Research suggests you have as little as 1/20th of a second to capture your website visitor’s attention before they click away.
When you consider just how tiny an amount of time that is, it becomes clearer that typical-template, handshake-photo mediation sites are less and less likely to cut it as marketing tools.
To stop that click away, mediation marketers have to:
Solve a problem. Make them laugh. Get their attention (in a good way, of course). Entertain them. Teach them something. Engage them in an activity.
I recently ran across an absolutely brilliant example of the latter two approaches, both in the same website. When you arrive at the World Food Programme’s Free Rice Program site, you find a game greeting you. The vocabulary game’s instructions are simple and straightforward:
And to make it even more compelling, with each correct answer, the rice bowl on the screen gets a bit fuller, just to remind you what this little game is about.
The vocabulary words don’t have anything to do with rice, food or world hunger. They’re just a mechanism to keep you engaged by testing you. And when you’re done, perhaps you’ll click on the links for more information, just like I did.
What will you do to capture your target market’s online attention?
Pollack Peacebuilding by Jeremy PollackSummary of: McLamore, Q., Adelman, L., & Leidner, B. (2019). Challenges to traditional narratives of intractable conflict decrease ingroup glorification. Personality and Social Psychology Bulletin, 45(12), 1702-1716. https://doi.org/10.1177/0146167219841638 Background...By Natalie Davis
Full PDF Version August 12, 1997 The Honorable John L. Mica Chairman, Subcommittee on Civil Service Committee on Government Reform and Oversight House of Representatives Dear Mr. Chairman: In testimony...By United States General Accounting Office GAO