Your Customer’s Online Experience Could Be Over After Just Eight Seconds

Your Customer’s Online Experience Could Be Over After Just Eight Seconds


According to Microsoft, the average human attention span is eight seconds, 33.3% less compared to the twelve seconds in the year 20001. Smartphones and mobile devices contribute to this phenomenon, creating greater demand for easy and convenient online communication and services.


When a potential client stays on a page for longer than 30 seconds they are more likely to spend 2 minutes or more on the site. This also increases the chances of returning to the site at a later stage. The big question is, how does a leading online service like retain a customer’s attention, create a relationship and maintain it?


“Customers want to have control of their decisions, participate in activities and quickly get the message that is being translated to them. In order for online services to retain consumer attention long enough, they need to provide them with a site that has clear messaging and easy navigation through the various sections, all underpinned by a compelling value proposition to the customer. In our case, consumers could save hundreds of Rands per month* by comparing from different insurance providers and easily find the right insurance to buy,” said Derek Wilson, Head of


Here are some of the tactics used by website analysts to retain consumer attention.


  • Visual information. People are likely to remember 10% of the information they read three days later, whereas 65% is remembered when it is paired with relevant images/visuals2.
  • Web design and development. 40% of visitors will exit the site if it takes longer than 3 seconds to load3. Websites also have to be mobile device friendly and have an easy to remember website address.
  • Filter applications. They allow the consumer to customise information and simplify the search process.
  • Interactivity. Websites that have interactive features (for example audio, video, or scroll events) can keep site visitors entertained and lingering for longer4.
  • Create an excellent online customer service experience. According to research5, 47% of customers could take their business to a competitor within a day of experiencing bad service. 


In the case of, building a loved brand also goes a long way to improve customers’ propensity to use the service frequently.




Established in 2007, is South Africa’s leading comparison website that helps consumers save money by comparing a range of South African providers across financial products such as Car Insurance, Household Insurance, Life Insurance, Medical Aid and more. is free to use and saves consumers the time and hassle of shopping around for the best deal since the website instantly retrieves real-time quotes from the different providers using the latest Internet technology. One in two people could save hundreds of Rands per month* on their Car Insurance alone by using to compare before they buy or switch to a new provider. makes money by simply charging its partners a fee when a customer chooses to find out more about their products. The results consumers see, and the order in which they are presented, are in no way influenced by the fee charges its partners or any other factors other than the price of the product being compared. 


For more information, visit us on, connect with on LinkedIn,, like us on Facebook,, and follow us on Twitter @Hippo_co_za and YouTube,


Hippo Comparative Services (Pty) Ltd is an authorised financial services provider (FSP number: 16357).

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*Based on 2015 independent market research conducted by Kaufman Levin Associates.






Issued By:   

Engage Joe Public

Sharney Nel

Account Director

Tel: +27 10 591 7770          

Cell: +27 78 180 9674

E-mail: [email protected]

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