Attention Ratio is the ratio of the number of things you can do on a given page to the number of things you should do.
When talking about marketing campaigns, you should only have a single goal (or you’re doing it wrong), and thus the Attention Ratio should be 1:1.
Your homepage could have an Attention Ratio of 10:1, or 20:1 or 150:1. The worst I've seen was 183:1, and I wanted to take a long walk off a short pier when I saw it.
When you are running a marketing campaign, you have three choices when selecting the destination of your campaign traffic: your homepage (HP), an internal site page (IP) or a dedicated landing page (LP).
It’s easy to see that as we progress from HP to IP to LP, the number of distractions – actions that can be taken – moves from what can be 100:1 down to 1:1.
Let’s dig a little deeper into the difference between your homepage and a landing page to illustrate good and bad Attention Ratio.