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Smashing Magazine\nSmashing Magazine Smashing Network Multivariate Testing in Action: Five Simple Steps to Increase Conversion Rates\nBy Paras ChopraNovember 24th, 2010\nDesign24 CommentsPublishing Policy.Advertisement\nThe attention span on the Web has been decreasing ever since Google had arrived and changed the rules of the game. Now with millions of results available on any topic imaginable, the window to grab a visitor's attention has decreased significantly (in 2002, the BBC reported it is about 9 seconds1). Picture yourself browsing the Web: do you go out of your way to read the text, look at all the graphics, and try to thoroughly understand what the page is about? The answer is most likely to be a straight "no." With bombardment of information from all around, we have become spoiled kids, not paying enough attention to what a Web page wants to tell us.\n\n