“From research done at Microsoft by Chao Liu, Ryen W. White, and Susan Dumais, we know that if users don’t see or understand the value of a web page within ten seconds, they’ll leave. That’s because users know that they will easily be able to find whatever it is that they need somewhere else. Ten seconds is all we get to make a first impression and convince people to stay.”

— Universal Principles of UX: 100 Timeless Strategies to Create Positive Interactions between People and Technology (Rockport Universal) by Irene Pereyra a.co/0t7WqnO