What Your Website Visitors Must See — in 2.6 Seconds or Less

When first navigate to a website you’ve never seen before, how long does it take for you to form a first impression? A minute? Maybe 30 seconds?

Try two-tenths of a second.

Yep. You read that right. According to eye-tracking research conducted at Missouri University of Science and Technology, it only takes two-tenths of a second for a user to form a first impression of a website. However, the study also found that it takes a longer amount of time — 2.6 seconds — for the users’ eyes to land on the area of the page that most influences their opinion. The average time users spend looking at specific sections of the page such as logo, navigation bar, and social media icons is 180 milliseconds.

If that seems like no chance at all — wait! Don’t be discouraged. By making sure that the most important information on your site is correctly placed and presented, you CAN make that crucial first impression a good one.

Figure out where users will be looking.

The Missouri S&T study found that items at the top of the page held participants’ interest longest: particularly the logo, navigation bar, search box, and main image. Social links were also an area of interest for the test subjects, who were all college students. The researchers speculated that within the general population, interest in social links may vary depending on how engaged the audience is with a particular network.

Not surprisingly, dense blocks of website text are not helpful for users. The test subjects did look at text content on the websites, but only for 5.59 seconds. Keep your web copy clear, simple, and concise.

Understand how website elements work for (or against) you.

The research also shows that images play a critical role in forming a first impression of a website. The images you use, particularly on your main page, should be professional, relevant to your audience, and appropriate.

Your website should also fulfill the user’s expectations quickly, making it easy for visitors to find the information or links they need. Using contrasting colors in the website design can aid in these efforts.

Break any of these rules and visitors will quickly leave — with a poor impression.

Even if you do meet these typical expectations, it may not be enough to form a favorable impression on users — having a unique appearance is just as vital. Once you have the basics in place, showcase your business’s personality. Use your website to highlight the things that make you special so you can stand out from the online crowd.

As you work with your website designer, make a checklist of your most essential elements, and review it often. Your website should always be evolving and improving so you can make the best first impression possible.

What kind of impression is your website giving? BlueMatrix Media can provide you with an expert opinion. Contact us directly online, by phone at 800-898-9034, or by email at request@bluematrixmedia.com.