Design Every Web Page for a Desired Outcome
Understanding customer journeys is a critical component of web design. It’s vital for ecommerce sites attempting to guide visitors to a sale.
A customer journey can be straightforward or complex. Remember that every page counts, and every page should have a goal.
In this post, I’ll address how customer journeys and desired outcomes impact the design of an ecommerce site. Customer Stages
Consider where visitors first land on your website and focus on steering them to the next desired action.
Take it a step further and recognize where visitors start their journey. Are most coming from social media? Organic search? Perhaps it’s from email campaigns, affiliate referrals, or even advertising.
Regardless, what are the landing pages for each of those sources?
Knowing where your website sits in the journey (and mindset) of target consumers will help decide its design and content. Approach every page as a mini-journey — a chapter in a book — guiding visitors to the ultimate outcome. Recognizing where visitors start their journey is key for decisions on design and content. This Instagram ad from retailer Love Fitness Apparel links to that company’s ecommerce site. Page Outcomes
Focus on what you want a page to achieve — its call to action or next step. Some pages, such as products and categories, have similar outcomes.Even post-purchase pages should lead visitors to the next yes. Merchants frequently overlook confirmation pages resulting in dead-ends for visitors.But purchasing a product is not the end of the journey .Ditto for a newsletter confirmation page. If she is willing to provide her email address, what else would a visitor say yes to after subscribing? Perhaps a product discount?At a minimum, confirmation pages are excellent opportunities to invite those visitors to follow you on social media, join your loyalty program, or submit a rating and review.Even a contact […]
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