Have you found that your bounce rate is high? Is your conversion rate low? Is your average time spent on site and pages/session low? If you’ve found that your website is underperforming, there could be a variety of reasons. A good place to start is considering the flow of your website. Understanding the user experience and optimizing the architecture of your website can make a big difference. Start to think about what the goal of the user is; What are you trying to get them to do? Is the end goal a purchase, filling out a contact form, or signing up for an email list? Keep this in mind as you reconstruct your web flow.
Focus on the Funnel
When designing your website, it’s important to create a funnel that leads potential customers to the end goal. Consider where they land on the website, the content that they see there, and where you want them to go next. Every step should lead them further towards the conversion. Remember that the simpler, the better.
Modern websites are transforming into a cleaner, sleeker look. In this case, sometimes less is more, especially when it comes to content. Keeping it simple by providing just the necessary information and enhancing it with visual content is key. Users can quickly become overwhelmed if there are too many words on a page. Short content that ends with a clear call-to-action typically converts better.
Keep it Above the Fold
Laying out your website to keep most of the content “above the fold” is beneficial. It’s always best to assume that users won’t scroll down. So any information that is crucial for them to see should be right at the top. Including the call-to-action in this top section will help with the conversion funnel.
When in doubt, using Google Analytics to guide you is helpful. See which pages users are landing on most often, and spend your time focusing on the improvement of these pages. Google Analytics has a section labeled “Users Flow” that breaks it down in-depth for you.
Contact Boston Web Marketing
Need assistance in improving the flow of your website? The SEO experts as Boston Web Marketing are here to help. We have a team of expert web designers and SEO specialists that will be glad to help. Fill out an online form or give us a call today to get started!