Nov 3, 201401:22 PMIt's All About Content
with Thomas Marks
How long does it take visitors to pass judgment on your website?
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The findings of a study that was conducted by Carleton University in Ottawa, Canada, and reported in the journal Behaviour & Information Technology were equally conclusive. Researchers found that aesthetic opinions were formed in 50 milliseconds and a “halo effect” resulted in lasting impressions, good or bad, about a website. Finally, an eye-movement-tracking study by the Missouri University of Science and Technology found that it takes two-tenths of a second to form a website first impression.
Other than the fact that you better have a killer home page, what does all of this mean? First, you better focus on your load times because we’re a downright impatient lot. Second, if you’re creating three home page concepts, for instance, treat them like flashcards and get some immediate reactions from your specific audience segment. Third, website design is far too important to leave up to just the designers. It’s going to require a team of strategists, copywriters (website copywriters that is), designers, salespeople, and key audience types to get the home page right the first time.
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