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Does your website pass the '8 Second Test'?

2nd April 2015

So, you have a website you are proud of. You have considered SEO. You have analytics. It's even mobile friendly, BUT...

Does it pass the '8 Second Test'?!

It is the ONE thing that almost all website owners don't know about, designers don't consider and programmers have no idea what it is. But it is probably THE most important factor - and yet is so simple to consider and implement.

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What is the '8 Second Test'?

There a number of factors that will improve a 'surfer's' experience on your website, but put simply, your website MUST pass the '8 Second Test'...

The '8 - Second Test'? Let us explain...

Ask ANY marketeer, marketing, advertising or sales expert - or more importantly those that have a PROVEN track record in online marketing - and they will tell you the same thing: if your website fails the 8 second test, then it is failing your business.

Well respected marketing experts like Jonathon Jay, Chris Cardell, Simon Mackay, Digital Lighthouse, Nick Bell, Amy Porterfield and even SEO gurus like SEOMoz, UsabilityHub and even Google themselves will all say that your website is all about one person... and that's NOT you!

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Believe it or not, unless a surfer (a surfer is the term given to someone using the internet; ie 'surfing the 'net!') has been directed for your site specifically, they will only stay on your site 8 seconds before deciding if they will leave.

This is known as the 'bounce rate'.

Most websites have a 'bounce rate' of 99%! Yes, that is correct 99%! So just 1 % of surfers will stay on your site! And this decision to 'bounce' away from your site is made in just 8 seconds... hence the name '8 Second Test!

So what can be done to improve your 'bounce rate' and help users (our pupils) engage with us better?

3 Secrets to a great website...

Any successful website is all about the end user's experience; in our industry that is the potential pupil. Give them what they want and quickly, and your website has done its job.

Web experts such as 'Google', 'SEOMoz' and 'UsabilityHub' say your website MUST have/do at least these 3 things to improve user interaction:

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1: Include Great Content

You may have never looked at a website aimed at 15-20 year olds, but your customers have.

The modern website is no longer 'lists of information', it is a 'Hub' of all of your information; a collection of all of your web presence content and social proof of what you do.

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Every time YOUR pupils use YOUR apps, the post about you... Every time YOUR pupils use YOUR apps, the post about you...

You may not like this, but to list your qualifications, experience or anything else about you at this point will get the reaction - 'so what'! REMEMBER you have just 8 seconds!

Your website must appeal with relevant and useful content! Once they have decided they like your site, or are a repeat visitor, then they can choose to view that information on an 'About Me' page perhaps...

So add DVSA videos, testimonials, 'How To' videos etc... stuff they would WANT or NEED to see or read!

Remember one simple saying... 'What's in it for me?'. Think about why the potential pupil is there and what they might want - THEY are the most important factor - not you.

Every time YOUR pupils use YOUR apps, the post about you...Every time YOUR pupils use YOUR apps, the post about you...Every time YOUR pupils use YOUR apps, the post about you...Every time YOUR pupils use YOUR apps, the post about you...Free Road Signs Quiz App to Help You Pass Your Theory and Driving Test to download today


2: Ease of Use

Have you ever gone to a website and found it hard to read or difficult to actually find anything you want?

Unfortunately, many ADI's websites fall into this category!

Keep thinking - '8 Seconds' as that is all you have to make an impression!

Companies like Apple, BT, SKY and 'SyCo' (Simon Cowell's company that owns 'The X Factor') and Sony Music, spend millions on website development and design - so look at what they do and implement it!

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Every time YOUR pupils use YOUR apps, the post about you...

If we look at the 'Little Mix' website above, It is broken down into simple 'boxes' like 'News', 'Newsletter' and 'Videos which attracts the eye to the headlines.

The design works on all devices- not a 'web version' but the 'complete' site, with a considered design so that none of the look or function is compromised.

Now, you may not have the desire or budget to create something on this scale, but consider ease of navigation for the user.

If you only have 8 seconds to help the user find what they are looking for, help them find it!

Use simple, bold headings and an obvious navigation bar.

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3: THE MOST IMPORTANT!!!


Give something for FREE!



If you speak to ANY web marketing company, expert, speaker or adviser they will tell you one thing that YOU MUST BE DOING - give your web visitors a reason to make contact with you!

When we implemented a free starter pack to our ADI training enquiries, we QUADRUPLED our enquiry rate. This is turn doubled our engagement rate and our conversion rate.

Free Road Signs Quiz App to Help You Pass Your Theory and Driving Test to download today
Free Road Signs Quiz App to Help You Pass Your Theory and Driving Test to download todayEvery time YOUR pupils use YOUR apps, the post about you...

No-one will buy a driving lesson from you on the very first visit if they are simply 'surfing' or have stumbled upon your site.

No-one - and that is a fact.

But you need to ask yourself, why is the 'surfer there in the first place'? Because they want to pass their driving test! So help them do that!

Every time YOUR pupils use YOUR apps, the post about you...Free Road Signs Quiz App to Help You Pass Your Theory and Driving Test to download today
Every time YOUR pupils use YOUR apps, the post about you...Every time YOUR pupils use YOUR apps, the post about you... Every time YOUR pupils use YOUR apps, the post about you...Every time YOUR pupils use YOUR apps, the post about you...

But that process they are about to start is fraught with questions and concerns, so if you can give them something, something useful, something that will help them - like a free theory and hazard course and app - then the 'surfer' is more than twice as likely to leave their details in return for this freebie and be open to engage in the 'sales relationship' with you.

By having a button for a free Theory and Hazard online course and app on your site, the '8 second test' is passed. So even if the website is terrible and the user does nothing else, they have left their details.

And even though we have proved this numerous times (with our ADI training business and with our app - since June 2014, our apps have helped generate over £4 MILLION of business for ADIs) this isn't just us telling you this, just look at any marketing expert like the ones anmed above and they will all tell you the same: people will engage for a useful freebie - FACT!

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Download your FREE 3D Driving Lessons App

Are your pupils using the FREE Theory & Hazard online course and app yet?


With CGI hazard clips, unlimited theory study, practise and mocks, Official DVSA help and how to videos, see for yourself why this is the No. 1 theory product for your pupils.

Press play to see our TV advert:

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Want to learn more about the app?

Take a look at the FREE Theory & Hazard app:



Want to add a button to your website and double your enquiry rate too?

Take a look at the ADI tools:

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  • * based on sample group of pupils June 2014-December 2014 | App requires minimum iOS 7 / Andorid 4.1 and latest version of browser installed.
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