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Testing Phases: In Context, In Isolation
Testing Phases: In Context, In Isolation

The importance of testing both phases of attention. When and why to use them.

Iwan Keymer avatar
Written by Iwan Keymer
Updated over a week ago

Human attention tends to work in two phases. This can be modelled by using the marketing funnel, as seen below:

When testing in the platform, it is vital to ensure your content is optimised for human attention in both the Awareness, and Consideration phases.

Awareness - In Context

Starting at the top, the awareness phase is concerned with how well your content is standing out in its environment. If you are testing a digital ad, this could be the total proportion of attention the ad is getting on a website, or how many visitors to a site will notice your ad at all.

Ensuring your contents instant visibility is a key factor to the success of that content. After all, what's the point in releasing an asset that's going to go unnoticed once you release it.

Utilise the Dragonfly Studio's Contexts feature to quickly and easily add your content to a mock environment. This report allows you to understand how well your content stands out in its natural environment - ensuring your audience will notice. This gets the ball rolling from the top of the marketing funnel by drawing your target audience to your key messaging.

Consideration - In Isolation

Once your piece of content has been noticed, your viewer will be moved down the marketing funnel, into the consideration phase. This is where your viewers attention has been focused on your content, but are still undecided whether to interact with it, such as clicking or buying. During this phase, you want to ensure your content's visual hierarchy of elements has been optimised to meet your desires. This is where you prioritise the different key elements inside your content - such as branding, text, or imagery - and optimise these areas to ensure they are being prioritised by the brain, and being seen in the correct order.

In Studio, test your visual hierarchy by uploading an image of your content in isolation; such as a raw image of a piece of packaging, or a creative ad. Once uploaded, draw around your key elements in the Areas of Interest report, and your visual hierarchy will be automatically displayed. Or, use the Visual Hierarchy report to see how well the hierarchy meets your intentions. If the actual visual hierarchy doesn't fit your needs, tweak the design to make your important elements more attention grabbing.

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