Did you know that 55 percent of visitors spend less than 15 seconds on a website?
Regardless of your industry, product, service, etc., you’re dealing with an extremely small window of time before your visitors bolt. First impressions are huge, and studies have shown that the first 10 seconds are crucial for your visitors’ decision to stay or go.
So what can you do to ensure that you make a positive impression and get the maximum percentage of visitors to hang around and check out your content? It starts by answering some basic questions and satiating the curiosity of your average visitor.
- What Are You Selling?
First and foremost, they’ll want to immediately know what product/service you’re offering. The instant they land on your website, this should be abundantly clear, and there should be absolutely no guesswork involved.
- Why Should They Care?
After establishing what your offer entails, your visitors will have an even more pressing concern. How will it improve their lives and solve whatever pain points they’re experiencing?
In other words, what’s in it for them and why should they care? The bottom line here is that you need to promote your product/service in a way that it inspires consumers to buy.
- What’s the Cost?
Let’s say that you’ve piqued a visitor’s interest by explaining what your product/service is and what the benefits of using it are. At that point, they’re invariably going to want to know how much it costs.
- What Differentiates Your Brand From Others?
Let’s be honest. Most industries are saturated with competitors vying for the attention of a finite demographic. Even small niches may easily have 10 or more top companies all battling for their slice of the pie. Quite frankly, the differences from one company to another may be very little
- Can I Navigate Your Site With Ease?
When it comes to navigation, it needs to be intuitive, and visitors should be able to get their bearings within a matter of seconds — not minutes.
In fact, “after reaching a company’s website via a referral site, 50 percent of visitors will use the navigation menu to orient themselves.” If your site’s navigation is overly complex or arduous, it’s not going to do you any favors.
- Who Else is Using It?
Social proof is a “psychology hack” that’s huge these days. Consumers want validation of a product/service before they spend their hard-earned money on it. I know I do.
- Can I Trust You?
Trust is huge. With many shoppers having a healthy level of skepticism these days, it’s critical that you’re able to establish at least a baseline level of trust right off the bat.
Here are a few options:
- Include the physical address of your company
- List your phone number
- Include badges from the Better Business Bureau or similar institutions
- Place a link to your policies
- Provide basic product return information
- How Can I Contact You?
I know that I find it frustrating when I need to reach out to a company but struggle to find their contact information. We’ve even found out that “51 percent of people think ‘thorough contact information’ is the most important element missing from many company websites.”
Considering the fact that most of today’s shoppers are Internet savvy, you’ll want to include a “Contact” section in a conspicuous area that requires very little effort to find. Forget placing it all the way at the bottom beneath the fold. Instead, place it in plain sight above the fold. You may even want to include a chat box that automatically pops up.