According to a study by Microsoft®, you have 10 seconds to prove yourself to potential customers visiting your website.
10 seconds – that’s it. Go ahead and count to ten – 1, 2, 3, 4, 5,6,7,8, 9, 10. Gone.
It’s basically a 10-second test to see if their initial assessment of your site is worth their time, a process the researchers call ‘screen and glean’. During the 10-second test visitors first skim your website and quickly evaluate the potential benefit of them continuing on the site. If your website doesn’t pass the test they’ll leave and go on to your competitor.
During those 10 seconds the rates of abandonment are high, but if your website can pass the test then visitors have a good likelihood of spending ample amount of time on your site. Visitors may even spend a couple of minutes there – which is an eternity in cyberspace.
So how do you capture your visitor’s attention in only 10 seconds?
You may have the best product in the world, but if you don’t make a connection with your customer immediately, your site won’t make it past those 10 seconds.
The trick is to take the focus off what you do as a company and turn it back to how the customer can connect with your offering.
For example, consider the following mock value proposition for mock company XYZ and their new smart TV:
At XYZ Company we efficiently and effectively allow participants to set up user’s preferences with a mulititude of applications of their choosing. XYZ’s 1234 Exodus® pixels provides users with high contrast availability in high definition and true motion technology. The amperature of the speakers create mechanical waves that provide a dynamic, sensory involvement to end user purchasers.
Would this make it past your 10 second test if this was the first thing you saw when you got to a website? Probably not. Be honest – did you even finish reading it? Probably not – it’s too long. It’s also too focused on the company using ‘our’ and ‘we’ and what the heck are 1234 Exodus pixels and why should a customer care?
Now let’s take a look at the same company, same product, but a more customer – centric mock value proposition:
Life-like clarity that takes you away to new adventures. Become captivated by your favourite stories and enter the world of your most beloved characters.
This value proposition makes an emotional connection with the customer and talks about them using ‘you’ and ‘your’. By having a value proposition that connects with your customer you can get the most out of those precious 10 seconds and grab their attention so they can see your company’s offering would be perfect for them.
Director of Client Engagement