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Imagine that you were
watching TV last night and you
saw your favourite actress and
you typed her name into your iPad to find out
how old she is. And you
press on her website, and nothing happened. And you waited.
How long will you
wait, before you press the back button on the iPad?
Think about it. 1, 2..
(starts whistling)..how many seconds
would you wait before you press the back button
on the browser because the webpage is too slow.
Put your hands up if you press the back button
in less than 10 seconds. Okay, I want to see.
Put your hands up if you press the back button
in less that 5 seconds. My friends,
you have shown me this: in
Bulgaria today 95 percent
of all your customers on the web
will be lost in 5 seconds.
5 seconds is like a million
years today. Why
does this matter? Because in 3 seconds
you became irritated. In 4 seconds
you're beginning to get annoyed.
In 5 seconds you're saying 'I'm out'.
5 seconds is enough
to create an emotion in a customer.
Look. Next question: In your store
how long does it take to process a transaction? How long
does it take to buy something online. How long
does it take to find the customer
representative. 5 seconds is like
a million years as you have shown me. So, big trend
is convenience stores. Stores that
are open all night. Every hour
of every day. Small stores. Because Small
is fast. Because Small is
close to my home. Small is quick to serve
Small is instant choice. Small
takes my life and gives it back to me. Here is another example of this
which is in the online world.
If you can find a way to speed up
the customer journey through your website
by 10 seconds, you gain extra customers.
Just a single field can be enough.