Studies Prove Uncluttered Websites Perform Better
New research from SAY Media and IPG has shown that an ad placed on uncluttered websites without overloading the user’s senses is more useful, trusted, and effective. This bit of research also indicates that if multiple adverts are placed on simple, uncluttered websites, they also perform better. Shocking revelation, isn’t it? We’ve been taught repeatedly that to get your message across, the message must be simple, clear, and concise. When decorating, we’ve been taught to simplify the number of objects in a room so that the eye can focus upon said objects rather than darting about in a confused state. So it comes as no surprise that a simple, clean website with an advert allows the viewer actually to notice the advert and quite possibly react.
We live in a short attention span world, where we are constantly bombarded with messages and want to find the information that we are seeking as quickly and easily in a manner as possible. According to ComScore, the average time spent on a web page is steadily decreasing, with the average user spending just 40 seconds on a single page. Using a combination of eye-tracking technology and survey research, the study found that viewers spend twice as long with ads on clean pages that feature ads from just one brand. Uncluttered websites also have higher ad recall.
Ads on uncluttered websites have higher performance rates.
Some findings from the research are that uncluttered websites and clean pages enhance site perception and ad perception. Those sites that were clean and easy to navigate were perceived as more useful and trustworthy than similar cluttered sites. Ads that appear on clean sites are also always seen, according to eye-tracking data. Less clutter also means higher recall.
From Idea to Growth
So let this be a lesson to all of you webmasters and advertisers out there. Dont try to cram too many adverts/messages/objects/etc. Into your layouts. Less really does seem to be more.