With so many players in the market today, it is imperative to capture a prospective customer’s attention by using your website landing page as a conversion magnet.
An oft-quoted brain activity survey conducted by a Canadian research firm concluded on the heels of the year 2000 mobile revolution, the average attention span of consumers dropped from 12 to 8 seconds.
The results were notoriously framed against the 9 second attention span of a goldfish. Even though its logical to believe individual attention spans are shrinking the reality is they are evolving.
People have become increasingly savvy at ignoring the torrent of information that is constantly bombarding them across multiple media channels.
On the positive side, people’s ability to multi-task has dramatically improved in the mobile age. However, there is concern about people’s inability to stay focused on one thing for any length of time.
Yet the same people who struggle to pay attention during hour-long business meetings, have no trouble binge watching 6 hours of a favorite series.
Turns out the firehose effect of content has forced folks to be more selective. In a nutshell, people have become better at filtering out irrelevant stimuli.
The translation to you as a business owner is that nobody cares what you do unless, what you do solves their problem.
Business owners repeatedly make the mistake of having a “me, me, me” mentality. Their website is the equivalent of spammy stories of new products or a suite of disruptive services instead of a clean landing page that speaks to the sensibilities or emotions of the prospect.
Further, each company must speak in a way that answers one important consumer question, “How does your product or service solve their problem?”
Bottomline, capturing a prospects attention is hard work. The key to converting a prospect to a customer depends on your ability to make a great first impression.
Company’s like Pagely, The Ladders and Unbounce achieve this goal on the front page of their websites. Each have crafted appeals that stress solutions to alleviate the pain points that keep prospects up at night.
When a prospect lands on your website you must paint a picture that expresses the value of the problem you solve, sets an expectation of benefits and underscores the reason your product or service is better than the competitions.
To reiterate. Prospects may not immediately understand what you can do for them. Your job is to succinctly communicate (via imagery and messaging) exactly who your solution helps, what it is, how it accomplishes that and why spending their hard- earned dollars will return a value greater than your competitors.