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Landing Page Optimization: The Definitive Guide to Testing and Tuning for Conversions, 2nd Edition by Rich Page, Maura Ginty, Tim Ash

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Interest

On the Web, interest is fleeting. A large number of other websites are just a mouse click away. The level of commitment to your particular site is low.

Interest is often tied closely to awareness. The attention of the person flits like a butterfly across your landing page—their awareness can be described as an ongoing scanning process. Interest is akin to the butterfly hovering for a moment over a particular flower. Interest can be viewed as a transient pull and concentration of the attention on a particular object.

Often, interest on the Web is expressed in a split-second decision. If the attention surge is strong enough, visitors will take the action of clicking. If not, their attention will subside back into scanning mode. If visitors’ ...

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