The 5 Second Test uncovers people's 1st impressions. These impressions deliver valuable insights you can use to make actionable improvements to your site and ensure your lead becomes a customer.
Users make snap judgments on whether to stay or go because of the sheer volume of options and search results before them. People don’t want to waste time navigating a poorly designed, frustrating-to-use site, so they act on their first instinct. Research proves the first impression is usually right.
When your web page survives this snap judgment, your web site wins more time to convert the sale or lead.
Bright Orange Thread’s 5 Second Test utilizes qualitative research to gain insights about people’s snap judgment about your web page.
With $360 purchase of The 5 Second Test, you'll get:
Research shows that whether a user spends 5 seconds or 5 minutes on your site, their first impression of the usability and relevance of your site is surprisingly accurate. So what goes down in those first moments?
50 milliseconds…users know if they like the design.
.2 seconds...users form a first impression of your brand. 94% of our first impressions are design related. It helps us judge the site’s credibility and the brand’s trustworthiness.
5 seconds…is all people need before they accurately judge whether the site is useful and if they will keep reading.
Design, messaging, and imagery must all work together to persuade users to spend a little more time getting to know you.
You drive people to your website via social media, email marketing, advertising campaigns, and in person. You've won their attention if they take your offer and visit your site. To keep them there, it's crucial your website reinforces the impression that led them to your site.
Prospects want to find your website - it's the first place they search for information about your company.
There are billions of search results on the web vying for your prospect's attention. Fail the first impression, your window will be closed and your competition’s will be opened.
The more time users spend on your site, the more interested they are in what you offer. That's why within the first 10 seconds, your page must clearly communicate your value proposition. The value proposition must state not only what you do, but how you help solve their problem.
Leaping over this next hurdle can win you several minutes of prospect attention – convincing them to navigate through your site and, eventually, convert.
Rapid technological evolution gives your site a short shelf life - the average website lasts just 3-5 years. In that same time period, it's likely your branding and market position will evolve to reflect your growing business. If your website’s looks dated or communicates a dated message, people will misread who you are and the value of what you offer.
Kauffman Gas was weighing the pros and cons of embarking on a full site redesign or doing a modest refresh with mobile optimization. Analytics indicated that visits from smart phones were growing, so Kauffman wanted to make mobile traffic a priority. They were also concerned their 4-year-old website was showing its age.
So they put their site to The 5 Second Test!
"Good, looks like a business website. But I'm not sure how the photo of the women fits with gas delivery"
"I would keep reading despite all the clutter. I think I could find what I wanted there."
"Impression is mostly positive, there is a little bit too much information on the page."
Respondents concluded the Kauffman Gas homepage
Bright Orange Thread's analyis of the results helped us identify key goals for the site refresh.