To improve conversions we need visitors to stay longer. Increase time on site with a technique called Priming (Wikipedia definition).
Have a look at your site data. You’ll find a majority of visitors spend comically low time on the site. Typically under 3 minutes.
Think about your own behavior. How much time do you typically spend on new sites? Are you going to read this whole article?
When I visit a site, even if my intention is to stay, I end up exiting too soon. And we know time on site is one of the biggest indicators of future conversion rates.
Could this be happening on your site too?
You can bet your last dollar.
As marketers, our #1 goal needs to be to drive up quality time on our sites. Keyword being quality.
So how does one know what a good time target is?
A good place to start is to create a segment of paid search traffic (non-retargeted). From this group, exclude users who spend less than 20 seconds and visit less than 2 pages. Calculate average time on site for this segment.
Let’s say this number is 5 minutes and 18 seconds.
Ask yourself: how can we get shoppers to spend more time on the site? Priming will help you increase time on site for this group.
Priming is a good tactic.
My company sells conversion optimization services. Businesses consider conversion optimization a damn important business goal. Naturally, they will want to invest time to study my credentials. This would be what their rational brain would say. Yet, the typical time on my site for a new visitor is under 1.5 minutes. Are my customers superhumans capable of completing due diligence in 90-seconds? I’m skeptical. So I could use priming on the site. Here is how it would work.
When someone visits they’ll see a banner with 4 button options (red banner below):
We know what people actually do (spend an average of 1.5 minutes on my site) but guess which option they’ll pick? That’s right, they’ll click the [As long as it takes] button.
But that isn’t the fun part. The fun part is what happens after they make this selection. Because now when the visitor’s irrational brain wants to bail at the 90-second mark the rational side will chime in:
Most will feel so conflicted they’ll end up spending 80% more time on the site.
About Frictionless Commerce
We’ve been thinking about online buyer psychology for the last 11 years. Why do online shoppers behave the way they do? Does a product that is objectively better than the competition always win or does buyer perception matter most? We’ve learned some fascinating truths.