New research from SAY Media and IPG have shown that an ad placed on uncluttered websites without overloading the senses of the user are 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 time and time again that in order to get your message across, the message must be simple, clear and concise. When decorating, we’ve been taught to simplify the amount 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 to actually 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 in as quick and easily 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. By 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 as well as ad perception. Those sites that were clean and easy to navigate were perceived as being 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.
So let this be a lesson to all of you webmasters and advertisers out there. Don’t try to cram too many adverts/messages/objects/etc. into your layouts. Less really does seem to be more.