Research method
5 Second Test
We use a sample pool of target participants and analyse their responses to a series of questions after they look at a page for a limited time (typically 5 seconds). This helps us gather feedback on the copy, UI, clarity/motivation on next action etc. Five second tests allow us to gauge what information and impression users derive from a design within the initial five seconds of viewing the page. This helps us understand the effectiveness of the design and the messaging.
When to reach for it
The primary use case for a 5 second test is to gather insight into users very first impression of a page. This could be as part of research on landing page optimisation and / or acquisition research.
5 second testing could also be used as part of validation research. If you want to establish how a change to a page, such as a headline copy change, will change users first impressions.
5 second tests are best for gathering insights about copy and overall page design / messaging.
Strengths and limits
Pros
5 second testing is a quick and inexpensive way to gather insight into users first impressions of a page.
Cons
The nature of a 5 second test means there's only so much value you can gain. 5 seconds is not a long time, and it's likely the participant will only be able to answer 1 or 2 core questions.
5 second tests are conducted on screenshots / designs, meaning participants can't interact with functionality.
Practical considerations
Tools
There are many tools that provide 5 second tests as a service, including Usabilityhub and Maze.
Sample Size
Ideally, each test would have about 50 -100 participants to maintain the quality of insights. The number of participants can increase or decrease depending on the number of segments of users you are targeting (ex: mobile and desktop tests require at least 50 participants each).
Length
It is possible to increase the length of a 5 second test, e.g. to 10 or 15 seconds. In some cases it could be beneficial to slightly increase the length of time the participant sees the page for, to ensure they have adequate time to answer the follow up questions effectively.
Common tools
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