Your prospects’ brains have limited processing power. As brilliant as we all believe ourselves to be, when confronted with overwhelming graphics, complex verbiage and disjointed eyeflow, we quickly become overwhelmed.
It’s not that your prospects can’t understand what we’re seeing. It’s more that they’ve only devoted a small portion of their brains to their search to solve their need and your overly complex website has over-taxed the allocated mental resources.
Steven Yantis, a professor in the department of psychological and Brain sciences at Johns Hopkins University, has this to say about talking on cell phones while driving:
Directing attention to listening effectively “turns down the volume” on input to the visual parts of the brain. The evidence we have right now strongly suggests that attention is strictly limited—a zero-sum game. When attention is deployed to one modality—say, in this case, talking on a cell phone—it necessarily extracts a cost on another modality—in this case, the visual task of driving.
When we focus our attention on a thing, we reduce our ability to think about or even notice other things, even when those other things would otherwise have been obvious.
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