Importance of User Experience and the Need of Funnel Optimization
User experience (UX) completely refers to the overall experience of any visitor who visits your site, this means that it does not only depends on the looks of your website, but it also includes how easily visitors can navigate in your eCommerce website, how simple it is to use, how fast it is, and how easily visitors complete whatever action they were trying to perform. The importance of user experience cannot be ignored in case of funnel optimization. It is important to carefully decide upon the user experience of your site, so that you can make sure that the visitors stay on and keep moving through the funnel. You need to give enough information and options at each step so as to have ultimate user experience.
During funnel optimization, you need to focus on the following main two aspects of UX:
1. You need to reduce the friction caused due to waste clicks, false starts, excess pages, landing to the wrong page, and slow page load that causes users to give up.
2. Need of reducing cognitive overhead—that creates doubts while taking decision in the user’s mind, leading them to think whether to convert or not.
It is always good to design your project after considering the objectives of your business and users both. Based on these objectives, design the flow that will achieve the goals of both parties. Along with having knowledge of user objectives, it is also very important to have the account of the different traffic sources and the levels of knowledge and engagement happening in your user base. You must map all these things based on the in-bound user flows to conversion funnels so as to provide value to the users without neglecting your business objectives.
When mapping the user flows it is always good to start from the point where the users are first exposed to your site as this is the flow that impacts most of the users.
• User clicks into your online shopping portal from any banner ads or Google Ad Word known as Paid Advertising.
• User finds your site through some friend’s post on social networking site.
• User clicks into your site from a link after doing a search known as Organic Search.
• User finds you being mentioned in some news or blog post and visits your site.
In all such cases, user is coming with his or her own requirements, expectations, and knowledge, so this needs to be considered accordingly.
Let us take the case of paid advertising and discuss the user flow from first exposure till conversion.
It starts with the banner, which has only one goal that is to achieve a click from the right person.
Designing such a banner depends upon the following:
• What type of user you are targeting?
• Are they actively seeking what you offer, or are they simply browsing?
• What are the issues that they are trying to solve?
• How can you best capture user’s attention?
• Is there a message that will have a boom effect on the user?
• How can you best convey your solution clearly and quickly?
• What convincing calls to action will make target user to click?
Analyze the data compiled through analytics, user surveys, and user testing to make sure your ads speak to your users, along with including a great hook.
Such an ad will fulfill most of the main objective, making user to click and enter the landing page. This is where the user flow really begins. There are cases when the user comes from a low-information source. Due to this you need to fills all the gaps of information by providing the data that visitors generally need to feel comfortable while giving you their email address etc. during conversion.
• Let them be aware of the benefits they will have after conversion and support them with some proof points.
• Organize your content accordingly and design to support your call to action rather than distracting users with the contents.
• Remove all points of doubt at every step by asking as little as possible from them. Remember that the minimum amount of information sought and load time, the more number of clicks.
• Use a hooking headline that creates a sense of eagerness in the user that will propel them through the last registration step.
It’s important to understand that converting every visitor is not possible, focus on designing the user flow that focuses on the right visitor. Further, even after the visitor converts, the UX must be so easy so as to make them tell their friends about their great experience, driving new users.
Wait till our next blog on how to design a killer landing page.
[We are Connecting Dots, a full service eCommerce solutions company. At Connecting Dots, we help companies build great online businesses, we are Magento implementation partners and build great eCommerce portals]