The rule of three seconds: how to prevent users from leaving our website
by Gaurav Gupta
Once a user has entered a website, how long does it take to decide whether to stay in it or abandon it? That period is between 10 and 20 seconds. But we must not trust ourselves: in those first 20 seconds, the less time the user has spent in the site, the greater the probability of abandoning it. After the second 20, this behavior is maintained, but attenuated; For example, if the user has already spent 30 seconds on the site, it is still quite likely that there will be ten more.
The “three-second rule” suggests that we must capture the attention of the user in that initial period, where the probability of abandonment is higher. That the users leave our site affects the image that they have of our mark and of course, it avoids any type of conversion. What reasons can lead to this behavior?
Bad charging times. Perhaps the most important factor: it is considered that 57% of users take three seconds to leave a website with load problems.
Poorly organized content. A user can leave a website if he does not immediately find what he is looking for. A title, an image or some other element should capture the attention of the reader without delay and give you an idea of the nature of our product or service. The worst thing we can do is fill out the non-hierarchical content page.
Forgotten design. If users are immediately struck by an out-of-the-ordinary design, they will be inclined to stay on the site, even if they need patience until they finish loading. A website with forgettable design, however, can only be defended through its content.
Advertising annoying. Different types of ads increase loading times and make reading difficult.