In the 21st Century, after a day’s enormous busy schedule and hectic work out, Digital Media is the best way to relax physically and mentally. This immersion to Digital World not only provides entertainment and satisfaction but also prepares an individual for the next day’s activities.
This mental stress opens the door for online surfing, connecting with friends via social media, reading e-books etc; these activities divert human mind automatically wherever it possesses information. It is observed most humans search for the information they like to read and work upon either it is to reduce stress or it is absorption from surroundings.
The Elaboration Likelihood Model (ELM) by Petty and Cacioppo provides a clear outline route followed by most of the online visitors to explore internet. The factors that influence which route will be activated are motivation (a desire to process the message) and ability (available cognitive or intellectual resources).
A central route is followed when someone is motivated from a person/company and likes to generate the thoughts from their idol.
Another way to check the ability is what peripheral model offers. In this model a visitor gets exhausted by digging into the website.
The ELM model provided One Stop Media a platform to understand and differentiate between goal-oriented visitors who visit a website for a specific reason and unintentional visitors who are just passing time, checking out what a website has to offer and hoping for entertainment.
Optimising for Goal Oriented Visitors:
In this scenario one has to provide lots of information so as to motivate the visitor and he can dig more and more into the website in search of more interesting content. One stop Media offers a list of necessary equipments which can make your website a sugar cube to online visitors.
In this case most of the online visitors will be your regular customers for services or updates. Commercial advertisements are often considered as distraction to the visitors but if website is provided with latest features and regular updates, customers can still rely and feel comfortable in exploring website, more and further more.
One Stop Media’s team is capable to convert these visitors by providing navigation tools and search abilities that allow them to complete their tasks as quickly and easily as possible. It is also crucial that you equip goal-oriented visitors with all the information they need to make a suitable decision – including customer reviews, easy access to website assets, and even information from other websites.
Optimising for Accidently Dropped In Visitors
It is very hard to convince people these days to stay on a website where they can’t access entire website’s content/ features. But still you need to manage your visitors; you don’t want to lose any visitor. Even though you know people are coming unwillingly or they might have accidentally dropped in by an advertisement or a click.
Still business houses want these visitors by engaging them in videos, images, animations, catchy headlines, slogans and colourful texts.
For example, visitors to sites like Twitter, LinkedIn and Facebook generally don’t have a specific goal in mind, but are looking for amusement during a work break or at the end of the day. Smart websites know how to grab these visitors for long periods of time by posting links to very similar content at the bottom of each article, leading the visitors to go from one article of interest to the next.
Similarly E-Commerce websites are targeted by customers just to have a look in ‘Recommended for you’ and ‘Similar Items’ sections. So these website owners are highlighting their business in search engines from their competitors.
It is crucial that your site is optimized for both types. In the absence of sufficient levels of stimulation, unintentional visitors will get bored and move on. Similarly, a sense of disorientation can lead your goal-oriented users to abandon your site permanently.
As our digital world moves increasingly towards personalization, the ideal solution would be to meet each visitor’s needs by observing their activated cognitive route, and optimizing their experience accordingly. Until that time comes, we must optimize our websites for both cognitive paths.