Jan 24, 2014

Grab Buyer Attention in the Blink of an Eye

Blink. No, really; pause for a second, blink, and pay attention to the speed of your eyelids.

An average blink takes about half a second to complete. The New York Times recently quoted Google research demonstrating that “web surfers” will dump your website in favor of a competitor’s if the competitor’s site loads just 250 milliseconds faster than yours. Two hundred fifty milliseconds: That’s roughly half an eye-blink, one-quarter of a second.

Fortunately, there’s a way to make this push for speed work to your advertising advantage. Twenty-first century consumers are speed sensitive. In a culture where advertising messages are ubiquitous, advertisers have the blink of an eye to capture a consumer’s attention, or they will move on to the next offer. The “information superhighway” has become similar to an autobahn: Eyes cruise along at speeds too fast to read the billboards. Instead of reading, the cruisers opt for looking at the pictures. Read More

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