Five-second test

A five-second test shows people a page, usually its first screen, for five seconds, then asks what they remember: what the company does, who it's for and what they'd click.

Why it matters

It's a direct test of first-impression clarity. If people can't say what you do after five seconds, many real visitors won't either. It's quick and cheap, but it says little about trust, price or the rest of the page.

How to get it right

• Test the first screen only, at the size most visitors see.
• Ask open questions: what does this company do, who is it for?
• Recruit people who match your audience, not colleagues.
• Compare their answers with what you meant the page to say.

Common mistakes

• Testing with people who already know the product.
• Asking yes/no questions such as "Is this clear?"
• Drawing conclusions about the whole page from the first screen.