How quickly are your benefits communicated?

We all know that a web page needs to ‘hook’ visitors almost instantly, with a clear headline that can be taken in at a glance. But many people claim there’s a second time limit, of around 10 to 20 seconds, after which few visitors will stay if they haven’t found the answer they want. This required information could be quite technical, so 10 to 20 seconds isn’t as long as it might seem. I suspect the calculation we make is that if we haven’t found the answer in that time, it might be easier to search elsewhere than persevere. Attention spans are dropping.

So take a look at your product pages, and see if the benefits are all communicated in the first couple of paragraphs, preferably without scrolling. If they’re not, it may well take visitors more than 10 to 20 seconds to get to them, and you’ve missed your chance – possibly one that was created at great promotional expense.