Passing the 5 Second Test

This is a great time to have a Web site. The lowered US dollar means increased buying power from outside the country - great news for companies with Web sites. However the Web site needs to convert visitors into customers. When your site sells, your marketing problems are over.

A high traffic Web site doesn't mean a high selling Web site. Yes, users are finding the site, but few people are buying. As Web professionals we figure out exactly why people aren't buying. Most likely the site is confusing and frustrating prospects. How can you be sure? The best way is to apply the 5 Second Test.

Larry Bailin, CEO of Single Throw Internet Marketing in Wall, N.J., explains the 5 Second Test this way:

"Once a user clicks to your Web site, you have between 5 and 8 seconds to convince them you can help. Your home page should include the bare essentials. People are looking for exactly what they typed in, with calls to action. It is critical that you address THEIR issues on your home page. Get to the point and get rid of anything that doesn't need to be there."

People arrive at your site with expectations. They want an answer to their problem and the next step. Give it to them and you have a customer. Confuse them with a menu of 20 options, marketing fluff, a movie and no clear next step and you've lost them. Internet people are impatient. Don't fight it, go with it. Be absolutely clear about what you want people to do. Make the next step - Buy Now, Sign Up Here, Quick Quote, or whatever it is - big, bold, and prominent.

Pass the 5 Second Test and you are on your way to a selling machine.