Where does real web engagement happen?
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While the screenshot rule states that the majority of engagement occurs within the initial load screen, the truth of the matter is that 92% of the time, people navigate through the main menu.
Everyone agrees that it is important to have a contextual and appealing front page and website, the stats state that the most important piece of the puzzle is a main menu that gives your audience exactly what they are looking for.
As Social Media Ninja Alejandro Reyes pointed out last week in his share from Quick Sprout, having the right setup for front page success is critically important. According to them, the screenshot rule of engagement is more like 80% of the time, but that’s not the key here to zero in on: it’s that 55% of people spend less than 15 seconds on a single site. That means you have to hook them, and hook them fast!
All of this points to a dialed-down main menu that gives your audience exactly what they want, without overwhelming them with options. Because we have access to hundreds of church analytics dashboards, we have the numbers and are giving you the top menu items people are looking for.
Here is what people are looking for, in order:
- About Page
- Team or Staff Page
- Contact Page
- Service Times and Locations
- Children’s Ministry
Surprised? A lot of people are, so you are not alone.
But it also tells a story. It lets you know that people are coming to your website to consume information, so they can make a decision to visit you in person. We often say that people will date you online before they ever step food into your church. The numbers say it too.
We get it – your young adults pastor wants a flashy front page; everyone does. But the data doesn’t lie: it’s not needed, and it’s not even wanted. Simplicity rules the day.
So clean up that front page. Get it to load fast. And give them these top five menu options. If you do, then you will be well on your way to having a more engaged audience.
Take these tips on the road with you and download our new ebook, Church Website Best Practices: Seven Steps to Improving Your Online Presence.