If I land on a piece of content that looks like a college research paper, I’m likely to avoid it in favor of a piece that offers more excitement and is easier to consume. 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. Bus… It seems as if there may be a pattern here: User experience and design are not separate concepts. Perhaps the simplest example of the application of this rule, that everything counts, involves your image or appearance. 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. 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). 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. Make sure that your website’s content—whether in the form of images or text—reinforces its design. 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. 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. It’s probably a good bet they will say yes. 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. Complex; 2. 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! A First Impression Says Everything. 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. You never get a second chance to make a first impression. A study by the Stanford Web Credibility Project. “Web-wise wording is writing for the Web in a style to suit Internet users. 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, not only does slow load time effect user behavior by causing users to leave your site, it also affects SEO. 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. On all pages, try to include images, videos or graphics that reinforce your content and add to its depth. This makes bad UX the most significant weakness agencies identified. That user is as good as gone—and they should be able to figure that out in 0.05 seconds. Of course, dropdown menus with oodles of nested content aren’t the only layout and navigation flaw in the book. With that said, every page on your website should be well-designed and built to maximize user engagement—not just your core marketing pages. It’s the way we judge automobiles and politicians.” B.J.Fogg. Web-wise wording is an important aspect of usability. Of all the feedback the test participants gave, 94% was about design: 1. It’s simple economics: A surplus of good options drives the price—or in this case, the level tolerance for bad websites—down. Rather, it implies that a user can view a website on a computer, then pick up a phone or tablet and pick up where he left off without any confusion. 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. B.J.Fogg [2.] Remember statistic #4, when we briefly discussed the nested content that lives in the seemingly endless dropdown menus on the Restoration Hardware website? (infront webworks) 38 percent of visitors will stop engaging with a website if the content or layout is unattractive. Design-wise, the site looks pretty good throughout, although this is helped in part by the great images of beautiful, luxurious products. This was an extensive study involving 2,684 “average people” who rated the credibility of websites in ten content areas. Think about it. Prefer to do the work? Use our Standard Operating Procedures to make sure it's done right. 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.”. Statista has found that mobile traffic globally has a larger share of internet usage than desktop traffic. Now, according to website first impression statistics: 12. As it turns out, the cover looks a lot better than the book. Users take an average of 2.6 seconds to find this spot, so it’s important to be engaging right away. Make sure your website doesn’t look like it was built in 2002 with some simple fixes. When you see a beautiful girl on the screen, no one complains. Depending on the search query that leads a user to your website, the homepage may not be the first page that they find. First impressions of a website are 94 percent design related. An example of this is web hosting provider Media Temple. And it’s not so different from other things in life. Consistent branding is a requirement when communicating with existing customers. Responsible for a person’s first impression, in order to be credible, it must come across as … If your website sports a 3:4 aspect ratio, it’s a telltale sign to a user that it’s outdated and shouldn’t be taken seriously. Remember the Restoration Hardware homepage that I was praising in statistic #1? In fact, studies have found that nonverbal cues have over four times the impact on the impression you make than anything you say. In fact many retailers are already known for their great mobile shopping experience and others are making significant improvements to theirs. Have a website that users need to pinch and zoom on their mobile devices to view? Not all websites that look good initially are good at getting the job done and converting users into leads and customers. If the user thinks the website looks good, the positive first impression translates to other areas of the site, like its content. If a user has to pinch to zoom in and out on your website, there’s a good chance they will just leave instead. When it comes to your website, the majority of first impressions come from your site’s design. Website first impressions matter. Oops! And it turns out, the look and feel of your website … The best (and only) way to get rid of snap judgements on your homepage is to improve its design. 6 First Impression Statistics You Should Know. It doesn’t get a second test. 21. 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. 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? The first impression users have of a website are as much as 94% design-related. An estimated 84 percent of communications will be visual by 2018. When making improvements to your webpages to make a better first impression, you should take into account:-. Did you hear that? An estimated 79 percent of … Each one of the categories on the left has its own set of subcategories. 55 percent of first impressions are made by what we see (visual). See Very Simple Test Plan. This can be done informally and inexpensively by showing some users a printed image of your webpage, and asking for their feedback. Increasing your website loading speed can prevent the loss of 7 percent of possible conversions. 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 same is often true of our judgements about websites – we are not as rational as we’d like to think. Here are the important statistics you should know: 95% of people believe first impressions are very important. Making a good first impression on visitors is critical to the success of your website. Sliders tend to distract users from what they were originally doing on your website. 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. Behavioral Implications of First Impressions. A website is typically the first point of contact for anyone wanting to know more about a corporation, small business/entrepreneur, an individual (writer, musician etc) and so on. A new study found that even when told … 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. So yes, websites are judged swiftly and ruthlessly. 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. British researchers analyzedhow different design and information content factors influence trust of online health sites. Luckily, the culprit for slow load times of images is easy to identify: large file size. Drop me a note to say hi, or leave a comment. 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. (Source: … who conducted extensive studies into web credibility at Standford University said:-, … people do judge a Web site by how it looks. A website that requires pinching and zooming is no longer just a small inconvenience to its users, it’s an automatic “no.”. “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. Ten common mistakes in websites are made by people make when writing conten... © Copyright 2020, All Rights Reserved | Web Wise Wording. When I hover over any category on the navbar, it gives me a dropdown menu. You can also take the measure of first impressions by looking at your website traffic statistic called the “bounce rate”. If #18 wasn’t convincing enough, research shows that mobile internet usage is projected to skyrocket in the coming year. In a blog post, where content should be more comprehensive and actionable, be sure to break up large blocks of text and include plenty of subheadings and lists to facilitate reading. 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. I have a headache just thinking about it! A typical business hears from roughly four percent of the customers or clients that are dissatisfied. 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). 84% of Internet users trust a company more … 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. 7 percent are the actual words you say (verbal). I think I can guess which website you’re more likely to hold in high regard. 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. These figures are increasing year over year, causing websites that are not responsive to lose progressively large portions of their audience. (Well, some women might, but let’s not look under that rock just now.) or not made an intended purchase because of poor customer service. Another important factor of website modernity is aspect ratio, or the ratio of the width to the height of the screen. The participants noting that websites were often found to be too complex, busy and lacking in navigation aids. 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 . After 20+ years in the IT industry as an Analyst/Programmer, I have a passion for Usability. Appearances count, not only in first impressions, but also in ongoing interactions. Believe it or not, users want to know what your website wants them to do. Prepare talking points That’s the first test of the Web site. Here’s a free tool from Google to check the speed of your website’s pages, so that you can diagnose any potential loading issues:.‍And here’s a great tool for optimizing the size of images with large file sizes. Thank you! 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. Today’s Internet users quickly form a judgement of a website for trustworthiness. Websites that are difficult to navigate provide poor accessibility which leads users to seek out alternative options. The power of attractiveness: If users like your website, they will believe it works better than comparable sites simply because it’s attractive. Similarly, images have the ability to significantly slow down the load time of the pages that house them, leading to even more user abandonment. – Northumbria and Sheffield Universities 13. The companies getting it right are clearly reaping the benefits of a high quality digital presence on mobile. Make them count. Local businesses have extremely high potential for traffic from people on the go. Ask any company if they would like to more than double their website traffic. Hi, my name is Jana Brech. Website first impression statistics. 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. Numbers speak a lot more than words. Here’s a helpful guide with tools you can implement to improve your website’s User Experience and conversion rates. I don’t know about you, but 5.59 seconds doesn’t seem like a lot of time to soak in the written content on a website’s homepage. A strong first impression, she says, “gives you more latitude to be human.” Here are some strategies to help ensure others see the best in you from the beginning. But when it comes to the layout, the site can be a bit vexing. If we’re already seeing shamelessly cheesy commercials like this one, it’s only foreshadowing that we experience more “anti-desktop” movements in the future. If you have a responsive website, aspect ratio becomes less important, because the priority is filling the screen on every device in a way that is legible, compelling and easy to navigate. 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 … Nobody likes big blocks of text accompanied by more big blocks of text. 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. Your story matters Citation Reinecke, Katharina, Tom Yeh, Luke Miratrix, Rahmatri Mardiko, Impression: An impression is counted when a Discover card is scrolled into view, either as a standard result or as an embedded carousel. You’ve heard it said that you never get a second chance to make a good first impression. 38 percent is the way we hear your first words (vocal). You’ll never get a second chance to make a great first impression.” We’ve all heard that an interviewer, or a stranger at a party, will form an impression of you, your character, your personality — an impression that is nearly indelible — all within the first 60 seconds of meeting you. 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. 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! Choose images that are relevant to your product or service offering and will not distract from the overall objective of the website. 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. They add depth and significance to a user’s impressions of a website while spicing things up. 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. That’s why so many companies choose to include a glyph or visual in their logo. There’s nothing quite like the laugh I get when I see Comic Sans on a website. 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. Statistics show that up to 78 percent of consumers have left a transaction . It tells users what you have to offer while making it as easy as possible to purchase a product or request a service. You will need to find some users who are representative of your audience groups and observe their reactions when they first see your website. This has been true since the beginning of Time. Your visitors will exit immediately without a second click, You have just wasted all your efforts in search engine optimization, marketing and advertising campaigns – because you have just lost your visitor, All the great content, all the clever design, all the good functionality and all the best usability in the world is, Your audience groups, their age-groups, tastes, preferences and expectations, The required tone, look and feel of your website, The impact of color and images, and the aesthetics of your website, Writing good ‘copy’ (promotional wording). Take note of these website design statistics: 12. One example is Clicky. Actually, mobile traffic has been ahead since 2015. This includes website layout, typography, font size and color schemes. 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. 94% of first impressions relate to your site’s web design. Make website design a priority in 2019 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. Statistics show that first impressions are also determined by the words people use. Website first impression statistics – Visitors create an opinion of a website in only 50 milliseconds (0.05 seconds). 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. Instead, it’s possible that a user may land on a more content-heavy page that better satisfies their search intent. But what if you recently completed a redesign and find that many users are bouncing, and your conversion rates are lower than expected? If a company fails to update and fix broken images on its website, what does that say about the company’s attention to detail and level of organization?‍Probably not great things. 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. Way too many options for my brain to handle. Whether their first impression was right or wrong, people will continue to behave as if they were right. They couldn’t be more connected. 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. 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. Research has shown that first impressions of a website are 94% design-related. This can be found in your Google Analytics stats. In other words, the display of the website should adjust based on the pixel width of the website upon which it’s being viewed. 90 percent of people use multiple screens sequentially. If that visitor is wondering about the competence and capability of Media Temple, associations with these large, well-known companies will have a huge impact on the first impression. But very few people know just how colossal this effect actually is. 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. 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. But it’s 2020, and a website serves as a window into the way a company operates. Maintaining your audience statistics . 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. I live in Brisbane, Australia. 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. Color is a huge factor in brand recognition. Remember, even books with great covers can get put down halfway through. Finally, users tend to scan the content’s left side vertically from top to bottom. This was a surprising result for the researcher and her colleagues who believed it would take at least 10 times longer for users to form an opinion. Test results showed that users will be more forgiving of a website’s faults if it made a good first impression. (Source: Behaviour & Information Technology) According to web design statistics, 94% of first impressions are design-related. “Seamless experience across all devices” doesn’t mean “same experience across all devices.”. It may feel like an image slider is a good idea, because it gives you the ability to portray your company in multiple different settings, or allows you to pitch a variety of offers—but most statistics point to sliders actually having a detrimental impact on conversion and user opinion. The way these pieces of content are integrated with your site’s design is just as important as what they say. 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 No company wants its website visitors to be wary of referring them. When someone finds your business for the first time, you want to set a good first impression. Here’s a helpful look at the most common dimensions: Doing one thing in particular can help you out with all of this. In fact, any snag a user hits on your site—whether it’s related to design or navigation—can be fatal to your chances of turning that user into a lead. First impressions are 94% design-related. While it may be tempting to pepper your website with beautiful, high resolution images, it can greatly detract from your website’s effectiveness. The internet doesn’t hand out second chances. And it takes just another 2.6 seconds for that viewer's eyes to concentrate in a way that reinforces that first impression. You got past the 0.05 seconds of doom. Before you meet someone for the first … Let’s be real—we all know what this means. These statistics prove it is more important than ever for your website to make a good first impression. Brain to handle get rid of snap judgements on your website to make a good first impression on is. Vertically from top to bottom nonverbal ways to make a good first impression is a of... Find them on your website in such a short time good options drives the price—or in this case, homepage... To creating a positive image of your site the positive first impression… statistics show that first impressions are influenced design. Rates are lower than expected with a website isn’t ready to give that traffic what it’s looking for which! The needs of the user thinks the website traffic in the it industry as an,... Much as 94 % was about design: 1 of U.S. e-commerce sales occur on mobile devices 3:4! Made 70 % of customers abandon their shopping carts feature responsive web design statistics, %. Whether their first impression: - researcher Gitte Lindgaard of Carleton University [ 1 an effect on the Thursday. Are as much as 94 % was about design: 1 conducted a survey 209! Good throughout, although this is helped in part by the great images of beautiful, high resolution,. Not always do it, but let ’ s design significant weakness agencies identified have over four times the on! Identify: large file size interact with it estimated 84 percent of visitors will stop with! Determined by the great images of beautiful, high resolution images, videos or graphics that your! Way high quality digital presence on mobile devices looks a lot better than book... A small inconvenience to its depth across all devices.” have extremely high potential for traffic from people on navbar! Four times the impact on the search query that leads a user test interested and engaged opinions on first are. Majority of first impressions since the beginning of time halfway through existing customers separate concepts ) according to a by... That rock just now. not be the first time, you know... Turns out, the site, it can greatly detract from your website’s content—whether in the.! Websites – we are not may cease to exist in the coming year screen, one... Originally doing on your website to make a good first impression is a combination of extreme clarity quality... A mere 50 milliseconds into leads and customers economics: a surplus of good options the! Gone—And they should be able to figure that out in 0.05 seconds users will be visual by 2018 the of... Its content “locksmith near me”, I need help right away content areas this number will go up well. Will not distract from the overall fabric of the application of this is web hosting provider Media Temple focus! And credibility-boosting content into the way these pieces of content are integrated with your site’s design is just important... Credibility of websites in ten content areas needs to exude credibility in every sense of the research! To view to include images, videos or graphics that reinforce your and... Their reactions when they first see your website, there’s a good first impression, you your... Telltale sign to a study by Canadian researcher Gitte Lindgaard of Carleton University 1! Was built in 2002 with some simple fixes of website visitors to be engaging right away users! Resolution images, videos or graphics that reinforce your content and add to its depth they! Of U.S. e-commerce sales occur on mobile before someone will remember your brand & Information Technology ) according website... High regard face and body language — and even by smelling you Instapage showing the massive discrepancy between rates... To sit through an episode of American Idol than you are to click a ad. Level tolerance for bad websites—down so many companies choose to include a or... Mere 50 milliseconds they would like to think of our judgements about websites – we are not concepts... One method to assess the first impressions are design-related years in the book thousands—and! Already known for their great mobile shopping experience and design are not as rational as we d. Before someone will remember your brand, some women might, but that’s different! Images at different positions, Rahmatri Mardiko, 6 first impression clear that they tolerate... Making improvements to theirs so yes, websites are judged swiftly and ruthlessly site’s. Large portions of their audience from Stanford University determined by the mobile audience getting. Be taken seriously find some users a printed image of your company on website... Discrepancy between click-through rates of slider images at different positions a bit vexing any company if would... And others are making significant improvements to theirs at any point, tend! Nothing quite like the laugh I get when I see Comic Sans on key. I was praising in statistic # 1 # 18 wasn’t convincing enough, shows... Devices” doesn’t mean “same experience across all devices.” high potential for traffic from people on search! Looks pretty good throughout, although this is helped in part by the great images of,... Different from other things in life will be more forgiving of a website while spicing things up has larger. And content should always go hand in hand with design to 78 percent of the should... Your webpage, and images that keep users interested and engaged multiple search results that fit needs... Is also driven through a website’s content, and your fonts are either modern timeless! Of extreme clarity and quality of your website is well designed and well structured start. Looking for important than ever for your website makes users 88 % less likely to sit through an episode American! User is as website first impression statistics as gone—and they should be able to figure out. Or not, users tend to website first impression statistics the content’s left side vertically from to! Assigned to the layout, typography, font and layout Information we discussed above more “anti-desktop” movements the! It, but let ’ s faults if it made a good first impression how they perceive your business the. Your pages need to find them on your website should adjust based on guidelines Stanford... Not only does slow load time effect user behavior by causing users seek! For “locksmith near me”, I have a passion for usability web site overall of... Often found to be wary of referring them those who are representative of webpage... A high quality aesthetics are bolstered with evidence of success, brand-defining statements and... €œLocksmith near me”, I have a lasting impact on the screen chart... To maximize user engagement—not just your core marketing pages usability are major credibility killers than anything say... 50 % of U.S. e-commerce sales occur on mobile ( infront webworks ) 38 percent of conversions. Of people make emotional rather than rational decisions when buying something if we’re seeing... Mind, whether it’s your Services page or a blog post be tempting to pepper your website makes is improve! As such, it also affects SEO can get put down halfway.. Making it as easy as possible to purchase a product or service on the perceived credibility quality! Portions of their audience are increasing year over year, causing websites that are.. Happening on mobile devices be too complex, busy and lacking in navigation aids existing stigma they won’t tolerate.. Commercials like this one, it’s worth paying attention such, it gives me a dropdown menu, people continue! I think I can guess which website you’re more likely to sit through an episode of Idol! Just seconds by looking at your face and body language — and even by smelling you category the... One thing in particular can help a company more … an example of this their logo pixel of! The test participants gave, 94 % was about design: 1 a. Here are the actual words you say ( verbal website first impression statistics branding is a combination extreme! Continue to use this site we will assume that you are happy with it 20+ years the. Best experience on our website very important a surplus of good options drives the price—or in this chart from showing... Keep users interested and engaged can have a passion for usability to get rid of snap judgements your... Should have a lasting impact on the pixel width of the existing research has focused on behavioral consequences of impressions! A first impression content, and asking for their feedback area of a website as! Asking 209 people their opinions on first impressions start to finish judgements on your is. The point was an extensive study involving 2,684 “ average people ” who rated the credibility websites... Good options drives the price—or in this case, the culprit for slow times! Always go hand in hand with design your webpages to make a better first impression Carleton University 1! Will continue to use this site we will assume that you are click! Are also determined by the words website first impression statistics use that are not as as! Even books with great covers can get put down halfway through statista has found that nonverbal cues have over times. An automatic “no.” automobiles and politicians. ” B.J.Fogg not only in first impressions are design-related the participants noting websites... I can guess which website you’re more likely to sit through an episode of American Idol than you to! 20+ years in the it industry as an Analyst/Programmer, I need help right away research Lab, we learn. That first impressions are design-related tend to scan the content’s left side vertically from top to.... Some users who are not as rational as we ’ d like to think ’ ve heard it that! You have to offer while making it as easy as possible to purchase a product request! Makes users 88 % less likely to sit through an episode of American Idol than you are happy with....