Feb/09
Have you ever came across a website where you had absolutely no idea what to do next? Chances are, you hit your ‘back’ button, and continued on to another website.
Seems like no big deal right? However, from a business stand-point this website owner lost another potential customer… All because his website is lacking the most important thing of all… Usability.
At Primary Target, we often speak with clients who have existing websites that simply aren’t converting. Upon looking at these websites, we can quickly see why. Confusing navigation, inproper site hierarchy and cluttered content all contribute to lost visitors.
Developing your website with your visitors in mind, will help increase vistitor time spent on your website, as well as increase your website’s page views.
Clean navigation and breadcrumb trails (small sub-navigation links that show visitors the path to their current location on the website) will help your them find the information they’re looking for quickly and easily.
How does your website rank in ‘usuability’? Try this… integrate Google Analytics into your existing website, to get a true snapshot of it’s performance and usability. Google analytics provides robust, statistical data that will help immensely.
One of the best stats offered is your website’s ‘bounce rate’. This shows the percentage of people who left your website after visiting only one page. That means they exited your website on the same page they entered.
If your bounce rate is high, you have a few things to look at.
- Is my website’s design at all confusing?
- Is my navigation functional and relevant?
- Is the content on my website relevant?
- Is my website cluttered?
Decreasing your bounce rate will certainly help your website’s conversion. Whether it’s selling products online, or simply having visitors contact you for more information, relevant and structured content will help your website perform the way it should.