Help your users stay focused by removing distractions

The internet is noisy. “Sign up now” pop-ups, cookie notices, autoplaying videos, flashing ads – distractions are everywhere. When people arrive to your website, they are there for a reason. But the task they have come to perform can get piled under all the clutter. How many times have you abandoned a news article because you can’t read the text for all the ads and pop-up notices?

Minimizing “cognitive load” in this day and age is crucial for keeping the way clear for your users.

What is cognitive load?

Think of cognitive load like the mental effort required to listen to what your friend is saying in the middle of a crowded party. Thumping music, people jostling into you as they pass, laughter and shouts of others nearby... On a website, this "party noise" takes many forms: complicated navigation, cluttered layouts, flashing ads, tiny font sizes, or excessive text. Each element increases the burden on your users, making it more difficult to do what they came to do, whether it be reading an article, buying a product, or signing up for your newsletter.

Part of providing a “kind design” is designing for simplicity. When you remove unnecessary page elements, you help your users to focus. 

Any time I land on a website packed with a dumpster fire of flashing distractions, I’m out of there in about 3 seconds to find a calmer place to shop. Your users are no different. They want to find what they need with minimal fuss.

A clean layout with strategic whitespace creates visual breathing room. Every element on your page should have a clear purpose. Ask yourself: does this button, block of text, or image serve the main objective of this page? If not, it might be best to cut it.

Remove It, Hide It, Shrink It

To minimize the burden on your users’ cognitive load, try scrutinizing your website’s design with the question, “Is this necessary for what the user is here to do?” If the answer is anything other than “Yes, absolutely!”, then ask yourself:

1. Can I remove it?
   If the element serves no purpose, get rid of it.
2. Can I hide it?
   If the element needs to stay, maybe it doesn’t need to be visible all the time.
3. Can I shrink it?
   If it really must remain visible, maybe it can be downsized so it takes up less space.

The less clutter surrounds the task your user needs to perform, the easier it will be for the user to complete that task. Website layouts naturally grow cluttered over time, like an untended garden. Your website will remain in good shape if you make a habit of scrutinizing your website’s design periodically. Pull those weeds!

Break content down into smaller pieces

It is natural to want to give users comprehensive details about a product or service, but too much information can be paralyzing. If you have a lot of content to communicate, consider some of these techniques:

• Break your content into bite-sized pieces. 
• Use headings, bullet points, and short paragraphs so users can quickly scan and absorb the information they need. 
• Break your content into tabs so users can reveal the parts of the information relevant to them.

Let your users delve deeper into your information only if they choose to, like wading into the water instead of being tossed into the deep end right off the start.

Test, Learn, Iterate

Reducing cognitive load isn’t a one-time job. It requires ongoing adjustment. Heat maps and user testing can help you understand where users are struggling. 

• Do they drop off in specific areas?
• Is there too much information on one page?
• Are they missing key calls to action?
• Is the text on the page unclear?
• Are button labels confusing?

Tracking user interactions will help you to answer these questions. Sometimes a small change, like adjusting a button color or breaking a paragraph in two, can dramatically improve user experience.

The key is to test, make specific changes, and test again to measure improvements over time.

Clear Paths for Clear Minds

Your website’s success ultimately depends on your users' ability to focus on what matters. 

By minimizing distractions and reducing cognitive load, you are giving them the gift of clarity. By making their experience smoother and more enjoyable, your users will be more likely to complete the action you want them to take.

So, the next time you are thinking about your website’s design, ask yourself, “Am I making it easy for my customers to focus?” Taking time to answer this question will make a world of difference to your customers, and to your bottom line.