As we have seen in earlier post, each website conversion
funnel consists of a set of goals to be completed.
Isolating each goal in the conversion funnel and optimizing
the actions needed to complete that specific goal is important. When each goal
in the conversion funnel is optimized for improved user experiences, the user
experience of the overall conversion funnel would improve.
In the given illustration, the first goal is get the user to
view the product.
To complete this goal, some of following user actions are
required.
- User will land directly at the product page (from some marketing campaigns or SEO).
- User does a site search for the product using the search facility.
- User does an advanced search such as faceted search, assisted search etc.
- User clicks on the product listings in the search results pages.
- User clicks on the navigation links on the home page or other higher level pages. Navigation links are located in the top nav, left nav or right nav, mini nav, mega nav etc.
- User clicks on the banners or tiles or other display formats on the home page or other higher level pages.
- User clicks on the product listings in the product category pages.
- User clicks on the product listings in the product comparison pages.
Now we will look at each of these user actions and see what
needs to be done to optimize the user experience for these actions.
User
action
|
What
is needed to optimize this user action?
|
User will land directly at the product page (from
some marketing campaigns or SEO).
|
|
|
|
User does an advanced search such as faceted
search, assisted search etc.
|
|
User clicks on the product listings in the
search results pages.
|
|
|
|
User clicks on the banners or tiles or other display
formats on the home page or other higher level pages.
|
|
User clicks on the product listings in the
product category pages.
|
|
User clicks on the product listings in the product
comparison pages.
|
|
As seen above, we isolated one goal in the website conversion
funnel, and defined the user actions that need to be optimized to complete that
goal. After that we looked at what is needed to optimize each of the user
actions. By taking these steps we ensure that the completion ratio of this goal
by the users increases and is optimized.
Similarly, the completion rate of the other goals in the
website conversion funnel need to be optimized which would increase and
optimize the conversion ratio (%) of the website conversions.
Signature: Roopkumar T.V.
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