Every business wants its website to be remembered for a long time by the visitor. For this in depth processing is required. What does in depth processing mean? Let two groups of people be given a set of words to be remembered in two different ways respectively. One group just tries to memorize the words as they are. The other group tries to remember those words through studying their definition and practical use in the sentences. It is obvious that the group that has studied and used the words is going to remember the words better than the other group. This sort of study and use is called in depth processing.
When the visitor finds the website appealing, it is obvious he/she will visit the website and its web pages. If the visitor just has a superficial view of the website, the chances of remembering it are very less. On the contrary if the visitor gets engrossed in the website the chance of his/her remembering the website is quite high. This depends on to what extent the processing has been conducted.
The extent of information processing has a big influence on the overall impact of the website. The information can be processed in two different ways. The processing of information is also called rehearsal. There are two types of rehearsals, one is maintenance rehearsal and other is elaborative rehearsal. Maintenance rehearsal refers to just repeating a piece of information without doing any analysis about it. On the other hand the elaborative rehearsal refers to in depth or elaborated study of the information so that the piece of information is remembered for a comparatively longer duration of time. In comparison to elaborative rehearsal the maintenance rehearsal is quite superficial and void of much effort. This needs to be carefully implemented by the web designed. Unless and until the visitor does not go in for elaborative rehearsal he/she is not going to remember the website for a longer time.
How can the processing be made deeper? OR How to make the visitor think deeply about the message conveyed through the website?
There are different ways to make the visitor engrossed in the website and make him/her think deeper. Some of these ways are as follows.
• The information given in the website should be as unique or as different as possible. If the website offers incentives for answering a questionnaire in the website, it can initiate processing in depth.
• The information shared should be of some use to the visitor or reader then and then only will he/she put in effort for in depth processing. If the information is not of any use to the reader he/she will not care about it.
• The information given should be such that the visitor or reader is compelled to give it a thought or resort to deeper processing.
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