Are You Branding Yourself For Three-Second Success?
Published on February 15, 2018 in Branding
Three seconds. That’s how long you have. Three seconds before an online shopper decides to move on to something else. Or someone else.
In 2015, Time magazine let the world know our attention spans were shorter than a goldfish. Today, as the internet becomes even more crowded, your brand messaging needs to be more unique than ever before. It’s getting harder to stand out. People are busy. If you can’t solve their problems quickly, they’ll simply press the back button and find another site that can.
It’s no secret that first impressions count. But most marketers don’t seem to realize just how much it matters. Your potential customers are just a click away from leaving forever. Instantly, you must be:
If you’re not, wave goodbye to any hopes of those readers becoming loyal to your brand. Without an irresistible call-to-action, your website will NEVER get customers. It’s that simple.
The question is: How can you capture the attention of your target audience within three seconds?
Your Brand Messaging Must Offer Quick Solutions to Real Problems
Everyone has problems. Successful branding is all about giving your audience quick and easy access to the solution. The sites that can do that fast will enjoy the most success.
Amazingly, 53% of visits to shopping sites via MOBILE devices are abandoned if a site takes longer than 3 seconds to load. Desktop viewing and non-shopping site requirements may afford you 4 more seconds. Even so, designing and building fast-loading pages is crucial no matter how important your content is. A heavy page that takes more than 7 seconds can send prospects running before your site page fully loads!
Once visitors arrive, your site must “land the eye” with an immediate call-to-action. The website design and user interface need to make it easy for the reader to know where to go next.
The three-second rule is all about getting visitors to take action. Whether it’s a subscriber form or product offer, your visitors should be able to easily navigate to the next logical step with only a few clicks.
How to Make Your Branding Convert Visitors
Nobody likes pushy sales. By presenting your products and services as a solution instead, you will get more visitors to act. Here’s how you do it:
- Build with SEO in mind to attract visitors through search with content that solves problems and answers questions. This will instill trust in your brand. Leveraging SEO to help your customers will pay off in the long run. Develop buyer personas to ensure you’re using keywords and phrases that are in their vocabulary.
- Be creative with everything in your website, from your brand voice to the graphic design. Engage your visitors with interesting visuals and enjoyable copy, thus improving the user experience. If you can invoke emotion through creative brand messaging, you will experience greater success.
The Bottom Line of Branding Success
Businesses need higher conversion rates. People want solutions to their problems. The best way for everyone to get what they want, is the fastest way. To achieve this, you need the right balance of compelling brand messaging, creative graphic design and a fast, user-friendly website.
Three seconds and they’re gone. Are you ready?
Want to learn more? One of these resources may help.
Use Personas to Improve Sales
FREE. Understand how Buyer Personas can help to focus website content strategies and inbound marketing. This guide will take you through the components of a buyer personas and how to create a profile of your ideal customer for online marketing success. >
Build Personas Using a Template
FREE. This template will help guide your buyer persona interviews and research. Well-defined personas help to keep your communications strategies on track, and build alignment within your organization. The template is a helpful companion to the Persona Development Guide. >