THE FIVE STAGES OF ONLINE INFORMATION PROCESSING

By: Shamika Roach

STAGES OF ONLINE INFORMATION PROCESSING

Exposure

Attention

Comprehension & Perception

Yielding & Acceptance

Retention

ExposureIf content is not present for long enough, customers will not be able to process it. In other words, if your banner adverts or shockwave animations change too rapidly, the message will not be received.

Attention

Times New Roman

Brush Script Calibri

Lucida Handwriting

The human mind picks out messages from a screen full of text

using headings and graphics. Movement, text size and colour help

to gain attention. *N.B. Studies show that the eye is immediately

drawn to content, not the headings on screens.

NEILSON 2007

This study uses a heat map to show three examples of user engagement with the content:1) Quick Scanning2) Partial Reading3) Through Reading

The most and least looked at is highlighted in red and blue respectively. Advertisements are highlighted in green. At all levels of engagement the finding is the same regarding banners; almost no fixations within ads.

The Three Design Elements that are Most Effective at Attracting Eyeballs

1) Plain Text 2) Faces 3) Cleavage/Private body parts

Comprehension & Perception

http://www.mywedding.com/

Refers to how the customer interprets the combination of graphics, text and multimedia on a website. The design will be most effective if it uses familiar metaphors since the customer will interpret them according to previous experience and memory

Yielding & Acceptance

Refers to whether the information you present is accepted by the customer. Different tactics need to be used to convince different types of consumers to accept the information being presented.

*N.B. Emotion eliciting ads have a greater impact on long term memory when compared to factual advertisements.

Customer Retention

1. High Quality Content 2. Ease of Use

3. Quick Downloading 4. Frequent Updates

A clear, distinctive site design will be retained in the customer’s mind and promote repeat visits. To increase the rate of customer retention sites should incorporate the following:

www.tripadvisor.com

THE END