Website Flow

How to Design User Flow

User flow is the path a user follows through your website interface to complete a task—make a reservation, purchase a product, subscribe to something. It’s also called a user journey.

And it has a massive impact on conversions.

To maximize your conversions, you have to get the user flow right on your site. Do it by building a user flow that matches user’s needs.

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ecommerce checkout flow in google analytics

Your ecommerce checkout flow is where the money is at. Think about it. Random visitors leave the site before ever entering the checkout funnel. Motivated buyers come here to finish their order.

Any small design improvement in your checkout UX usually has a direct impact on how much money your site makes.

An ecommerce site that I analyzed recently had a payment page in which 84.7% of the traffic proceeded to buy. I calculated that if we could increase that to 90%, it would result in 461 more orders and an additional $87,175 per month—23.9% revenue growth. “Small” gains can be huge.

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Convert More Visitors By Improving Your Internal Site Search

According to eConsultancy, up to 30% of eCommerce visitors will use internal site search. Typically speaking, due to the increased level of purchase intent, are also known to convert sometimes up to 5-6X higher than the average non-site search visitor.

Natural language processing software Inbenta mentions in this article a client who noticed their site search customers converted 43% higher, and eConsultancy talks about cases where site search visitors are making up as much as 13.8% of the overall revenue.

And yet, I can almost guarantee that more than half of CXL readers aren’t paying attention to site search.

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How To Identify & Improve Crappy UX Issues

Could you imagine a situation where 72% of your customers think that the content on your site was completely disconnected from what they really wanted?

What if you discovered that only a measly 14% of your customers actually valued a relationship with you and your brand?

Sorry to be the bearer of bad news, but according to recent research done by CEB Marketing, this might just be the case. What’s even more frightening, is how highly marketers (that is you and me) think of themselves.

In the study, marketers believed that 44% of customers valued relationships with brands, and that the majority of their customers wanted to get content that showed how Their products fit into Customers lives.

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Think About Customer Experience, Not Just Conversion Optimization

You’re working to increase your online profits, and you perform conversion optimization. That’s great. But it’s not enough. Even the terminology is off.

I’m not alone in this. Most optimizers I know dislike the term ‘conversion optimization’ and want to replace it with something else. Even the guys who invented the term are dissatisfied.

The reason being true optimization is not just about conversions. It’s way more than that.
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