Like a real-life elevator pitch, you need to make a good impression quickly for these short visits. A user that spends twenty minutes on a site may excuse a slow page load. On short visits, a single slow-loading page sticks out.
Much of our work is focused on making visits to Scout more efficient. One example: for a long time, our homepage didn’t have a login link. We didn’t think this was important as many of our customers bookmark their account url. However, we saw a couple of cancellations that mentioned the problem with this: if you forgot your account url, it’s a pain to dig back through your email inbox and find it. Taking one minute to remember how to login for a two minute visit is painful.
We added the login link: 30% of logins now start on our homepage.
Reviewing your site’s visit length data is a great reality check. Is your next big feature going to make life easier or more confusing for elevator pitch visits?