You have four seconds. Use it wisely!
Four seconds is the maximum length of time an average online shopper will wait for a Web page to load before abandoning the site. Shopper’s loyalty is contingent on quick page loads and brand perception. If you don’t have those, there is an almost certainty that they will click out of your site and you will lose the sale.
I would like to point out that this research has been done for retail websites, or online stores, but blogs and corporate presence sites are no different. You are still selling yourself, your company, your idea. You want a visitor to spend time on your site and get to know you or your company. More importantly, you want them to come back!
Why do you think corporate blogs have become so popular? It is a more personalized corporate presence. You get to know the company in terms of the people that make it up! And you get to sell your product in the process.
Admittedly, people are a little less critical if there is no monetary exchange, but the same principle still applies. You have four seconds to get the page loaded and maybe three to five more for the user to find something that is familiar. Whether that is a logo, a term they were searching for or whatever else.
It is up to you to make make sure they don’t click out!
Ref: 4 seconds research, John Chow
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