Zeigarnik effect

Incomplete or interrupted tasks are remembered better than completed ones.

Encourage users to “set aside time” to read a landing page, complete an online form, or read an article. The less interruptions they experience, the more likely they are to retain and act on information. Slate shows “to read” times, likely to encourage users to anticipate the time they will need to read the article and follow through on doing so without interruption.