Posted on 16-02-2016
‘Can I have your attention for a moment? 8 seconds, tops!’
We’re not looking to offend anyone, but you have an attention span shorter than a gold-fish! At least, that’s what this Microsoft study shows. It says that the attention span of a person in the year 2000 was 12 seconds. In 2013 it was down to 8 seconds, 1 second less than a gold-fish! What would it be now?
In marketing, ‘attention’ is now more important than ever. The social network Snapchat is a good example of that. When you receive a video or picture, it is only visible for 10 seconds, and then it’s gone. Forever. That's why Instagram and Facebook have copied that technique as well! You bet those messages will get your attention. In marketing fitness clubs and studios, we see in our benchmark that 76% of leads respond during their very first visit to the website.
This is not a political statement. But just an observation. Make your fitness website great again! And make America and every other country in the world fit and healthy again.
Ever since Hidden profits Marketing was founded in 2004, we have made some remarkable discoveries. Among others, we see that mobile website visitors (on tablet and smartphone) are less responsive to text-oriented websites. But react better to a specific mix of text and image-oriented pages. That's why our clients use lead generating landing pages that are mostly visual and less text. So less information triggers better than more information.
And what the extremely noticeable (and, according to some, ‘ugly’) buttons that many of our clients' websites have, proof: online, the attention span might be even shorter than 8 seconds. People instantly want to see what they have to do. If your #1 goal is to attract new leads for your gym or studio than that is what should be visible in these threshold lowering buttons. Fitness websites without these ‘ugly’ buttons give significantly lower results.
Did you, as a fitness entrepreneur or professional, have the attention span to read this entire article? Congratulations! Receive more Free Fitness Marketing Tips from the experts.
Update May 2020: The principles in this blog are used in our now 850+ fitness clubs, gyms, PT studios and Boutique Clubs in 12 coun...Read more
In the current situation, gyms, studios, and clubs have to close down temporarily, people are advised to stay at home, so the question (a...Read more