Why PRFL?
The simple route often wins.
People decide quickly. Most online time is now spent on a phone. PRFL is designed around both.
The first 10 seconds can decide whether someone stays.
Nielsen Norman Group
Of UK adults’ measured online time is spent on smartphones.
Ofcom, Online Nation 2025
01 · Attention
The first 10 seconds matter.
Nielsen Norman Group found that people often leave web pages within 10 to 20 seconds. The first 10 seconds are critical.
PRFL puts the useful information first.
02 · Mobile use
Most online time is now on a smartphone.
Ofcom reports that 77% of UK adults’ measured online time is spent on smartphones. Almost one in five online adults use only a smartphone.
That makes mobile clarity important. PRFL is designed to be understood quickly on a small screen.
03 · Choice
Do not make people search for the answer.
Research on choice shows that more alternatives can increase the time needed to respond.
PRFL keeps services, areas, proof and contact details easy to find in one place.
Proctor and Schneider, Hick’s law for choice reaction time: A review
04 · One clear destination
Different routes. One clear destination.
Search, social, recommendations, your van, a QR or a direct link can all lead to the same Profile.
