Why Site Visitors Leave Your Website After 12 Seconds!

During the past six month, our team has been conducting research to find out what makes a successful website and why other websites never reach their potential. We surveyed thousands of web visitors to find out what they like and dislike about different websites. We also studied website statistics for thousands of websites.

How long does the average visitor stay on a website?

Our research shows that a visitor stays only a short time!

0–29 seconds ….about 65% (ave. 12 seconds)!
30 seconds – 2 minutes …about 17%
2 -5 minutes …about 7%
5 -15 minutes …about 5%
15 -30 minutes …about 3%
30 minutes -1hour …about 2%
over 1 hour….about 1%

What causes a person to leave a website so soon?

We hear lots of complaints about the use of Flash or JavaScript to cycle images and messages on homepages. We wonder: Is Flash truly a killer app? Or is it a sales killer?

I’m not talking about the Flash site introduction pages, which fortunately have nearly disappeared. I am talking about an increasing number of small sites which are cycling images, changing messages, and sending offers across the screen — generally causing havoc among people trying to understand an often complex webpage.

This is not a tirade against Flash or JavaScript. It is an appeal for improved usability.

Problems with Scrolling Messages

Here are the problems caused by changing messages and scrolling offers:

Distraction. A large percentage of people, especially those with ADD (Attention Deficit Disorder), find them incredibly distracting. It is difficult to read — let alone comprehend — a webpage where dominant images continue to change and distract.The first rule to get conversions is: Convey your value proposition. Make clear what business you are in and why it is of benefit to the reader. But Flash often distracts viewers from understanding this essential message.Eyes are naturally attracted to motion and light. If your visitors don’t finish reading a paragraph, they won’t understand the value proposition. And unless they understand your value proposition, nothing will happen. Our user testing constantly reveals this pattern of distraction.
Disappearing messages. Some sites cycle images and messages a few times and then stop. However, once the cycling has stopped, it is impossible to go back and look at the messages. Visitors become frustrated when they can’t review them.
Ineffectiveness. Flash does not seem to increase the effectiveness of messaging. Flash images alone convey little beyond an attractive look and feel, but these displays often consume 10% to 30% of valuable homepage real estate.
Transitoriness. When we allow test users 8 to 10 seconds to view a homepage — and then hide the page — they rarely remember the content of the Flash messages. Far more often they are able to remember simple static headlines.
Trained avoidance. Our testing indicates that Flash is becoming like banner ads that people have trained themselves to ignore.

If you watched users get frustrated day in and day out with cycling images and messages, you might lose patience — as we often do — with sites that don’t spend the time to determine exactly the kind of impressions they generate. As you explore new and supposedly engaging website technologies, be sure to test them before fully implementing them on your site.