February 26, 2021 | Maz Tannir

Three Seconds to Glory | How to Get & Keep Customer Attention

Three seconds. Ten devices. Ten thousand ads.

What’s the most interesting ad you’ve seen lately? Where did you see it? What about the best ad you saw last week? Can you name ten brands you’ve seen an ad for in the last 7 days? 

Every search, scroll, stream, and tap delivers between 6,000 and 10,000 ads to the average digital consumer every day – a number that has sharply risen since 2007 when the estimated average was up to 5,000. It’s a wonder that we actually remember any of the ads that we see. They’ve quickly become background noise, blinking and flashing in our peripheral vision as we move through websites, subtly placing products and reviews at the top of Google search results. 

Every search, scroll, stream, and tap delivers between 6,000 and 10,000 ads to the average digital consumer every day – a number that has sharply risen since 2007, when the estimated average was up to 5,000. Share on X

Now, pause to consider all of the devices you can use to access the internet in a given day (remember, your TV and gaming system are more and more likely to be included in this list). The average North American household has 10 connected devices. Most people can access and use at least two mobile phones and two computers at any given time. More and more often, they’re choosing mobile devices. According to projections from Google, by 2025 70% of all internet users worldwide will be using their mobile phones to access the internet. 

What’s almost certain is that the vast information available to consumers within milliseconds, on any device of their choosing has drastically shortened their attention spans. The average internet user has an attention span of 8 seconds, down from 12 seconds in 2000. 

When it comes to mobile users, attention is an even harder target. The average person touches their phone more than 2,000 times a day, rapid-fire interactions that often end as quickly as they begin. They’re not willing to wait around for pages to load or to spend too much time searching for the answer they’re looking for. More than half of mobile users will leave a website that takes more than three seconds to load.

The implications go beyond websites, extending even into TV and video. As users take to their mobile devices to consume content, they’re constantly interrupted by notifications, in both banner and audio form, beckoning them to turn their attention somewhere else. 

More than half of mobile users will leave a website that takes more than three seconds to load. Share on X

5 Things to Focus On to Increase Customer Attention

In the constant battle for attention, the highest performing digital advertising and content uses the following key factors for success:

1. Lightning-fast page load times. Google recommends that pages load in less than two seconds, though they also feel half a second is the goal every page should strive for. 
2. Data-informed targeted messaging. Every interaction must put your audience first. Relevant messaging must be crafted according to customer personas and segments. This could mean having numerous landing pages to address various segments or key messages. When it comes to paid media, target-first, continuous planning is more powerful than post and pray. 
3. Multi-channel, multi-platform plans. No matter who you are, it’s unlikely you’re only consuming media and content through a single channel. This is true for farmers as well. Our attribution reports paint a rich picture of growers moving through channels and interacting with multiple brand touchpoints on their way to the sale. Outcome marketing plans must consider the various platforms and channels where the audience spends their time, and tailor content and ads to that experience. 
4. Value-added user experiences. When we ask for the audience’s time, we must offer something in return. Whether it’s an interactive, informative content piece, or an exclusive white paper serving as a lead magnet, brands must create an experience that adds value for the user. Can site visitors find what they need quickly? Do they leave your site ready to take the next step, or have they left out of frustration? 
5. Constant optimization. The most successful plans always have room for improvement. Ads should be switched regularly with new creative and refreshed headlines, based on testing and results from previous iterations. Collected data can illuminate even the most puzzling results, providing a path forward to greater success.

In the battle for customer attention, focus on page load times, targeted messaging, multi-channel campaigns, UX, & always, always optimize.  Share on X

What are you focusing on to help your customers focus? Let’s talk about what’s working and what isn’t on Twitter @simplyws_.