Avoid Repetition & Redundancy

Fact // Content viewers see on any web page is usually related to their state of mind. The user’s state of mind will influence their attention span.

The most engaged viewers will see only a fraction of page content to begin with or even less if preoccupied, fatigued or agitated.

Even more vexing: Modern Internet-based communication has altered the human attention span. In many contexts, humans are less and less capable of maintaining attentional focus for long periods. With such expansive amounts of new and evolving information surrounding us, we are even less interested in making the effort to spend a long time dissecting content to determine accuracy or relevance. The average, modern focused attention span is commonly understood to have fallen to about eight seconds. For comparison, your run-of-the-mill goldfish has an average focused attention span of nine seconds.

Duplicated or repetitive web content can be particularly damaging to site usability. Users who are forced to pore over the same facts or concepts repeatedly will experience decreased engagement at each element of duplication to the point where they may simply give up and disengage.

The goal of content development should be to create strong, definitive statements of fact or supported opinion, crafted in a brief and engaging manner. What can be presented once, with authority, need not be presented multiple times for fear of losing your audience.

The Takeaway

Viewers will only see a fraction of your page content to begin with, and how much content they allow themselves to see is governed by their state of mind. Avoid frustrating your users by avoiding repetition. Furthermore, boredom is the arch enemy of engagement. Remember: Content that is unnecessary or redundant can cause your users to disengage.

If you would like to re-evaluate your web content or are considering a website overhaul, the Momenta Creative team is here to help! Be in touch with us for further information.