First Impressions are Everything

If you think your website is just fine the way that it is, and it makes a great first impression read this to be sure.
It takes less than two-tenths of a second (that’s quicker than an actual blink of an eye) for a potential patient online to form a first opinion of your brand once they’ve perused your company’s website, according to researchers at the Missouri University of Science and Technology. And it takes just another 2.6 seconds for that viewer’s eyes to concentrate in a way that reinforces that first impression. The researchers found that specific sections attracted the most interest.
The seven sections that sparked the most interest are below:

  • The logo. Users spent about 6.48 seconds focused on this area before moving on.
  • The main navigation menu. Almost as popular as the logo, subjects spent an average of 6.44 seconds viewing the menu.
  • The search box, where users focused for just over 6 seconds.
  • Social networking links to sites such as Facebook and Twitter. Users spent about 5.95 seconds viewing these areas.
  • The site’s main image, where users’ eyes fixated for an average of 5.94 seconds.
  • The site’s written content, where users spent about 5.59 seconds.
  • The bottom of a website, where users spent about 5.25 seconds.

A customer’s first impression of you and your business used to be via the yellow pages. Their expectations were fairly low and they were never really able to form an impression about your business. The Internet has changed the potential customers “first impression” experience, and more importantly, it has changed their “first impression” expectations.
What does all this mean? You need a website. But not only do you need a website, you need a well-designed website. And not only does it have to look good, it needs to function perfectly. Along with looking and functioning great, it needs to show a visitor what they want to know without the need to search for it since the researchers found that on average, a visitor spent 20 seconds on a site. And most importantly, you site needs to leave a fabulous first impression.
If it’s been a while since you really looked at your website, take a look. What is your “first impression”?

What is an Ad Impression?

In simplest terms, an ad impression is an ad view and refers to the point at which an ad is viewed or displayed on a web page. The Interactive Advertising Bureau defines an ad impression as “a measurement of responses from an ad delivery system to an ad request from the user’s browser.”

An impression is an estimate of the number of people a particular ad is reaching, and may be counted in different ways. The number of impressions of an ad can be determined by the number of times the particular page is located and loaded, or, if the ad is randomly generated, then the number of impressions is the number of times the ad appears from the random generator. There are many different ways to count impressions, and there are also many discrepancies that can arise when counting impressions, but this does not mean impressions should be completely discounted.

Why are ad impressions important?

It’s important to track the number of ad impressions as one facet of judging whether an ad campaign is working or not. An effective campaign will have both a high number of ad impressions and a high conversion rate (how many people took the desired action of your ad). A high number of impressions is an integral part of an effective campaign, since how can your ad be effective if it’s not being seen? If an ad campaign is not garnering as many impressions as you predicted, you need to step back and think about why it is not being seen. Low ad impression rates show the particular advertisement may need to be re-evaluated and run again or cut from your marketing plan.

Ad impressions let you determine which of your ads are being seen the most, and thus have the most conversion potential. They are necessary for calculating Conversion per Impression and also to calculate Click Through Rate. While ad impressions are not the only metric you want to be using to determine the success of your ad campaigns, it is a great place to start.