Long or short copy? How long is a piece of string?
Why user engagement is crucial to your bottom line.
Typically web users are in a hurry – they leave a page within 7-20 seconds. That means they’ll probably only have a chance to read about 25% of the content on your landing page.
So unless your web content is simple, clear and direct, chances are your key business messages aren’t getting through to your target user.
So how do you keep users engaged with your website – and therefore with your business?
- That first 10 seconds a user is on your landing page is absolutely crucial – it will determine whether they stay for a while or leave immediately.
- If your site is poorly designed, appears ‘unkempt’, has broken links or spelling/grammatical errors in the first sentence or paragraph, you’ve already lost 99% of your potential online customers.
- After you’ve passed this initial muster, users will probably stay a while and look around. However, they’re still likely to bounce away within the next 20 seconds if your site fails to live up to initial expectations.
The good news? If you have managed to keep a visitor interested in your site for 30 seconds, they’re more likely to linger at little longer – up to 2 minutes, which is an eternity on the web these days.
And the longer they linger, the more likely you’ll be able to convert an interested user into a customer.
So the moral of the story is:
To convert users to customers you must clearly communicate your business value proposition within 10 seconds.
Down & dirty copywriting tips #2
Down & dirty web copy tips #1
A great story can leave you blissfully unaware of your surroundings.