YOUR CUSTOMER’S ONLINE EXPERIENCE COULD BE OVER AFTER JUST EIGHT SECONDS

Thursday, June 30, 2016

When a potential client stays on a page for longer than 30 seconds they are more likely to spend 2 minutes or more on the site. This also increases the chances of returning to the site at a later stage. The big question is, how does a leading online service like Hippo.co.za retain a customer’s attention, create a relationship and maintain it?

 

“Customers want to have control of their decisions, participate in activities and quickly get the message that is being translated to them. In order for online services to retain consumer attention long enough, they need to provide them with a site that has clear messaging and easy navigation through the various sections, all underpinned by a compelling value proposition to the customer. In our case, consumers could save hundreds of Rands per month* by comparing from different insurance providers and easily find the right insurance to buy,” said Derek Wilson, Head of Hippo.co.za.

 

Here are some of the tactics used by website analysts to retain consumer attention.

 

  • Visual information. People are likely to remember 10% of the information they read three days later, whereas 65% is remembered when it is paired with relevant images/visuals2.
  • Web design and development. 40% of visitors will exit the site if it takes longer than 3 seconds to load3. Websites also have to be mobile device friendly and have an easy to remember website address.
  • Filter applications. They allow the consumer to customise information and simplify the search process.
  • Websites that have interactive features (for example audio, video, or scroll events) can keep site visitors entertained and lingering for longer4.
  • Create an excellent online customer service experience. According to research5, 47% of customers could take their business to a competitor within a day of experiencing bad service.

 

In the case of Hippo.co.za, building a loved brand also goes a long way to improve customers’ propensity to use the service frequently.  

References:

  1. http://www.telegraph.co.uk/science/2016/03/12/humans-have-shorter-attention-span-than-goldfish-thanks-to-smart/
  2. http://www.lifelearn.com/2015/05/12/why-infographics-work/
  3. https://econsultancy.com/blog/10936-site-speed-case-studies-tips-and-tools-for-improving-your-conversion-rate/
  4. http://www.dtelepathy.com/blog/inspiration/15-interactive-websites-with-engaging-user-experiences
  5. http://www.247-inc.com/company/resources/press-releases/247-survey-reveals-half-customers-will-select-another-competitor


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