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Believe it or not (better believe), recent research suggests that people judge the appeal of a website in the blink of an eye (source: Microsoft Windows Magazine Mar 06). 50 milliseconds, and people make up their mind whether they like the website or not.

While this may sound superficial, it is not dissimilar to the thinking we have at Convertium. All websites, regardless whether they are one-off marketing tactics or CMS-driven content heavy portals, should create a very good first impression.

Of course, a Flash-based website would probably look, well, flashier, than a templated HTML CMS site. This does not mean that non-Flash or content-heavy website cannot have a “wow” factor. What it takes is a decent creative brief, and good information architecture planning, to identify creative opportunities for any type of website.

A question that is so important, but seldom asked, is what would make the target audience go “wow” after the first web page is loaded. The initial “wow” will translate into a self-motivated interest to further explore the website. If subsequent web pages and onsite interaction continue the initial good impression, you can be assured that your target audience would be positively cultivated in your favour.

On the other hand, if the first impression is less than positive, then every subsequent web page and second of user experience will have a mental hurdle to overcome.

You have 50 milliseconds to score points with your target audience. So, please do not stinge on good design – it makes the difference whether your audience clicks through or clicks away.