4 ways to reduce user's cognitive energy on your landing page

1. Re-arrange the elements in your navigation bar.

Research has shown that users glance through the content on their screen in an F-shaped pattern. The first 11 characters on your website are the most important because they are the ones that get the most exposure. Re-arrange the elements in your navigation bar to show the most important link first and the least important ones in the middle.

2. Follow the 4 W's principle

Make sure your landing page addresses these 4 Ws: The who, what, where, and why. Who are you, what are you selling, where will they get it and why should they buy. Address the who and the what in the headline and sub-headline copy. Address the where in the CTA copy. Address the why in the value prop section of your landing page.

3. Abstract out the details.

Simplify the equation for your users. Abstract out the complications from your product and make it simple. Don't offer too many products or services at one go. Instead, find 3-4 common themes between your products and present those. This will make your customers feel less overwhelmed and more receptive to engaging with your business. Remember to reduce cognitive load.

4. Follow the 1-1-1 framework on your landing page

Instead of bombarding the user with multiple offerings, reduce cognitive burden by following the 1-1-1 framework. For each section of your page, mention one value prop, one clear message and one corresponding CTA. This will diminish the attention ratio your customers face and increase your conversions.

Processing efficacy plays a crucial role in the success of your marketing campaigns.

Fluent processing is enhanced by repeated exposure to familiar stimuli, aesthetic appeal, ease of interaction and so on. At its heart, fluent processing reduces cognitive load.

When we find something difficult to interact with, it increases cognitive friction. This leads to low information processing.

In other words, we prefer things that are simple for us to understand or use.

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Amor fati.