We live in a world today where people focus on things for a very short time.
Thus, it is obvious that you need to convince your website visitor that the product or services you offer are truly interesting, by attracting their attention as quickly as possible, and also by holding it for as long as possible. You most likely want potential customers to visit your site to spend as much time as possible, paying special attention to registration, making purchases, etc. To do this, you need to attract and hold their attention, this will significantly increase the chances of conversion.
Filters in our brain or what our consciousness pays attention to
One of the key areas of our brain that focuses attention is the reticular activating system (RAS).
RAS works as a filter that sorts external stimuli into what carries important information (that is, what should be paid attention to), as well as what is not important (and, therefore, can be ignored). Without this filter, we would be constantly distracted by everything happening around us, without focusing our attention on anything in particular.
Thanks to RAS, we subconsciously monitor information in our environment, filtering signals that can be divided into the following groups:
- Physiological needs.
When you are hungry and you see food, it immediately attracts and holds your attention. - Choice.
You decide to buy a new BMW 325 and suddenly you see them everywhere. This strengthens your decision. - Your name.
Having noticed their name, people certainly direct their attention to it. - Emotions.
If something evokes emotion, you immediately focus your attention on it. - Contrast.
You pay more attention to things that contrast with others. - Something new.
The brain pays a lot of attention to things that are new to it.
Next, we’ll talk about how to practically attract and retain the attention of your website visitors.
New items
Psychologists and neurologists say that new products help to intensify the exchange of information.
Our minds strive for novelty. This is due not only to the need to gain new experience, but is apparently an independent need of our brain. Everything new invariably attracts the attention of our brain. And as soon as something new is explored and becomes familiar, we again go in search of something new.
Thus, it is obvious that in order to hold the attention of a site visitor, it is necessary to constantly present him with something new.
Compare 2 pages:
Page 1:
Page 2:
Which one was more interesting to watch? Which of them attracted attention longer?
Without a doubt, the second image contains much more that is new, and, therefore, holds attention much longer.
Pages overloaded with text
If your site has text-heavy pages and you want your visitors to read them, you need to use something new that will attract their attention.
Here is an example from the sales form text:
Once a visitor lands on this page and starts reading, the novelty factor wears off within seconds. It's the same as everywhere else. Boredom!
What can we do to increase the novelty factor in this case? How to enliven a form so that it attracts and holds attention?
Correct the “makeup” page:
Small changes in the background color, text positioning and added images will make the page more interesting, which means they will increase the chances that the visitor will linger here and, perhaps, read the proposed text.
We use various trump cards
Our brain pays special attention to typical patterns (of things, structures, behavior, etc.), and quickly learns to ignore anything that is secondary, predictable or boring.
The fact is that the constant search for changes in everything familiar is a mechanism that helps humans and animals fight for life. For example, an animal will easily notice a predator on the familiar horizon, because its brain constantly monitors changes in its familiar environment. The same feature of the human brain provides the ability to attract and fix attention by offering something strikingly different from the usual or in contrast to something.
Features of identifying issues requiring significant auditor attention (see paragraph 9)
A16. The auditor may, at the planning stage, form preliminary views on matters that are likely to be areas requiring significant auditor attention during the audit and, therefore, may be key audit matters. The auditor may bring these to the attention of those charged with governance when discussing the planned scope and timing of the audit in accordance with ISA 260 (Revised). However, the auditor's determination of key audit matters is based on the results of the audit or evidence obtained during the audit.
A17. Paragraph 9 sets out certain factors that the auditor should consider in determining matters requiring the auditor's significant attention. These features generally relate to the nature of the matters that are communicated to those charged with governance and are often related to the matters disclosed in the financial statements; they should also reflect areas of the financial statement audit that may be of particular interest to intended users. The fact that these features need to be considered does not mean that they are always key audit matters; rather, it indicates that matters related to such characteristic features are key audit matters only if they are determined to be of most significance to the audit in accordance with paragraph 10. Because the features may be interrelated (for example, matters relating to circumstances set out in paragraphs 9(b) to (c) may also be identified as significant risks), the possibility that more than one feature may be relevant to a particular matter that has been communicated to those charged with governance may increase the likelihood that that the auditor will identify the matter as a key audit matter.
A18. In addition to matters related to certain factors identified in paragraph 9, there may be other matters that have been communicated to those charged with governance that require significant auditor attention and therefore may be identified as key audit matters in accordance with paragraph 10. Such matters may include, for example, matters that are relevant to the audit but are not necessarily disclosed in the financial statements. For example, the implementation of a new information system (or significant changes to an existing information system) during a period may represent an area requiring significant auditor attention, particularly if the change had a significant impact on the auditor's overall audit strategy or involves significant risk (eg , changes in the system affecting revenue recognition).
Areas of Assessed Increased Risk of Material Misstatement or Significant Risks Identified by ISA 315 (Revised) (Ref: Para. 9(a))
A19. ISA 260 (Revised) requires the auditor to communicate to those charged with governance the significant risks it has identified [1]. Paragraph A13 of ISA 260 (Revised) explains that the auditor may also communicate to those charged with governance what action the auditor plans to take to address areas of increased assessed risk of material misstatement.
[1] ISA 260 (Revised), paragraph 15.
A20. ISA 315 (Revised) defines significant risk as the identified and assessed risk of material misstatement that, in the auditor's judgment, requires special consideration in the audit. Areas requiring significant management judgment and significant unusual transactions may be identified as significant risks in many cases. Consequently, significant risks are usually areas that require significant auditor attention.
A21. However, this may not apply to all significant risks. For example, ISA 240 allows for risks of fraud to arise in revenue recognition and requires the auditor to treat those assessed risks of material misstatement due to fraud as significant risks. [1] In addition, ISA 240 states that because of the unpredictability of actions that management may take to override the control system in place, this represents a risk of material misstatement due to fraud and is therefore a significant risk [2]. Depending on their nature, these risks may not require significant auditor attention and therefore will not be considered when the auditor determines key audit matters in accordance with paragraph 10.
[1] ISA 240, The Auditor's Responsibilities with Respect to Fraud in an Audit of Financial Statements, paragraphs 26–27.
[2] ISA 240, paragraph 31.
A22. ISA 315 (Revised) explains that the auditor's assessment of the risks of material misstatement at the assertion level may change during the audit process as additional audit evidence is obtained. [1] A review of the auditor's risk assessment and planned audit procedures in relation to a particular area of the financial statements (that is, a significant change in the audit approach, for example, if the auditor's risk assessment was based on the expectation that certain controls would be operating effectively, but the auditor obtained audit evidence that controls did not operate effectively during the audit period, particularly in an area where there was a heightened assessed risk of material misstatement) may result in an area being identified as requiring significant auditor attention.
[1] ISA 315 (Revised), paragraph 31.
Significant auditor judgments in areas of the financial statements that require significant management judgment, including estimates that have been determined to involve a high level of estimation uncertainty (Ref: Para. 9(b))
A23. ISA 260 (Revised) requires the auditor to communicate to those charged with governance its views on significant qualitative aspects of the entity's accounting practices, including accounting policies, accounting estimates and disclosures in the financial statements.[1] In many cases, this relates to critical accounting estimates and related disclosures that are likely to be areas requiring significant auditor attention and may also be identified as significant risks.
[1] ISA 260 (Revised), paragraph 16(a).
A24. However, users of financial statements have shown particular interest in accounting estimates that have been identified as subject to a high level of estimation uncertainty in accordance with ISA 540 [1] and that may not be identified as significant risks. In addition, such estimates depend heavily on management's judgment, often represent the most complex areas of financial reporting, and may require the involvement of management's expert and the auditor's expert. Users also noted that accounting policies that have a significant effect on the financial statements (and significant changes to those policies) have implications for their understanding of the financial statements, particularly in circumstances where the entity's current practices are not consistent with those accepted in the industry.
[1] See paragraphs 10–11 of ISA 540, Audit of Accounting Estimates, Including Fair Value Measurements, and Related Disclosures.
Show contrast
The brain pays a lot of attention to things that are different from what is familiar or what happened in the past.
This is another evolutionary feature in humans. There is an area in the brain that looks for contrasts and differences in order to make quick decisions and avoid confusion. You can use the features of this area of the brain to get people to pay attention to a product by demonstrating its benefits in a before-and-after format:
You've certainly seen this technique before. It really works. Of course, contrast is effective not only if you need to advertise something related to fitness, it can be any type of transformation: material security, conversion, transport, beauty, etc. In other words, anything can be promoted through contrast and comparison.
From the book Neuromarketing
:
“... the area of the brain responsible for searching for changes in the environment pays special attention to any disturbances or changes”
, for example, before/after, dangerous/safe, with/without, fast/slow, etc. Therefore, in order to attract attention, it is necessary to offer the site visitor various contrasts and comparisons, but avoid the typical and ordinary.
All that remains is to figure out how to use contrasts and comparisons to prove the reality of all the promises.
Problems of attention
Clip thinking and ADHD
Attention is constantly being collected and divided (even among those who practice attention management); its switching every 30–90 seconds is a natural property. The body itself encourages us to be distracted by releasing dopamine, the pleasure hormone, when we switch to new information. Dopamine addiction - reward for distraction - creates clip thinking, or the desire to receive information in fits and starts.
Attention Deficit Hyperactivity Disorder (ADHD)
also speaks of a crisis in attention management. In short, people with ADHD are well-rounded individuals who don't get things done. They are fantastic at entering the moment, feeling its fullness, but immediately lose interest when the intensity of the experience subsides.
External environment
Modernity places special demands on the speed of information processing, so the outside world also constantly distracts us. For example, many experts will become unclaimed if they fall out of the process of updating their skills for just a year. This is why we are so eager to multitask, hoping to divide our attention into several processes in order to get everything done.
Tests appear in the form of situations of uncertainty: for example, a crisis and a pandemic pose new problems, trying to take control of our attention from us, and stress impairs concentration. It's no wonder people find it increasingly difficult to see clearly and act effectively.
Source: francescoch / istockphoto.com
Attention - limited resource
The attention resource has a limited volume, and we spend it in all conscious processes: when we work, listen to music, watch a movie, and even during light sleep. By wasting the resource of attention, we deprive ourselves of the strength to concentrate on the main thing, we cannot complete important tasks to the end and we experience stress.
Attention is currency
Where there is attention, there is activity, energy, manifestation. Attention can be exchanged for work, emotions, money, so the ability to own it and independently determine where to direct it is a kind of luxury. We often go bankrupt every day, and the stake in this game is life, just not the one that ends with age: it’s about being in the moment, consciously living every second.
In the future, it is the ability to concentrate for many hours, an active position and the ability to go beyond stereotyped thinking that will determine leaders and professionals in every field.
Evoke emotions
By evoking emotions, you attract and hold attention.
The effectiveness of advertising that evokes emotions is undeniable. If you can make people feel something (anything), they will not only pay attention to the message received (both text and visual), but they will also remember it.
Think back to last year. What do you remember most? One hundred percent guarantee – those events and things with which the strongest emotions and experiences are associated. So the effectiveness of emotion-evoking advertising and messaging is clear.
Of course, emotions need to be evoked carefully: you don’t always have to try to “hit” aspects of sex or try to cause a strong shock, as was done, for example, in the Tom Ford
:
You can make almost any message significantly more effective by introducing a clear and meaningful emotional image.
Here is an example of such a message:
Make your messages more emotional and meaningful - and this will attract people's attention, as well as keep it for a long time.
He's Lost Interest But Is Afraid to Tell You
Some men simply hate conflict and avoid it whenever possible. They will try their best to ignore you and appear unavailable so that you will eventually agree to break up.
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Provide information to the visitor in a logical and structured manner
John Medina
, author of Brain Rules says,
“Our brains focus on sequences
. Thus, a lot depends on how logically the content of the pages is structured. Start with a clear introduction to explain exactly what the presentation will be about, followed by the actual presentation and conclusion to direct the audience to take a specific action. The consistency of the information flow makes it much easier for the audience to understand. If the text is not clear and too complex, people will have to spend time and effort trying to understand the essence of the message. And they are unlikely to want to do this.
In general, people are unable to concentrate on anything for more than 10 minutes. So you need to complete the deal with them before this time expires, or create new emotions in them every 10 minutes until the deal is completed.
People don't read, they skim
We know that people don't read everything on our site.
And there's no way to change it. All you can do is give them the opportunity to get as much interesting information as possible while they browse the pages, and also clearly highlight what is important to them.
Research shows that people browse pages in an F shape:
Show examples
The phrase “let me show you what I mean” is one of the best ways to assert your position when you want to explain or prove something.
Such a phrase attracts attention in anticipation of a visual continuation of the sentence, which the brain really appreciates. When evaluating a product or service, the brain works to analyze the information offered and draw conclusions and make a decision. Images are a great way to demonstrate something visually and provide answers to many of the questions the brain asks.
The brain “loves” visual stimuli because they are processed faster than words. This is why you must always provide clear examples of what you are trying to explain in words.
Website speed value
Provide your site with the fastest possible speed.
It is important. If the pages load poorly, there is a high chance of losing a visitor. Even if he is interested in the content of the proposed pages, the slow speed of their loading will distract him from reading. In addition, speed also affects positions in search engine promotion of a website.
Usability guru Jakob Nielsen
claims that 0.1 seconds of site loading is exactly the time that provides a feeling of instantaneous response. 1 second still allows the user not to feel discomfort, but 10 seconds is almost a guarantee that the visitor will leave the site.
Use tools to measure site loading speed.
In Firefox
noticed that when their site began to load 1 second slower, this resulted in a 2.7% decrease in conversions.
Bing and Google
found that a 0.4c faster loading time ensured that users stayed on sites longer:
Amazon
reported that a 100ms increase in site speed provided a 1% increase in revenue .
How to make a website faster:
- Use Google PageSpeed
to find out how you can improve your site's performance. - Use HTTP caching
. - Use a CDN
.
Bonus tip: Red lips will attract the attention of the male audience
A recent study claims it's hard to find anything more effective than red lips when it comes to attracting men's attention.
Manchester University
researchers conducted a study in which 50 men viewed various images of women. The results showed that men looked at images of women wearing red lipstick an average of seven seconds longer. Research also showed that men spent only 0.95 seconds looking at their eyes and 0.85 seconds at their hair.
You are on different relationship timelines
Understanding the time frame of a relationship is crucial when you are looking for true, lasting love. In the first 1-2 months, men simply date to see if they want to continue the relationship further. On the other hand, women will immediately want to turn dates into relationships, especially if they are attracted to a guy. The 2-3 month mark is when he will most likely decide if this relationship has potential.
It's important to understand that men usually take longer to decide if they want to continue being with a girl. When you don't give him enough freedom to make his own decisions, he feels pressured and leaves.
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