The Five Second Test

(From Stamats, by Matt Arnold)

In a recent blog post Becky Morehouse wrote about the “Five Second Brand.” On the interactive front, we talk about the Five Second Test when it comes to a website or a particular page. Based upon the innovative and interesting work at Five Second Test, you can start to see how effective, or ineffective, your site may be in getting a visitor’s attention and driving them to action.

You can also apply your own five second test today on your own site. As a rule of thumb, you have five seconds or less for a visitor to be drawn into your page and/or take action. What one thing should someone take away from your site? Consider looking at important pages on your site—ones that should drive towards key goals. Now, look at that page for five seconds. Even better, ask a friend or family member who’s not affiliated with your institution to provide their feedback from a five second viewing of the page. Remember no more than five seconds. Now, what stood out? Was it clear what action you are encouraging the visitor to take? Was there a clear call to action?

Don’t confuse the five second test with the five second rule. As a father of two, I can no longer trust the five second rule.