PART TWO THE PSYCHOLOGY BEHIND TURTL

About the reading brain

THE PSYCHOLOGY BEHIND TURTL

A recent study by Lumen Research showed that the interactive format of Turtl engages readers for a longer time than a PDF. It also improves their comprehension and memory of what’s presented.

Same content, different medium...

73%

Turtl documents are 73% more engaging

70%

PDF readers are 70% more likely to miss key messages

64%

more readers found content more accessible in Turtl

55%

of readers spent more time on the visual elements like images and charts in Turtl

These heatmaps present where readers are more focused:

READER’S BENEFITS OF TURTL: Longer reading time — Better memory of key messages — More satisfied with the reading experience

Mobile friendly

Not only on desktop Turtl is more likely to engage audiences, also on mobile devices the reader behavior is more apparent.

In the Turtl Creation Studio, content can be adjusted – in the same Doc – for mobile screens.

1006%

more time spent on Turtl desktop vs. PDF

738%

more time spent on Turtl mobile vs. PDF

5x

more readers retained a positive brand impression

Designed to maximize reader attention

The reading format of Turtl is based on psychology and the principles on how humans read, and capture presented information.

A Turtl doc has two types of pages: Surf and Immerse.

Surf pages catch our attention, and access the Immerse pages, which contain more detailed information.

These can be made highly interactive and support different lay-outs, images and features, to make us connect more with the content and improve engagement.

Turtl readers:

Spend more time reading and interacting
Engage on desktop AND mobile
Perceive brands more positive

- We are 6,5 times more likely to capture information when it’s combined with images.
- 50% of people tend to agree more with an argument when it’s supported by visuals!
- Our brain can process visuals 60,000x faster than text.

—3M research

More on content psychology

What’s in a name?

Surfing, immersing, diving in… where did Turtl get its inspiration? Well, let’s have a look at a turtle called the leatherback.

This breed survives on jellyfish, a species that hides from the heat deep towards the seabed. Unlike other species, the leatherback can dive this deep to hunt for their next meal.

This behavior resembles the principles of how humans read: surf through titles, headlines and relevant information, and diving in for more context.

Just like the leatherback, Turtl makes readers flip through the Surf levels, and dive in deep in the Immerse level, where there’s more information to be found.