Lumen Research | Turtl

It's why we built Turtl. Here's proof it works.

Research Turtl Docs vs. the PDF

A scientific study of the impact of format on reader engagement

Overview

Interactive content significantly improves reader engagement

Every marketer and salesperson wants their signal to cut through the noise.

It's why we built Turtl.
Here's proof it works.

In June 2020, Turtl commissioned Lumen Research to carry out a study to examine the difference in how readers engaged with the same content when it was presented in Turtl's interactive content format versus in a static PDF.

The research found that Turtl's interactive format keeps readers engaged for longer and improves their comprehension and memory of the content, compared with the static PDF.

Same content, different format:

73%	more time spent engaging with the content in Turtl than in the PDF
70%	more PDF readers misremembered a key message than Turtl Doc readers
64%	more readers considered the content layout accessible in Turtl vs the PDF

Attention

Turtl's format resulted in more attentiveness and time spent reading

People read content for longer in Turtl

Participants of this study spent on average 73% longer reading each chapter of the interactive Turtl document compared to the PDF equivalent.

Similarly, participants spent 55% longer dwelling on the HTTP elements (images, charts etc.) of the Turtl Doc compared to the corresponding elements in the PDF.

Turtl

PDF

Using eye-tracking technology, the research team was able to produce heatmaps to show which parts of the page received the most attention. The orange and red colors reflect deeper concentration.

Memorability

Turtl's content lead to higher accuracy in message recall

Turtl Doc readers have a more accurate memory of key messages

Five percent more of the Turtl Doc readers accurately recalled the main messages of the content compared to the PDF readers.

Ten percent more of the PDF readers mistakenly identified one of the red herrings planted in the study as a main message of the content.

Experience

Turtl's content layout was considered more accessible

Conclusion

every piece of content you send out in PDF format rather than Turtl is causing you to miss out on anywhere between 86.5% and 90% of audience engagement.

Turtl's dynamic format
makes your readers

Read for longer
Better recall key messages
Have a more satisfying reading experience

Methodology

Study by
Lumen Research

Turtl partnered with Lumen Research to conduct this study. Lumen designed an A/B test in which a particular content piece from Nestlé was presented in PDF (variant A) to one group and in a Turtl Doc (variant B) to another.

Lumen recruited 300 nationally representative UK respondents (n=150 per cell) on desktop devices. They accessed Lumen software via their computer, turning their desktop devices into an eye-tracking camera, and were then exposed to the content to obtain “as live” engagement data.

After exposure, respondents were asked a short recall and perceptions questionnaire.