A goldfish has a longer attention span that the average person.
Our need for the quick fix has increased, and patience decreased. If you are anything like the average audience, you are quick to bounce, snap judgements are frequent, and forming brand loyalty takes more and more brand engagement.
Consider the way the current generation browses online content. If they choose to read, nearly 50% won't read 100 words. Clearly, this changes the way we must present information. Photos, videos, emoticons, infographics are the norm. If you have large blocks of text, they must be broken up every 100 pixels, offering a visual distraction. If text is required, utilize fonts and styles to call out key features, benefits or break up the flow.
Structure your content into logical patterns to reduce the amount of time readers have to think about their response. Use visual hierarchy to accommodate the way the ocular pattern works.
Behavior Flow is part of the Intuitive UX of your site. These eye-patterns will maximize the digital real estate and offer a natural path to the conversion point. Ease of use is the most critical guiding factor when developing an online brand experience.