Have you ever wondered how people experience your website? If you have, you are not alone. Website user experience (UX) and user interface (UI) are focal points in judging how effective websites are. So much depends on a website’s design (or eventual facelift) and look that we scrutinize them in every aspect.
One way to assess website design is by a website’s visitor content flow. Visitor content flow describes the navigation layout of your website. Website visitors can follow particular paths by clicking on various menus, pages, and links, before leaving. Designing these paths optimally is the key to attracting visitors to your website.
Good visitor content flow helps website visitors find what they are looking for. If visitors cannot find what they are looking for, they leave. It sounds simple, but it is hard to achieve ideal visitor content flow. Website visitors can be put off by the smallest inconveniences, like not finding a particular menu where they expect to find it. So it’s important to structure your visitor content flow in the most intuitive way possible.
With so much competition on the internet, you need to make sure your website’s visitor content flow is top notch. Otherwise, you will push potential customers to your competitors. Visitors who don’t understand how to navigate a website opt for one with a more intuitive navigation. They can afford to give up easily because competitor websites are just a click away.
To start optimizing your website’s content flow, you must analyze your website’s user flow.
User flow is how users navigate your website. It is the steps they take through menus, pages, and links, whether it leads them to purchasing a product or leaving the website all together. Understanding user flow is the first step to optimizing your visitor content flow.
To access user flow data, you must use a web analytics tool. Popular web analytics tools include Google Analytics and Adobe Analytics.
Google Analytics Visitor Behavior Flow Report
No matter which web analytics tools you use, you will be able to access user flow reports that give you insight into website user surfing behavior. Audit your website regularly to keep a pulse on how visitors navigate through your website. This tells you not only about your website’s visitors but about how good it’s content flow is.
To get the most out of user flow data, pay attention to the following:
With all this user flow information available at your fingertips, you are off to a good start. Here are some final practical tips for testing insights gained from user flow data:
Now that you know how to access and analyze user flow data to your advantage, you are ready to design your visitor content flow. You can never be too precise when it comes to visitor content flow, but here are some general guidelines to move you in the right direction:
The benefits to improving your visitor content flow are obvious.
For one, your website will be more attractive to the first-time visitor. Making a good first impression is essential on the internet. If your website’s content flow is inconvenient in the slightest, visitors know they can look elsewhere. Make the user experience (UX) a breeze and visitors are bound to stay.
Good visitor content flow reduces leaks in your sales funnel. Not every website visitor will become a customer, but you can at least ensure you don’t lose potential customers to poor website design. When it comes to content flow, find out where the funnel is leaky and fix the holes.
Finally, good content flow helps your brand and public image. You want your website to communicate a professional, capable, and intuitive design, so visitors trust it. If they don’t know how to navigate your website, they won’t trust your product.
Does your website content flow need a makeover? Maybe you have a great product, but you aren’t seeing the website conversions you expect. Then it may be time to apply the guidelines laid out above.
If you find yourself without the know-how or ability to implement the required website design revisions, consider outsourcing the User Interface (UI) design to an expert. Dev.co prides itself in designing websites that deliver optimal site ROI. We can help you eliminate barriers to conversion, deliver a branded online experience, and create clear calls to action (CTAs).
Whatever your UX/UI design needs, Dev.co is here to help. Optimize your visitor content flow by contacting us today to get started.
Ryan is the VP of Operations for DEV.co. He brings over a decade of experience in managing custom website and software development projects for clients small and large, managing internal and external teams on meeting and exceeding client expectations–delivering projects on-time and within budget requirements. Ryan is based in El Paso, Texas.