That’s not long to impress a visitor to your web pages. But that is the amount of time you have to show your visitors that there is something of interest and worth sticking around for. This figure is an average by the way. And only a quarter of the text on a page is actually read – we are scanners!

Once they have stayed on a page for more than 10 seconds they are more likely to stay for longer, according to research highlighted by usability guru Jakob Nielsen.

There are lots of variables at play when it comes to why visitors stay on a page (strong intent will keep them there ie a job ad) but there are some basics you need to get right:

  1. Clear design
  2. Clear text
  3. Fast page load times
  4. Optimised for all devices

If these four factors are working then the user will quickly understand the purpose of the page. Then they can decide to stay around, if they know they are in the right place.

This all sounds painfully obvious but go and check these four factors on some of your pages and see if they pass the test.