According to Microsoft, the average human currently has an attention span of eight seconds, 33,3% less compared to the 12 seconds in the year 2001. Smartphones and mobile devices contribute to this phenomenon, creating greater demand for easy and convenient online communication and services.
When a potential client stays on a page for longer than 30 seconds they are more likely to spend two minutes or more on the site. This also increases the chances of returning to the site at a later stage. The big question is, how does a leading online service retain a customer’s attention, create a relationship and maintain it?
“Customers want to have control of their decisions, participate in activities and quickly get the message that is being translated to them. In order for online services to retain consumer attention long enough, they need to provide them with a site that has clear messaging and easy navigation through the various sections, all underpinned by a compelling value proposition to the customer,” says Derek Wilson, head of Hippo.co.za.
Here are some of the tactics used by Web site analysts to retain consumer attention:
- Visual information – people are likely to remember 10% of the information they read three days later, whereas 65% is remembered when it is paired with relevant images/visuals.
- Web design and development – 40% of visitors will exit the site if it takes longer than three seconds to load. Web sites also have to be mobile device friendly and have an easy to remember website address.
- Filter applications – they allow the consumer to customise information and simplify the search process.
- Interactivity – Web sites that have interactive features (for example audio, video, or scroll events) can keep site visitors entertained and lingering for longer.
- Create an excellent online customer service experience. According to research, 47% of customers could take their business to a competitor within a day of experiencing bad service.
Building a loved brand goes a long way to improve customers’ propensity to use the service frequently.