Favorable, unfavorable? Positive, negative? Benchmarking, impressions, bounce rates, and conversions. This list can go on and on and are all examples of feelings, actions and reactions that a viewer of a website can have in the matter of seconds. What message does your website give and what actions are you taking to maximize its effectiveness?
According to research by the Missouri University of Science and Technology it takes web viewers less than two-tenths of a second to form a first impression and a bit longer – about 2.6 seconds – for a user’s eyes to land on that area of a website that most influences their first impression. As you can see time is of the essence!
It can be easy to get lost in a list of things you want your website to include. Things you think that if placed on your website will save you time later. For instance, clients will ask – “On my rooms page can we list things a guest may need to know while staying in the room, like how to operate the gas fireplace.” While at times these things may seem to make sense to save you time in the long run, they could cost you big time in driving online sales. There are three things your website MUST DO! By not focusing clearly on these objectives and dedicating your online experience to maximize the success of these goals can impact on your bottom line. So consider saving the operations of that enchanting fireplace for check -in!
• Increase Sales
• Increase Brand Awareness
• Improve/Build Customer Relations
How to achieve these objectives unfortunately is not as easy as stating them. Avoiding the temptation of cluttering your website with things that only distract from the stated goal can also be a daunting task. Ultimately the user experience rules the day. That first impression can and will determine if the user continues to travel down the road you lead them or takes a quick exit and look for other lodging options.