitors has dropped from 150 seconds in 2004 to just 47 seconds in 2023. In that short time, you must provide visitors with the right information and convince them. Michiel explains how to tackle this.
Key Takeaways
- Avoid overcrowded landing pages by creating a sense of calm with limited entry points
- Follow the information foraging principle: make scent trails crystal clear for users
- Apply bite-snack-meal approach: layered information aligned with the moment in the customer journey
- Test alternative CTAs alongside the primary conversion button for better user experience
- Use maximum 5-7 seconds between carousel images on desktop, avoid on mobile
- Ensure intuitive entry points and headers that immediately clarify what to find where
- Place key actions and snackable information above the fold on mobile
- Implement a 'jump to' menu for navigation to frequently visited pages
- Benchmark against competitors to know where you stand in the complete customer journey
The fundamentals: information scent and layered information
Website visitors follow 'information scent trails', just like animals in the wild searching for food. They want as much relevant information as possible with minimal effort. This explains why users don't scroll or click endlessly.
Additionally, the bite-snack-meal method is essential: layered information provision tailored to the moment in the customer journey. Homepage must facilitate quick navigation, detail pages must inform and convert.
Common pitfalls
Overly busy landing pages scare visitors away with too many elements, moving images, or excessive text. German comparison sites and bathroom retailers showed how not to do it: chaos upon landing creates frustration.
Unsuitable navigation is another pain point. When it's unclear where you can find information, visitors lose their way. Information scent must be crystal clear.
Best practices that work
Successful examples like Vattenfall and Brand New Day show how it should be done. They use clear tiles, intuitive headlines, and visual guidance. A 'quick access' menu helps visitors navigate directly to frequently visited pages.
Test alternative CTAs alongside the primary conversion button. A 'more information' option can even contribute to higher conversion on the main button.
Speaker
MC
Michiel Cassee
WUA
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