User navigation is the single most important aspect to get right when developing a website.
Without a clear path for visitors to follow, you can quickly frustrate your users and cause them to “bounce” away from the site; leaving them with a negative view of your brand.
By mapping out a user journey and where you would like the user to end (e.g. the purchase complete page), you will create a site that provides fluid experience for your users.
Like every good story structure, a user journey has a beginning, middle and an end.
The beginning however is the most crucial part, as visitors only give you 50 milliseconds to decide on whether or not they want to interact with your website.
Many factors go into the decision making process such as the websites’ design, speed, and content, but user navigation (or lack of) can influence whether a visitor stays on the site or leaves.
Search engines play a vital part in dictating where a user begins their journey on a given website, unless the users already knows about your brand they are likely to access your site via search engine results.
That is why a solid and easy to use navigation tool is important for a user, in order to allow them to move smoothly throughout a site and ultimately convert.
Google analytics is a vital tool which will allow you to understand the user path of any website,it can give you an idea of how the site structure could be changed to increase on-page conversions.
From the research you undertake on Google Analytics you can start to understand the user journey better; such as where users drop off and where users convert.
What To Do Next
User navigation is vital for the success of a website. Websites that are easy to navigate have a higher interactivity rate, lower bounce rate, and ultimately increased conversion rates.
Some of the main things you should look at in terms of helping to create a fluid user journey are;
Don’t make your visitors hunt for the navigation menu.
Make sure your site is easy to navigate and easy to use.
Make sure that at all stages in a user journey that the content is relevant to them and their needs.
Analyse your website structure, is there any way to make the process more efficient for the user?
Make sure the user is never questioning where to go next. Provide CTA’s and navigate them there.
By creating a good website which provides a fluid user journey, you will see key KPI’s such as bounce rate, exit rate and conversion rate significantly improve.
If you have an existing website then it is worth having a website review with our client support team, so you can ensure that your website is selling you in the best way possible.
If you would like to find out more then please contact Sam Fish on 0845 456 1022, alternatively why not contact us online?
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