Your Website Has Less Than 8 Seconds To Capture Your Customer's Attention

July 29, 2019
By Kennett Kwok
When we think about websites, we may believe that if we create one, customers will just come.

While that holds some truth—there's no guarantee that they'll stick around. If your website is a bit dated—or if you didn't create it with excellent customer experience in mind, then your customers will likely leave in a heartbeat.

If you look at a study done by Microsoft in 2015, it all starts to make sense. In 2000, Humans had a 12-second attention span. In 2013, it shortened further to 8 seconds. In comparison, a goldfish has a 9-second attention span. We can all collectively give our heads a shake here.

Now that it's 2019, you can probably assume that our attention spans are even shorter. It should be no surprise. Instant gratification is a click or button away on most mobile devices.

But why is this important?

Customers can't be bothered. A few seconds is all they'll give your website. At best, they may pester you with questions, which will take up your valuable time to answer.

Both are easily avoidable with a well-designed website that's mobile-optimised and built for your customers in mind.

So what are some concrete reasons they'll leave your website? Let's take a look.

1. You don't know who you serve

Who are your customers, and what do they want to do when they get to your website? As simple as this question may appear, implementing the right solution is difficult.

Let's say that you recently launched and built a website for a new fitness studio. You may check and see what your competitors are doing and mimic their website.

Here's where some businesses will run into problems—their competitors have returning customers that use the site with different intentions and goals.

Any web traffic you get for your website is 100% new traffic, which look for and expect different things. If they can't find it quickly, they bounce.

2. Your design is out of date

We can all tell when something is no longer fashionable. Unfortunately for outdated websites, it can appear cheesy, scammy, or less credible. Here's an example: Judging a book by its cover, it's not something we want to read. This goes for websites that aren't mobile optimised. If it doesn't capture our attention within a few seconds, we'll go elsewhere.

3. Your website isn't responsive or mobile-optimised

85% of adults think that a website should be as good or better than the desktop version.

Google wants to deliver the best websites to its users for the best experience. If your website isn't mobile-optimised, your customers will drop and so will your organic search rankings.

Plus, Adobe discovered that smartphone traffic grew exponentially since 2015 (89%) while desktop and tablet dropped. Yes, it's a lot more work to implement but can you risk losing customers because of it?

4. Your web navigation is unclear

The navigation is one of the most important parts of a website. It's how visitors can move from one point of the site to another, and so it's the first thing they look for.

If it's not simple, clear, and obvious, your web visitors will struggle to find what they need. And by now we know what happens when there's a hint of trouble. Well, the navigation isn't the only thing that's bad about this site.

Here's an example:

5. Your website loads too slow

We can agree that we would rather have a website that loads quickly than one that doesn't.

According to Google, the probability of web traffic bouncing from a page can go up 123% if your website takes up to 10 seconds to load on a mobile device.

It might seem long, but we want to do something, we want to do it now. We can agree on that I'm sure. This also goes back to the 8-second attention span. Thankfully, there are Google Web Tools to help you determine what to fix and to help you make your page load much faster.

Final Thoughts

Web visitors don't want to give time and effort in learning how to navigate or use your website. That's why it's crucial to design and develop a website with your customers in mind. For them, they just want it to work.

Here at Actualize8 we pride ourselves in creating websites for that specific purpose. Want us to do a free no-obligation website audit for your business? Let us know!

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