You have about eight seconds of reader attention before you have to work for it.
That’s down from 12 seconds back in 2000, and eight is pretty optimistic considering some sources suggest our attention span is only six seconds long. Our quick moving minds are already on to the next thing by the end of those eight seconds. Even more depressing – goldfish have an attention span of nine seconds.
Of the audience you capture, a bare four percent are ready to buy. Yes, that means that 96% of visitors who see your website aren’t ready to buy your products or services. They’re still in the consideration phase.
While we provide examples and suggestions in the video above, here are four important things you can change on your website right now to get better conversions:
- Crystal clear value proposition – your audience should know what you stand for
- Don’t use jargon – speak with clarity and use language that anyone can understand
- Address the objections – alleviate their concerns by speaking to their hesitation
- Make their experience pleasant – keep it accessible, make it easy to find things and friendly across all browsers and devices; be bold in your design
Another point of note: for every one-second delay in your site loading time translates into a 7% reduction in conversions. (You can test your site speed here: https://developers.google.com/speed/pagespeed/insights/).
I always recommend using videos to increase conversions – product videos can increase purchases by up to 144%. And I always split test everything – pages, submission forms, sales pages, everything. I suggest giving your audience options so they can tell you what works best.