Hi everybody and firstly apologies for the absence of any posts on the blog last week. Unfortunately I got struck down with the flu bug that's going around and was layed up in bed all week. I'm back now though and raring to go!!!!
Hopefully my time off from the blog has given you adequate time to consider the first two posts in the series.
On this post we're going to cover the planned progression of your site. In Part 1 we covered having a goal for your website and this lesson leads on from that on how we can lead our visitors into the desired outcome.
This may sound very complicated to some of you but it is something which goes on all the time, any high street shop you visit will have a carefully planned layout which is designed to squeeze the most money out of you - sweets at the counter ring a bell, do you think they're there because a series of shoppers thought it would be a good idea?!?!?!
As an example for this I'm going to use an Invitation company who has a site which enables customers to order online.
What is the goal for this site? Clearly if your site has an online store then your goal is to make a sale of a particular product or service so therefore we're looking to make it as easy as possible for the visitor to make their way through to the checkout and make a payment.
The best sites will minimise the number of steps to get to this outcome and will remove any potential barriers which could prompt a visitor to leave the site. What could these barriers be? Hard to find products, unclear layouts, not knowing what to do are all fairly major barriers which will more likely than not see your visitor find a site which they can use.
Don't think that I'm being picky on this, I worked with a company not so long ago who had a pretty good site and were experiencing fairly steady sales. They wanted to spend a lot of money making their site more visible through SEO and Adwords campaigns. I always like to make sure that things are working the way they should before I take on any project so I took a look at their site analytics. What it showed was that they were losing a massive 50% of their funnel traffic at a particular page everytime!!! By looking at this page and pinpointing the problem we were able to almost double their sales!!!
Do you think there are any bottlenecks on your site? If not I'd recommend that you ask a third party to have a look for you as its amazing how easy things are when you know what you're doing!!!
Until next time.
Edward
Subscribe to:
Post Comments (Atom)
0 comments:
Post a Comment