Black Friday is a time when shop owners test all their knowledge about customer behavior. One topic that impacts the most in conversions is keeping the buyer’s attention and avoiding attention diversion.


There are different levels of attention: Selective, Sustained, and Divided. If we understand them better, we can drive the buyer’s engagement into additional purchases and avoid the loss of stimulus for new ones.

Selective Attention

Concentrating on an object for a certain period is selective attention. This kind of awareness helps us to recognize and focus on important information. We focus on certain essential elements of our world. At the same time, other issues remain in the background or go unnoticed, such as listening to a colleague during a noisy work event or finding a building in the city’s hustle and bustle.

We have a limited capacity to pay attention to our immediate environment for so long, so we need to be vigilant about the things we notice.

Sustained Attention

To detect any relevant changes in our immediate environment, we pay attention for a more extended period. This is called sustained attention.

Sustained attention is our ability to focus on a specific area of the environment to see any improvements that could necessitate our involvement.

Divided Attention

If several tasks require selective attention, sustained attention, or both, then divided attention is necessary. The problem is caused by the brain function that helps us to switch between multiple tasks. Problems arise when a job that uses the same neural mechanics needs to be used in the same way as another task. For example, when working on your computer, you open multiple tabs on your favorite web browser or open several programs. Even if you can work, using the same movements to switch between different programs or tabs can take away from completing your actual work.


The window of attention in the e-commerce industry depends on the niche and products. However, some facts take attention, such as the brain getting exhausted with inappropriate colors and repetitive images. If someone sees the same product in different recommendation widgets, they risk losing their attention.

The first level of attention takes only 3 to 5 seconds, and the second level is about 1 minute. Since time is precious, everything in the store must be in the right place for customers to decide and buy quickly.

Here are some tips to focus on avoiding attention diversion:

1.   Test and Improve Your Website’s UX

Copy a major e-commerce giant like Amazon and take a long-term approach to research. Instead of overhauling the entire website at once, you can check a lot of small improvements over weeks and months. By checking the improvements, you will be able to implement new ideas and think about any new future ideas. Your whole site will change completely over time but without all-or-nothing inconvenience. UX testing and optimization are essential to creating an experience that meets visitors’ needs to your site.

If done correctly, UX completely aligns itself with e-commerce optimization based on conversion, enhancing the consumer experience while increasing your sales. One great example of UX design is In Succulent Love’s well-organized website, which is understandable for all users. It has well-placed recommendations for incoming visitors curious about the business’s products.

2.   Use Great Product Pictures

What makes a good website for e-commerce is imagery that draws users. To this end, Shopify makes it possible to upload multiple images and product variants. Nonetheless, as a best practice of Shopify, set at least one product image in-scale (i.e. surrounded by other items to demonstrate how big the product is) for customers’ expectations.

Before purchasing, consumers want to perform a comprehensive product review to ensure that all product photos are bright, high-quality, and zoomable.

3.   Transparent Product Information

Customers enjoy promotions, free shipping, and so on. Display updates on product pages about all the benefits. On the cart tab, re-emphasize them. A unique discount or bonus will often “pull-in” consumers, but it may become unclear if it is not re-emphasized when they arrive at the cart or product page.

When you run any promotions and promote them by email or on social media, ensuring that landing pages match the ad content is also important, helping potential customers click to the right page. When you sell an item for a discounted price, include the original price alongside the discounted price.

4.   Apply Color Theory

Here is a fast color theory refresher: Primary colors (red / magenta, yellow, and blue / cyan) can mix to produce secondary colors (orange, green, and purple). Complementary colors contrast colors on opposite sides of the color wheel. They can be used to attract the attention of the users and build energy. Analogous colors are similar colors next to each other in the color wheel. They can be used in a design to create a sense of balance and continuity.

It should not be overlooked the emotional impact of interface colors. While some colors are “universal” (such as black, white and gray, at least one of which is used out there in virtually every good design), the colors they are combined with can have an enormous impact on the perception of a user.

The way colors are used can also have a dramatic impact on how they are perceived. Colorful product images can truly pop when against a white space such as Colourpop’s website.

5.   Organize Your Product Feed

An organized feed shows a certain number of relevant products. It means moving away from an endless product stream that had always left the consumer in decision paralysis, stagnated quickly, and ultimately became largely irrelevant and therefore ignored. Sophisticated customers today want the importance of knowledge, not the quantity of information.

Study their mobile shopping habits to understand what drives customers to shop and deliver a limited number of products that would appeal to them in a feed. Instead of trying to change consumer habits or persuade them of your company’s value, give consumers another resource to add to their existing shopping behaviors. Modern, sophisticated customers want the importance of knowledge, not the quantity of information.

For an estimated $4 trillion global market by 2020, everybody in the e-commerce industry is jockeying to be a part of it. ECommerce’s future is to attract customers with an organized feed and understandable user interface based on user data, not merely to function as a product catalog and to drive the consumer towards items that sites want to purchase.

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