Users spend on average 5.59 seconds viewing the written content of a website. I don't know about you, but there doesn't seem to be enough time to gain users' interest, let alone convey the information you want to share — and the information they want to find.

However, following best practices, there's no reason to bombard users with an avalanche of information when they land on your homepage. While there may be a lot of great information about your business, cramming it in your face when they arrive can have the opposite effect, making users feel overwhelmed and causing them to leave the site.

So what is the alternative? Thoughtfully crafted messages and content aligned with the customer journey and revealed through a slow strategic light known as progressive discovery.

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But what is progressive discovery?

Progressive detection it's about strategically uncovering the information a user wants or needs at the exact moment the customer wants or needs it (rather than throwing it at them). This is essentially a strategic approach to planning and releasing content throughout the customer journey to maximize engagement and move a customer through the conversion funnel.

Here's an example: If you have a website loaded with products, the navigation should lead the user through a smooth navigation. If the navigation is strategically designed to connect to the customer journey, then each click is a point on the path to progressive discovery. As users move through the site, they will slowly but surely learn more about the products and services and find the information they need. This is exactly why websites use a thoughtful navigation system based on logic and built into information architecture that describes the content and where it should be placed within the site.

Why is progressive discovery powerful?

The simple answer is that this process is customer-centric. It focuses on what customers want to achieve rather than what you, the business owner, want to share.

In addition, progressive discovery accomplishes the following:

• Reduces friction: Information overload leads to confusion and decision paralysis. By presenting information relevant to the user's immediate needs, you remove unnecessary obstacles and guide them smoothly to their goals.
• Increase engagement: Curiosity thrives when there is something more to discover. As users discover new features and functionality, their interest remains piqued, encouraging further exploration and deeper product engagement.
• Builds trust: When users feel they are being guided, not overwhelmed, trust thrives. Progressive disclosure shows respect for their time and attention, fostering a positive relationship between them and your product.

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Do you want to rework your website so that it is in line with your customers?

If you're looking to rework your website or consider how your content resonates with your customers, here are some considerations to help ensure you're applying the principles of progressive disclosure:

• Map the customer journey. Understand the different stages users go through, from awareness to consideration to purchase and beyond. Identify their needs and pain points at each stage.
• Prioritize information. Categorize features and information based on their importance and relevance to each stage of the journey. Highlight core functionalities first and discover advanced features later.
• Use microlearning. Break information down into digestible chunks, delivered through tutorials, tooltips, and interactive prompts. This makes learning easy and avoids cognitive overload.
• Use visual cues. Use clear design elements such as hierarchy, icons and animation to direct users' attention and emphasize key information.
• Collect feedback. Constantly analyze user behaviors on your site and collect feedback to understand what resonates. Use this data to identify areas for improvement and implement worthwhile changes.
• Use multiple touch points to communicate. While this strategy can be applied to a website, it applies to all digital communication channels. Most of those who visit your website either have a specific reason or are fact-finding. So consider using other digital channels, such as SMS and digital cards, to communicate more important (or urgent) messages in real time.

Implementing progressive disclosure isn't just about keeping information; it's about creating a compelling narrative that unfolds as the user interacts with your brand. Applying this approach can foster trust, increase engagement and ultimately create satisfied customers.

Remember, we're not just selling products or services; we are guiding users on a journey and every step along the way matters. By revealing the right information at the right time, we transform their experience from overwhelming to empowering, paving the way to lasting success.