Gone in 8 Seconds – The Importance of a Glanceable Experience
By Celeste Malia | June 5, 2015
The average attention span of a human being is 8 seconds, meaning organizations today have 8 seconds to create positive engagement, or run the risk of losing a potential customer. Sounds like a no-brainer, right? The fact of the matter is that many organizations – from digital advertising to news sites to food delivery apps - don’t have a grasp on what it means to deliver a truly “glanceable” digital experience to their customers.
- App performance is critical. A recent study from HP found that after using an app that ran slowly on a regular basis, 48 percent of consumers uninstalled or removed it; 33 percent stopped using it; and 32 percent looked for alternative apps. Amazon found that every 100 milliseconds of latency cost them 1% in sales; while Walmart found that every second of reduced load time raised their customer conversion rates by 2%. Still think good design alone will sell consumers on your business? Well, almost 100% of consumers said app performance is important to them and a deciding factor of the services they use. Now, make sure your app is up to speed.
- Customer experience is the new pinnacle of success. Slow load times, crashing, or inaccessibility all negatively impact the experience of customers using your application. Help Scout found that 86% of consumers quit doing business with a company because of a bad customer experience, and 90% of consumers would pay more to ensure a better customer experience. 78% of consumers discontinued an intended transaction as a result of a poor customer experience, and 59% of U.S. consumers would try a new brand for a better customer experience (CX). CX has become the key differentiator for consumers, in fact, Gartner predicts 89% of brands will compete primarily on customer experience by 2016.
- The mobile takeover is here. It’s no secret that mobile has become the screen of choice for many consumers. They are using their mobile phones for everything in their day to day lives, looking up health information, job listings, real estate opportunities, mobile banking and the like. The mobile ad spend is expected to reach $100 billion worldwide in 2016. It’s been reported that organizations gain an extra 240 hours of work per year from employees due to mobile working. Mobile is an opportunity that organizations can’t afford to miss, but creating a mobile application is often no easy feat.
This is where APM solutions come in. By ensuring that applications, both Web and mobile, are truly delivering on the functionality that has been promised to the consumer, organizations can ensure they reach their full potential. Delivering a fast, easy experience to consumers is the key to success, and making that experience “glanceable” for today’s consumer attention span is only a challenge if you’re not prepared.