Attention Span Is Only 8 Seconds
The average attention span of a human is 8 seconds. Yes, you read that correctly.
In comparison, a goldfish has an attention span of 9 seconds!
This means you need to reduce any and all "friction" that prevents your potential customer from finding what they need.
Is your website or email clearly visible and on every page?
Is there an attractive Call To Action (CTA) on every page, pushing the user into your funnel?