• 목록
• 답변
• 글쓰기
• 게시판 리스트 옵션
  • 수정
  • 삭제

When users land on a page after clicking a Facebook ad, their attention is precarious. They’ve been ripped out of scrolling through photos and videos, and they’re not yet convinced the page is worth their time. To keep them engaged and lower exit rates, it’s critical to reduce cognitive load. Cognitive load is the psychological burden to understand and act on what’s presented. High cognitive load leads to confusion and departure. Low cognitive load leads to action.

Start by simplifying the visual layout. Remove any elements that divert focus from the core message. The user should instantly recognize what they came for. Use strategic breathing room to create visual hierarchy leading to the conversion point. A spacious layout feels easier to process.

Use simple, direct wording. Avoid technical terms, convoluted structures, or buy instagram accounts buzzword-heavy claims. Instead of saying revolutionize your approach, say start now for free. Users on Facebook are often on small screens, tapping rapidly. They need to grasp the benefit instantly. Every word must earn its place.

Match the promised offer to the page content. If the ad promises 50% off blue footwear, the landing page should show blue sneakers prominently, with the discount clearly stated. If the ad says free ebook, the landing page should have a visual of the book and one-click opt-in. Any discrepancy creates confusion and demands mental reconstruction. That’s preventable mental friction.

Limit options. Don’t ask for an email, a phone number, and a survey. Ask for a single action. A single input. Reducing options reduces decision fatigue. People are more likely to complete a simple task than a complex one, even if the complex one seems more valuable.

Use established user expectations. People know how a radio button operates. They know a bold button signals submission. Don’t create unconventional interfaces. Consistency with what users already understand lowers the cognitive resistance.

Finally, perform quickly. If the page takes more than two seconds to load, users will leave. Speed isn’t just a performance metric—it’s a trust signal. A slow page feels unreliable or defective, and users will predict a poor overall experience.

Reducing cognitive load isn’t about prioritizing visual appeal. It’s about making things easy. When users land on your page, they’re not looking for a puzzle. They’re looking for a path. Clean, direct, unified, instant. Give them that path, and they’ll follow it.