Lumen Research: Turtl Docs vs. webpages
Turtl vs Webpages
Marketers need to capture attention and hold onto it. The problem is traditional content formats aren’t built for that.
We already know that Turtl Docs outperform PDFs when it comes to engagement, comprehension, and retention. But how do they compare to another dominant format—webpages?
To find out, we commissioned Lumen Research to run an in-depth study using A/B testing and eye-tracking technology. They measured how 300 adults engaged with the same content in two formats: a Turtl Doc and a webpage.
The results? Turtl Docs generated 34% more attention than webpages, improved information retention, and left readers with a better overall experience.
Key Findings: Turtl Docs vs. Webpages
- 34% more attention: Readers spent significantly more time engaging with Turtl Docs than webpages.
- 18% more likability: More people preferred viewing content in a Turtl Doc.
- Better retention: Readers were able to recall more information after reading a Turtl Doc.
- Higher shareability: 53% of readers said they were likely to share Turtl content with others.
Turtl Docs hold attention longer than webpages
When the same content was presented in both formats, readers spent 34% longer with Turtl Docs.
That extra time might not sound like much, but when the average person's attention span is just a few second, it’s a game-changer. More time spent on content means higher engagement, better comprehension, and more opportunities to move prospects through the funnel.
Meanwhile, 90% of readers engaged with every section of the Turtl Doc, meaning they didn’t just skim through, they actually consumed the content.
Why Turtl Docs Keep Readers Engaged
Turtl Docs are designed based on how people read and process information. Unlike static webpages, they use a structured format that naturally guides the reader through the content while keeping them engaged.
- Interactive elements encourage participation rather than passive scrolling.
- Psychology-based design makes content easier to digest.
- Dynamic navigation helps readers explore in a way that suits them.
A Better Reader Experience
People don’t just spend more time with Turtl Docs, they enjoy them more too.
Readers consistently rated the Turtl experience higher than the webpage, with 18% more people saying they liked consuming content in a Turtl Doc.
- Easier to navigate
- More engaging
- More visually appealing
And negative feedback? Far lower than for webpages. Readers were less likely to describe Turtl Docs as cluttered, confusing, or boring.
Better Retention, More Word-of-Mouth Sharing
After reading a Turtl Doc, 60% of statements made by readers about the content were correct, indicating strong retention. But the impact didn’t stop there.
53% of readers said they were likely to share the content they read in a Turtl Doc with someone they knew.
For marketers, that’s huge. Content that gets shared extends reach, improves brand awareness, and drives more potential customers into the pipeline.
What This Means for Marketers
More attention and engagement means better business outcomes. Turtl Docs help marketers:
- Improve retention and recall—When readers engage more, they remember more.
- Generate more qualified leads—Longer engagement means deeper interest.
- Pinpoint high-intent prospects—Granular analytics show who is truly interested.
- Enhance CRM insights—Track reader behavior and feed data into sales workflows.
The Verdict: Turtl Docs Drive More Value Than Webpages
Lumen’s study confirmed what we’ve seen time and time again: Turtl Docs outperform traditional content formats when it comes to engagement, retention, and reader satisfaction.
The numbers speak for themselves. If your goal is to maximize content performance, Turtl Docs are the clear choice.
Want to see it in action? Try it yourself. Upload an existing PDF or webpage, and we’ll transform it into a Turtl Doc—complete with interactive features proven to increase engagement by as much as 10x.