Web Development

Clarity Trumps Persuasion

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Executive Summary

If you're like most online marketers, you invest significant time and resources in your website's order path, forms, shopping cart, infrastructure, and many other features that are deeper down in the funnel. But, if you don't command your visitors' attention long enough to get them that deep into your website, all of these investments are for naught. While marketers invest the majority of their time and budgets on the back end, Marketing Experiments research has found that most of the gain from optimizing a website occurs in the first seven seconds of users' experience. Millions of dollars are won or lost in these first few moments a visitor spends on your site.

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