They say first impressions are everything – and this couldn’t be more true with websites – the process therefore for web design is crucial.
The first 5 seconds a visitor spends on your website could be the last, so we need to make sure we have their attention and retain what is notoriously a fickle audience.
0.01 – Impressions: Before your page loads the visitor is wondering what the site will be like, but it has to load first! Speedy loading times with your logo/menu appearing first at the top of the page means that the user can sense check they are in the right place and start to formulate a decision of what information they require. This is also your chance to push them in the right direction – like supermarkets do with clever advertising and store orientation. Although the average visitor knows nothing about web design they do know when they see a bad one and it could be as quickly as the first few seconds that they decide that this site is not right for them – and why shouldn’t they? There are millions mores sites out there, right?
0.02 – Definition: Once the visitor knows that they’re in the right ballpark (i.e. they don’t find a Hairdressers when they are looking for a Letting Agents) they now need to know who are you and what makes you so special. Your landing page must communicate unique value, not just what you sell. Also, your visitors don’t always land at your homepage, so don’t ignore the sub-pages pages. The question is: Does all the content on your site do justice to your business?
0.03 – Relevance: Can your visitor continue to follow up on their original hunch that your website (and ultimately, business) is what they were looking for after arriving on your page? However they got to your site, whether by Google or a link on another web site, your visitor will want to find what they came for pretty quick. If they arrived from a Google search for “spa days”, can they find a reference or picture that indicates how they’re going to get what they’re after?
0.04 – The Hook: Some people look for the deal – “20% off” or “Buy one, get one free” might tempt the visitor further into the site. Others want to know more, and they want to know that YOU know more about the product or service. Examples, contextual images, further reading and opinions such as a blog are all ways to put your arms around the visitor and ensure them they’re in the right place.
0.05 – Action: Once your visitor has found what they are after they now asking “what do I do now?” You’ve kept got them to this stage but it counts for nothing if they don’t follow through. Strong calls to action are critical in this moment – “Buy Now!” or “E-Mail us for a trial” give clear and concise actions to let the customer know what they need to do next.
Ok, so 5 seconds might be a bit of an exaggeration, but you get the point; the idea of engaging your visitors is the same. Everyone is different but all visitors have one thing in common: their time is prescious and they have better things to do that trowel through websites that can’t give them what they want – even if the business behind the website is the best in it’s category.
The best way to test the theory is browse for something yourself. Take a note of the sites that you stay on for more than 5 seconds and ones you close straight away as you might even do it without noticing!
Posted on June 4, 2011 in Web Design
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