If you don’t get to the point in 5 seconds or less, you may lose a lot of potential business. The death of any website is ambiguity. Founders, designers, and marketers, more often than not, make the mistake of creating sites that are too vague. If your site isn’t as transparent as it can be, a simple test can help you uncover the fix and significantly improve your key metrics.
Most visitors won’t read your website. Most readers will skim (if you’re lucky). So, it’s no surprise that, if you don’t give them a reason to stay within the first few seconds, they’ll hit the back button. Let’s look at how we can make those seconds count.
Your website’s job is to be clear.
Most founders, designers, and marketers know that their site’s marketing objective is to convince their visitors to take action (e.g. sign up, subscribe, contact you, purchase, etc.). But how they go about doing this is often where they get it wrong. If you’re selling a product or service online, your job is to clearly answer 3 questions for your new visitors:
1. Who are you?
2. What product or service do you provide?
3. Why should I care?
Nailing all three points is a blog post of its own, but you should NEVER confuse visitors about the product or service you provide. It sounds obvious, but you’d be surprised how many companies still manage to screw this up. People won’t take action unless they know what’s in it for them. And they won’t know what’s in it for them when what you’re offering is unclear. And for your offering to be clear, it has to make sense to all members of your potential audiences.
Here are a few examples of what I mean.
Look at the following screenshots and ask yourself this: What product or service do they provide?
If it’s not immediately clear, that’s a problem because not everyone will be patient enough to learn about you further down, “below the fold” (where the answer the viewer may be looking for is).
My question to you is this: are you guilty of the same mistake?
The 5-Second Test
The 5-second test is a simple technique for capturing a visitor’s first impressions by simulating their snap judgment of your site.
A 2008 study on internet behavior found that 52% of all site visits were shorter than 10 seconds. Even more surprising, 25% of page views end in 4 seconds or less.
The goal of this test is to show someone a page or design (either live or work-in-progress) and see if they understand what the site is about in just 5 seconds. So run the test, and you’ll have a sample on how your site is doing in the real world.
Sounds easy, right?
There are several benefits to running this test:
Here’s how you can run your own tests:
I hope this post inspires you to start testing your landing pages. Ran a test and still have questions? Saw a website that was completely confusing? Tell me about it in the comments!
Using best practices, practical experience, and creative passion, I use the most cutting edge strategies and tactics in SEO, PPC, Content Creation, Social Media, and Web Design to make sure that your business is found online and high quality leads or sales are generated at a profit. I am serious about results and ROI.
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