This article first appeared on MarTech on 11/1/2022
While most people associate first impressions with meeting someone in person, the same phenomenon occurs when someone lands on your website for the first time. Sometimes you know who they are, but oftentimes they are anonymous. In fact, 67% of the buyer’s journey is done before they indicate any buying signal and just about two-thirds of potential buyers walk away after a bad experience.
When you think about it, your website is your storefront, it’s the window into your brand. It says who you are, what you do, and tells the visitor what they can expect and how they should feel.
Many companies fall short because they don’t spend enough time thinking about the first time someone will experience their website. They usually have one static homepage and then create zillions of landing pages to personalize for promotions because it’s troublesome to get the website changed. Even if you have first party data, much of what you do will be lost on anonymous visitors because they’ll land on your site and leave before they’ve had a chance to soak in all you have to offer. The static homepage is dead.
Research shows that people make up their minds about something in less than half a second. They form an impression when they first see your site. If that impression is positive, it’s likely they’ll continue to explore your site. If they don’t like what they see, they’ll leave. Studies show that customers who have a positive experience tend to spend 140% more with a given brand.
Regardless of whether you're a B2B brand doing Account Based Marketing (ABM) or a D2C brand with an online store, first impressions matter, don’t waste yours. To learn more about making a great first impression with your website, talk to our experts and request a demo.
~ Tracy Sestili, VP of Marketing
Tracy Sestili is a tenured marketing executive leading teams at Intellimize, Fountain, SparkPost (acquired by MessageBird), Cisco, and TiVo. She has previously served on the board of Women for WineSense, and co-founded a nonprofit for lung cancer, for which she received a Bay Area Jefferson Award.