Why Repetition Supports Conversion
This post was made Jun 14, 2010 by Carlos del Rio
credit: loop_oh
The short answer is that we recognize things even if we don’t remember them.
Last week Kristy Bolsinger found this article http://www.neurosciencemarketing.com/blog/articles/unconscious-buying.htm about a study that found attention is not a significantly limiting factor in purchase intent. So, even if you don’t think about the button you don’t need yet, or the banner advertising something you don’t want yet, you still become accustomed to the actions they entice.
Consistency is a powerful tool because it creates a clear cue for the visitor as they change gears from passive to active engagement. Our brains tend to fade out the elements that are not related to our current tasks, but that doesn’t mean that we don’t see them. Consistent elements are recognizable even from low attention viewing. This means that with each repetition of viewing you teach your potential customer what to look for when they enter their action phase.
This also begs some questions about observed phenomena of click thorough rates of paired organic and paid search listings.
