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Daniel Kahneman, Nobel Prize winning author of “Thinking Fast and Slow” uses the terms “system 1” and “system 2” to describe how we process and understand information. System 1 is intuitive, non-thinking. System 2 kicks in when the brain must work on the problem.If I ask you what is 2+2, your system 1 brain immediately answers 4.
Now, if I ask you what is 2,531 + 9,518? without using a calculator, then your system 2 brain kicks in. You focus, and your cognitive load increases as your brain works towards the answer; 12,049.And it is the same for language.
If a Web visitor arrives at a Web page with a complex message, they must spend mental energy working to understand. And since people scan web pages and spend 15 seconds on average on each page, they will most likely churn....
Do you have a website content "blind spot"? It could be hurting your results.