It’s clear from the chart that the first 10 seconds of the page visit are critical for users’ decision to stay or leave. The probability of leaving is  very high during these first few seconds because users are extremely  skeptical, having suffered countless poorly designed Web pages in the  past. People know that most Web pages are useless, and they behave  accordingly to avoid wasting more time than absolutely necessary on bad  pages.
If the Web page survives this first  —  extremely harsh  —  10-second  judgment, users will look around a bit. However, they’re still highly  likely to leave during the subsequent 20 seconds of their visit. Only  after people have stayed on a page for about 30 seconds does the curve  become relatively flat. People continue to leave every second, but at a  much slower rate than during the first 30 seconds.
So, if you can convince users to stay on your page for half a minute,  there’s a fair chance that they’ll say much longer — often 2 minutes or  more, which is an eternity on the Web.

[Jakob Nielsen]

It’s clear from the chart that the first 10 seconds of the page visit are critical for users’ decision to stay or leave. The probability of leaving is very high during these first few seconds because users are extremely skeptical, having suffered countless poorly designed Web pages in the past. People know that most Web pages are useless, and they behave accordingly to avoid wasting more time than absolutely necessary on bad pages.

If the Web page survives this first β€” extremely harsh β€” 10-second judgment, users will look around a bit. However, they’re still highly likely to leave during the subsequent 20 seconds of their visit. Only after people have stayed on a page for about 30 seconds does the curve become relatively flat. People continue to leave every second, but at a much slower rate than during the first 30 seconds.

So, if you can convince users to stay on your page for half a minute, there’s a fair chance that they’ll say much longer β€” often 2 minutes or more, which is an eternity on the Web.

[Jakob Nielsen]

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  1. aakruse posted this