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Web Users Judge Sites Instantly

Ant writes "This Nature.com news article reports that potential readers can make snap decisions in just 50 milliseconds: 'Like the look of our website? Whatever the answer, the chances are you made your mind up within the first twentieth of a second. A study by researchers in Canada has shown that the snap decisions Internet users make about the quality of a web page have a lasting impact on their opinions...'"

14 of 223 comments (clear)

  1. Navigations and ads by AuMatar · · Score: 5, Insightful

    I think these are the two big determiners- if the first thing I see are 20 banner ads, I'm looking elsewhere. If I can't easily see how to get to the data I want, I'm looking elsewhere. These are easy to tell very quickly (ads on 1 glance, navigation by looking for a left column or top navigation bar). Most sites that have people leave that quickly fail one of these 2 tests, I think.

    --
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    1. Re:Navigations and ads by bit01 · · Score: 5, Insightful

      Another big determiner for me, on major sites anyway, is time-to-load. I'll frequently abort a page before it's even finished if I'm not reading something else.

      A long time-to-load probably means a badly configured server, or graphics heavy and often content free site. If a graphics rich site like BBC news can get it right, why can't anybody else?

      Incidentally, 50ms can't be right - very few web sites take less than that to load.

      ---

      Open source software is everything that closed source software is. Plus the source is available and copyable.

  2. Firefox contributes to the effect by saskboy · · Score: 4, Insightful

    "Firefox prevented this site from opening a popup window."

    Whenever I see that on a website, right there I think to myself, "This is an annoying, and/or low quality website with suspect information on it."

    --
    Saskboy's blog is good. 9 out of 10 dentists agree.
  3. Looks like someone's been reading... by Errandboy+of+Doom · · Score: 3, Insightful

    Blink by Malcolm Gladwell.

  4. Maybe when you are just surfing around by Saint37 · · Score: 2, Insightful

    50 ms? This may be the case when you are just surfing around for entertainment, but I think that if you have a purpose and you are looking for some specific information, you will probably read at least a line or two. So, I guess it depends who your site is targeted to. If your site exists for the purpose of entertainment, then it better look good.

    http://www.stockmarketgarden.com/

  5. "good" ads, navigation and easy on eyes... by Pecisk · · Score: 2, Insightful

    ...are my requirements. Ads should be well integrated in site, if I will have a interest, banner will earn a click from me anyway. Navigation should be easy to spot on - I usually check in five secs to see if site contains ANY information I need. If it doesn't, well, maybe I will return later. Maybe not.

    And last, but certainly not least point is that site should be easy on eyes - no eye-bleeding content, no flashing (good looking moving objects are just fine), good balance. I personally think that it is one of main points why Google rocks [tm].

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  6. Agreed about this by Jugalator · · Score: 2, Insightful

    It's too bad many companies still don't understand that more important to know how to find ad affiliaties and where to show the ads is where to not show the ads, and which style of ads to pick. I can imagine them needing ads, sure, but although both these sites cover e.g. Computer RPG news and reviews, there's a difference between using IGN.com and RPGDot to get them. I couldn't even see much but ads on the entire front page of IGN.

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    Beware: In C++, your friends can see your privates!
  7. Customer Satisfaction by Skudd · · Score: 2, Insightful

    I've heard it from instructors, read it in books, and seen it in action (but not actually measured it): Customers gather their first impression of your business by the cleanliness and order of your establishment, the appearance of the staff, and the general atmosphere surrounding it, all in 0.3 seconds. Yes, first impressions are made in 0.3 seconds.

    It's something that's pushed relatively hard in business classes, management seminars, etc., and can mean the difference between high customer turnout or your business being shut down. It's really no surprise that such a report as the topic at hand has come to light. Websites are the storefront of today, and even if you're not explicitly selling any product or service, you're "selling" your site to your visitors, hoping that they will "buy" it and spread the word, and come back for a return visit.

  8. Dialup Users? by Anonymous Coward · · Score: 2, Insightful

    As a dialup user. I often have 60 seconds or more to look at parts of the page before it loads completely, so if I decide I dislike it in x number of millisconds, it is partly a result of staring at it while it loads for over a minute, and perhaps disgust at the slow loading time.
      Many sites don't even get fully loaded, since I leave them in disgust because they are taking forever to load because they have to much crap to load on the page.
      Also, any site that refuses to load unless I use flash or IE gets dumped without having ever been seen by me.

  9. Re:Wrong word choice by Haeleth · · Score: 2, Insightful

    Well done, you know the difference between racism and prejudice.

    Now see if you can work out the difference between racism and what the poster you're replying to actually wrote, which is "like racism". Go on, have a guess. Even if you take a random stab at it, you've got a 50-50 chance of spotting the key word that you apparently failed to notice when you decided to try to make yourself look smart by "correcting" a perfectly correct post.

  10. Re:Oh Dear by Eivind · · Score: 2, Insightful
    I agree. Looking at something for 50 milliseconds, and then judging does not imply that we judge in 50 milliseconds.

    That claim is as stupid as blinking someone '15*31' for 100ms, and then, when the person is (eventually!) able to say what that is, claim the person does multiplication in his head in 100ms, he does nothing of the sort.

  11. Re:That's Crap by locoluis · · Score: 2, Insightful

    I thought it was "employers decide whether you're worth their time at all in 50ms"...

  12. Re:Duh by a_nonamiss · · Score: 2, Insightful

    Don't mean to be a poop, but if I type teh, it is a typo, not a spelling error. I know that there are people that do it on purpose, but you can't systematically write someone off as stupid because their left hand is slightly faster than their right hand...

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    -Arthur
    Cave ne ante ullas catapultas ambules
  13. I'm not sure what I like by n6kuy · · Score: 2, Insightful

    .. but I know what I don't like when I see it!

    Stuff like Flash index pages with "mystery-meat" buttons that don't tell you what they do until you mouse-over them (but first you gotta guess where the buttons are).

    Also front pages that are cluttered with so much stuff that it's hard to loacte the items of interest.

    I hope by know that most web professional developers have realized that flashing text and animated graphics are just plain annoying.

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