The average person picks up his phone close to 1,500 times per week. That’s a lot of competition and a lot of distraction. In fact, studies show that the human attention span is now shorter than that of a goldfish.
Getting a customer’s attention can be difficult enough, but that doesn’t matter unless you are able to keep it. As our world becomes increasingly reliant on technology, we have to find ways to keep our prospects engaged, and that begins by recognizing why they don’t seem to be paying any attention in the first place.
1. Increased Bounce Rates
When most people reach your website, they only stay for about 10-20 seconds before leaving to visit another one. That’s not a lot of time to grab their attention, which is why it is so important to have a well-designed, SEO-friendly site. But that’s not all. If you want your prospects to spend more time scrolling, you must:
- Think visual – how much text can you truly read through in 10-20 seconds? People process images quicker, and they keep their attention longer. If your website isn’t designed in a way to attract a customer’s attention, they won’t be staying long.
- Conversion is king – It doesn’t matter how many people visit your site if they don’t eventually become customers. Your website needs to draw prospects into the sales funnel as quickly as possible. Be clear about what you are selling and only offer content that is valuable, not salesly.
2. Content Overload
No one really reads anymore, they scan. Content overload is becoming an unfortunate trend in B2B sales, causing users to skim over most of the content you produce, rather than investing enough time to understand your product or service.
A successful eCommerce sales strategy includes content that is clear and concise. From web copy and blogs, to white papers and case studies, every bit of content you produce should be scannable.
Use images, icons, bullet points, and if you must describe a topic in detail, break up your paragraphs and try to keep it as persona-oriented as possible. It’s not about what you do, it’s about what you can do for them.
3. Videos Are Secret Weapons
Fortunately, there is still one sales strategy that continues to keep people’s attention—videos and other rich media. On average, if a user makes it 8 seconds into a video, they will stay for another 2.7 minutes. That sure beats 10-20 seconds! It is also true that Facebook’s current algorithm favors videos over articles and images, so there is a major advantage to using videos in your marketing strategy.
Keeping your users engaged is a huge part of nurturing leads. Next time you are looking for something online, think about the things that keep your attention, and the things that make you want to jump ship.
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