Try these nine ways to a great first impression that will take you beyond those first few seconds and on to gaining respect--and maybe even a new job … A First Impression Says Everything. They add depth and significance to a user’s impressions of a website while spicing things up. Eye-tracking studies analyzing user behavior have found that users mimic the way that they would read a book when they scan websites: They start at the upper part of the content area, reading horizontally from left to right, then move down and read a smaller quantity of content from left to right. 1. Try to order the pages of your website in this way, so that users see the content that will influence their credibility and potential purchasing decisions front and center. – Northumbria and Sheffield Universities 13. The companies getting it right are clearly reaping the benefits of a high quality digital presence on mobile. An estimated 79 percent of … Keep in mind that many of your visitors will not be landing on your homepage – their search query may lead them to any of the subpages within your site. No company wants its website visitors to be wary of referring them. “Web-wise wording is writing for the Web in a style to suit Internet users. People form a first impression in a mere 50 milliseconds. When Apple does something like this, it’s worth paying attention. In a day and age where 85% of B2B customers search the web before making a purchase decision, your website has the best chance of being a prospect’s “first impression” of your company and offerings. British researchers analyzedhow different design and information content factors influence trust of online health sites. Of all the feedback the test participants gave, 94% was about design: 1. Similarly, images have the ability to significantly slow down the load time of the pages that house them, leading to even more user abandonment. If your website hasn’t been updated or redesigned in 5 years, the answer is probably pretty simple: Implement some of our design tips from above and create a modern, responsive website. “Seamless experience across all devices” doesn’t mean “same experience across all devices.”. But credibility is also driven through a website’s content, and content should always go hand in hand with design. Create all content with the user in mind, whether it’s your Services page or a blog post. It’s called the Halo Effect, and in short it means if a website is attractive, your users will believe it works better than less attractive websites. Make sure your images look like they were taken this decade, and your fonts are either modern or timeless. A website’s content can be anything from images or videos displayed on the site to blocks of text describing your services, or a large headline. Make sure your website doesn’t look like it was built in 2002 with some simple fixes. This way high quality aesthetics are bolstered with evidence of success, brand-defining statements, and images that keep users interested and engaged. This concept is called progressive disclosure, which is just a way of saying “people aren’t bombarded with content they don’t need right away, but they can find anything by digging deeper into the website if they need to.”. Â. The study also cited participants commenting on boring design, bad use of color, excessive pop up advertisements, inadequate introductory content, small print, too much text, a corporate look and feel, and an ineffective search feature. The next hoop your website needs to jump through is the user’s first conscious impression, which is typically an area on the landing page that will influence their perception of the website’s quality. While this may feel like a massive undertaking, you can read on and implement what you’ve learned to make sure your redesign avoids the fatal 0.05 seconds in the future. Not to mention the “SHOP RH MODERN”, which brings up a new dropdown that duplicates many items from the left column in the right column. In other words, the display of the website should adjust based on the pixel width of the website upon which it’s being viewed. If I get locked out of my house and I urgently search Google for “locksmith near me”, I need help right away. In fact, studies have found that nonverbal cues have over four times the impact on the impression you make than anything you say. (Source: … You got past the 0.05 seconds of doom. Making a good first impression on visitors is critical to the success of your website. In fact many retailers are already known for their great mobile shopping experience and others are making significant improvements to theirs. After 20+ years in the IT industry as an Analyst/Programmer, I have a passion for Usability. 94% of a website’s first impressions are influenced by design. 38 percent is the way we hear your first words (vocal). Here at the Science of People Research Lab, we conducted a survey asking 209 people their opinions on first impressions. If smartphones alone account for 63% of retail website visits, there must be a gap in the quality of retail mobile sites that causes conversion rates to be lower. 6 First Impression Statistics You Should Know. Test results showed that users will be more forgiving of a website’s faults if it made a good first impression. B.J.Fogg [2.] Statistics show that up to 78 percent of consumers have left a transaction . Studies have shown that Internet users make up their minds about the quality of a website in just a 20th of a second of viewing a webpage! If #18 wasn’t convincing enough, research shows that mobile internet usage is projected to skyrocket in the coming year. Now, according to website first impression statistics: 12. Website first impression statistics. Responsive web design also plays a massive role in this. Please be aware that, on some websites where people spend a good amount of time on a single page then exit the website, the length of time is not measured by Google, and the visit is called a bounce because no other pages were visited. That user is as good as gone—and they should be able to figure that out in 0.05 seconds. When someone finds your business for the first time, you want to set a good first impression. If a large proportion of your visitors are taking one quick look at your website then promptly exiting, it means you have wasted your investment in getting them to your website, and you have wasted the opportunity inherent in their visit — to convert them into a customer (or member, or loyal reader, or whatever your business goal is). Let’s be real—we all know what this means. They couldn’t be more connected. First impressions are powerful. When you see a beautiful girl on the screen, no one complains. Remember statistic #4, when we briefly discussed the nested content that lives in the seemingly endless dropdown menus on the Restoration Hardware website? So how is it possible to convey a positive image of your company on your website in such a short time? A single bad experience on a website makes users 88% less likely to visit the website again. Of course, dropdown menus with oodles of nested content aren’t the only layout and navigation flaw in the book. That’s the first test of the Web site. Instead, it’s possible that a user may land on a more content-heavy page that better satisfies their search intent. It only takes consumers 10 seconds to form a first impression of a brand’s logo, but it takes 5-7 impressions for consumers to recognize the logo. Last Updated on September 29, 2020. Did you hear that? Yet another signal that the websites viewed by the mobile audience are getting better. Nowadays, all website should feature responsive web design. A website that requires pinching and zooming is no longer just a small inconvenience to its users, it’s an automatic “no.”. Depending on the search query that leads a user to your website, the homepage may not be the first page that they find. who conducted extensive studies into web credibility at Standford University said:-, … people do judge a Web site by how it looks. It logically follows that with the projected increase in overall mobile share of internet traffic that this number will go up as well. There are other web analytic tools that do take into account how long a person stays on a page, and therefore give a more accurate bounce rate. This was an extensive study involving 2,684 “average people” who rated the credibility of websites in ten content areas. Statistics show that first impressions are also determined by the words people use. 55 percent of first impressions are made by what we see (visual). Nothing wrong with that—except for the fact that each dropdown menu has its own series of dropdown menus, creating a sea of nested content that can be extremely frustrating to find. The study also cited participants commenting on boring design, bad use of color, excessive pop up advertisements, inadequate introductory content, small print, too much text, a corporate look and feel, and an ineffective search … Impression: An impression is counted when a Discover card is scrolled into view, either as a standard result or as an embedded carousel. But very few people know just how colossal this effect actually is. It tells users what you have to offer while making it as easy as possible to purchase a product or request a service. Chances are for any given search query, there are multiple search results that fit the needs of the user. Remember, even books with great covers can get put down halfway through. This includes implementing all of the aspect ratio, image, font and layout information we discussed above. If a website lacks a clear way for me to immediately get in contact once I’ve briefly vetted the company, what’s the point? First impressions of a website are 94 percent design related. You never get a second chance to make a first impression. Complex; 2. See Very Simple Test Plan. “Unless the first impression is favorable, visitors will be out of your site before they even know that you might be offering more than your competitors,” Dr Lindgaard said. If you’re missing the mark when it comes to page speed, you’re also missing out on the chance to bring on new customers through your website. Opt for a more modern 16:9 or even 4:3 aspect ratio to cater to the shape of most of today’s widescreen devices. http://captology.stanford.edu/archived-projects/stanford-web-credibility-project.html, Website welcome message – wording examples, Shorter attention span: the impact of technology on our brains, It takes users less than 50 milliseconds to decide if they like a website, If your visitors like your website, they will believe it works better, People will decide whether your website is. First impressions are 94% design-related. 50% of US ecommerce revenue is already happening on mobile devices. In fact, here’s a chart from Instapage showing the massive discrepancy between click-through rates of slider images at different positions. Consistent branding is a requirement when communicating with existing customers. An example of this is web hosting provider Media Temple. Please share how this access benefits you. Let’s say you’re on the road and your car breaks down, or you’re at dinner with a friend and want to find a new, exciting place for dessert. This has been true since the beginning of Time. Here are the important statistics you should know: 95% of people believe first impressions are very important. It’s 2020—so you’ve probably realized by now that your website has an effect on the perceived credibility and quality of your business. Thank you! A locksmith is an example of a commonly used service that requires immediate action, but even companies with a longer sales cycle can benefit immensely from having some sort of call to action on their homepage. If you want users to gravitate toward something specific on your website, try pushing that image or multimedia toward the top left of the page, and maintaining that same structure throughout the site. Studies have shown that Internet users make up their minds about the quality of a website in just a 20th of a second of viewing a webpage! Every landing page should have a logical area where you want your user’s eyes to land. Take note of these website design statistics: 12. 84% of Internet users trust a company more … Your website is a magnet for judgement—and this judgement isn’t limited to the website itself—it carries over into the way users perceive the company as a whole. Increasing your website loading speed can prevent the loss of 7 percent of possible conversions. Web-wise wording is an important aspect of usability. Ten common mistakes in websites are made by people make when writing conten... © Copyright 2020, All Rights Reserved | Web Wise Wording. Another method is to hire a usability analyst to comment on his or her first impressions of your website, to assess the likely impact of your landing pages on your target audience groups, and to compare it with that of your main competitors. Local businesses have extremely high potential for traffic from people on the go. Despite the large literature on the formation of and change in first impressions, less is known about their behavioral consequences (for a review, see Harris & Garris, 2008). Here are seven nonverbal ways to make a positive first impression… Impressions are assigned to the source page's URL. The participants noting that websites were often found to be too complex, busy and lacking in navigation aids. Now what? 18% of web designers require no more than 10 hours to create a website; 9% of web designers spend more than 61 hours creating a website; The average wage for a web designer is $49,707 or $20 per hour . A study by the Stanford Web Credibility Project. Think about it. Prepare talking points People like to be right,  so they will continue to use a website that made a good first impression, as this helps to ‘prove’ to themselves that they made a good initial decision. And it’s not so different from other things in life. As long as it’s easy (and not confusing) for users to find what they need, progressive disclosure can be a great way to create a better user experience on your website. Researchers Gitte Lindgaard and her team at Carleton University found their study results demonstrated what is known to psychologists as the “halo effect”: the first impression of a website creates a cognitive bias in the user that affects their long-term opinion of the website. Behavioral Implications of First Impressions. We might take milliseconds to form an unconscious opinion, but with website design, first impression statistics further theorize that it takes us 2.6 seconds to find a spot on the landing page that makes us like or dislike a website. 90 percent of people use multiple screens sequentially. You’ve heard it said that you never get a second chance to make a good first impression. I live in Brisbane, Australia. Website first impressions matter. This means your web content must be direct (to-the-point), concise, factual and easy to skim and scan.”, 10 tips to improve your website credibility. In fact, everything we’ve learned so far tells us that bad website design, outdated aesthetics and low usability are major credibility killers. Ask any company if they would like to more than double their website traffic. Visitors to Media Temple’s website will see testimonials on the homepage from Nike, Sony, and Starbucks. We use cookies to ensure that we give you the best experience on our website. 94% of all first impressions on a website are design-related. Research has shown that first impressions of a website are 94% design-related. A bad website can tarnish a company’s credibility significantly—but a quality website can help a company extend its sphere of influence and create leads. On your company’s core marketing pages, be sure to use enough detail to educate users, but don’t provide enough to confuse or bore them. Your website is a great credibility boosting tool that serves to inform users on your products or suite of services—but most importantly, it’s your online point of sale. The participants noting that websites were often found to be too complex, busy and lacking in navigation aids. This is an area where companies with mobile friendly websites may think they are unscathed by the lack of responsive design, but it’s actually quite contrary. So ALL your pages need to make a good first impression! The best (and only) way to get rid of snap judgements on your homepage is to improve its design. That’s why so many companies choose to include a glyph or visual in their logo. But when it comes to the layout, the site can be a bit vexing. See 10 Tips to build Website Credibility based on guidelines from Stanford University. Bus… With that said, every page on your website should be well-designed and built to maximize user engagement—not just your core marketing pages. You can also take the measure of first impressions by looking at your website traffic statistic called the “bounce rate”. Have a website that users need to pinch and zoom on their mobile devices to view? On average, 5 to 7 brand impressions are necessary before someone will remember your brand. So, as you reflect on your current website or begin to build a new one, here are some first impression statistics to consider: It takes 2.6 seconds for eyes to settle on key areas of a web page; First impressions are 94% design related; 75% of website credibility comes from design; A positive first impression increases overall satisfaction New research suggests that first impressions are so powerful that they are more important than fact. This can be found in your Google Analytics stats. Design-wise, the site looks pretty good throughout, although this is helped in part by the great images of beautiful, luxurious products. The study showed clearly that the look and feel of the website was the main driver of first impressions. Luckily, the culprit for slow load times of images is easy to identify: large file size. This area will most often be a line of text or media that introduces your company to the user. Our brains process images 60,000 times faster than we process words. Keeping in mind the fact that users spend an average of 5.59 seconds per page consuming written content, it’s imperative that this content is as effective as possible at portraying your company in a positive light and getting your users where they need to go on the site. Websites that are difficult to navigate provide poor accessibility which leads users to seek out alternative options. If you continue to use this site we will assume that you are happy with it. Images are great. What do these two situations have in common: Although over half of web traffic is happening on mobile devices, the mobile experience is even more powerful in the local business scene. The key to creating a positive first impression is a combination of extreme clarity and quality design. Responsible for a person’s first impression, in order to be credible, it must come across as … Finally, users tend to scan the content’s left side vertically from top to bottom. There’s nothing quite like the laugh I get when I see Comic Sans on a website. It’s probably a good bet they will say yes. This can be done informally and inexpensively by showing some users a printed image of your webpage, and asking for their feedback. Only one impression is counted per result per session; if a user scrolls past a card and then scrolls back, only one impression is recorded. Choose images that are relevant to your product or service offering and will not distract from the overall objective of the website. Make them count. Since users are making judgements on the credibility of your website in much less than a second, the most logical way you can impact this decision is with design. While responsive design is not yet featured on as many websites as it should be, it’s still out there—and users will search until they find it rather than settling for a bad website. However, you don’t have long to win over your website visitors. Believe it or not, users want to know what your website wants them to do. Statista has found that mobile traffic globally has a larger share of internet usage than desktop traffic. improve your website’s User Experience and conversion rates, free tool from Google to check the speed of your website’s pages, great tool for optimizing the size of images with large file sizes, You’re going to search the internet for an idea or solution. Now would probably be a good time for statistic #2: Ok, so here’s where responsive web design comes into play: Websites that are not mobile responsive are by nature poorly designed, because they don’t provide an optimal user experience. Not to mention, the fact that users only spend 5.94 seconds on the homepage image means that first image in the slider is usually the only one that users see. This statistic shows us that users do in fact pay attention to the main image on a web page, so it’s important to make sure that this image communicates effectively and reinforces the brand. The type of CTA you feature will depend on the type of business you run, but if your homepage lacks one, users will choose to go elsewhere. An estimated 84 percent of communications will be visual by 2018. While it may be tempting to pepper your website with beautiful, high resolution images, it can greatly detract from your website’s effectiveness. Good design relies on a seamless integration of quality, informative, and credibility-boosting content into the overall fabric of the site. As we learned from our first statistic, it takes much less than a second for a user to form their opinion on the quality of a website. We also discussed the fact that once your website passes the snap judgement test, it will have to keep it up in order to retain the user’s positive impression. The layout of the website may look different—as it should, based on the different sized devices—but the ease of use and the overall experience should never suffer. When it comes to your website, the majority of first impressions come from your site’s design. If a user has to pinch to zoom in and out on your website, there’s a good chance they will just leave instead. I have a headache just thinking about it! Here’s a helpful look at the most common dimensions: Doing one thing in particular can help you out with all of this. The reason for the many dropdowns has to do with the fact that Restoration Hardware can’t possibly display every single product, along with its specs, reviews and prices on one page. Yikes! According to a study by Canadian researcher Gitte Lindgaard of Carleton University [1. The bounce rate then becomes an inappropriate measure of the visitor’s interaction with the website. All the traffic in the world doesn’t matter if a website isn’t ready to give that traffic what it’s looking for. It seems as if there may be a pattern here: User experience and design are not separate concepts. It’s a simple matter of choice. As it turns out, the cover looks a lot better than the book. These statistics prove it is more important than ever for your website to make a good first impression. 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