Target Marketing

You will be automatically redirected to targetmarketingmag in 20 seconds.
Skip this advertisement.

Advertisement
Open Enrollment | Subscribe to Target Marketing HERE
Connect
Follow us on
Advertisement
 

6 Elements Your Website Needs to Display in the First 7 Seconds

October 26, 2011 By Heather Fletcher
3
Get the Flash Player to see this rotator.
 

Cheddar. Manchego. Havarti. Gouda. Unless a website is selling dairy products, "cheesy" is not the first adjective marketers should want springing to consumers' minds, says Tim Ash, CEO of San Diego-based online conversion rate optimization firm SiteTuners.

Ash, author of "Landing Page Optimization," says marketers need the word "professional" to pop into viewers' heads within the first 1/20th of a second of landing on a page.

That's right: 1/20th of a second.

"If this first impression is poor, conversion will suffer," Ash says. "People will often immediately leave ('bounce') from a site that is perceived as 'cheesy' or unprofessional."

What do consumers need to see on a website within seven seconds in order to continue to conversion, we asked for advice from Ash and:

  • Neil Olinger, associate media director at Minneapolis-based digital marketing firm FRWD; and
  • Aaron Sperling, CEO San Francisco-based online marketing product and service provider vFlyer.

1. Keep the site design clean and professional. This is the most important element, considering consumers' first impressions happen in 1/20th of a second, Ash says.

Have a goal in mind when designing the site and make the call to action, or what the visitor is expected to do, readily apparent, Ash says. To that end, avoid clutter. Get rid of "banner ads, wild background colors, giant graphical billboards taking up prime page real estate, garish text treatments in headlines and buttons, visual embellishments and flourishes on unimportant parts of the page and unnecessary animation or video."

2. After establishing professionalism, establish trust and credibility. Ash says, "We must believe that the website is trustworthy in order to consume its message in the most favorable light."

Sites can be trustworthy on their own through "transactional trust" options, such as payment methods, guarantees and consumer protection, he says. Or, third-party validation can offer that reassurance through customer logos, media mentions or association memberships. But Ash suggests marketers should, "keep them de-emphasized [through use of] grayscale, low contrast."

 
3

SPONSORED CONTENT

MORE ON ONLINE MARKETING >>

FROM THE BOOKSTORE

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love. Making a Case Your Donors Will Love

You have a worthy project AND you’ve identified a prospect with means. How do you connect the two in a way that produces a sizable gift? Jerold Panas, America’s premier fundraiser, shows you exactly how in How to Make a Case Your Donors Will Love....

ORDER NOW

You know you need to gather donor data. But why? And more 
importantly, how? And even more importantly, what do you do with it once
 you've gathered it? Are you gathering too much? Or the wrong kind?
	This new 
	FundRaising Success
	webinar brings the case-study format of our popular Engage conference 
to an extended, value-added webinar that will dig deep and give 
nonprofits guidance on the best ways to gather and use donor information
 — as well as take the mystery and trepidation out of the whole issue.
	Featuring:
	Page Bullington, Target Analytics; Mazarine Treyz, "The Wild Woman of 
Fundraising and Social Media"; and Roger Hiyama, Russ Reid
	Duration: 75 minutes
	Cost: $19.95AVAILABLE ON-DEMAND UNTIL 9/9/14
	Click here to view this webinar today! Engage Virtual Workshop: Driving Donations with Data

You know you need to gather donor data. But why? And more importantly, how? And even more importantly, what do you do with it once you've gathered it? Are you gathering too much? Or the wrong kind? This new FundRaising Success webinar brings the case-study format of our popular...

ORDER NOW

 

COMMENTS

Click here to leave a comment...
Comment *
Most Recent Comments: