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What is the "five seconds rule" of web design?

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"Five seconds rule" is a web design theory which states that most users determine the potential value of a web site within 5 seconds from coming to the site. Accordingly, the most important information should be located in such a way that it is noticeable within the first 5 seconds. Alternatively, web design should be able to arouse enough interest during these 5 seconds, so that the user continues browsing the site.