Why ‘Hovering Over The Back Button?’

I started using this phrase around 2008, in various presentations and articles I was writing to describe the challenge of web engagement.

Call it web engagement or customer experience,  especially when you talk to marketers, it is about getting consent.

A rare commodity that indicates the point at which your audience is willing to listen, be educated, persuaded or even sold to. When a visitor lands on your website, they have visitor sought you out, maybe sifted through a billion Google search results and as they arrive they are engaged, ready to listen or maybe trying to get something done. They have given their consent for you to talk to them.

The challenge is that the opportunity to engage this visitor is extremely brief – some say it’s as short as 5 seconds.

We all land on a page from a list of Google results and make a very quick decision about whether this site is going to help us achieve our goal or if we go back to the search results and try someone else.

There is no barrier for them to leave – as they hover over the back button.

This blog is about how we might keep them around for a little longer.