How-to Tips #2: Customer Journey

The best website content would mean nothing if the web designs itself create a lousy browsing experience. Therefore, the flow of your website design is important. It is the experiential journey you are creating and leading the visitors/customers towards your call to action. We call this the customer journey.

A poor customer journey is usually shown in these two browsing experiences:

User experience

  • Slow website loading speed. According to Kissmetrics, 47% of web visitors expect a website to load in less than 2 seconds, and 40% will leave the website if the loading process takes more than 3 seconds. Therefore, your website should avoid this problem. 
  • Wordy website. People will not spend time reading webpages full of text, hard-to-understand jargon and language, or thesis-like pages. Although you are showcasing the best product to the world, if it is poorly presented, you will likely disengage your visitors. 

Navigation experience

  • Multiple menu choices. Have you visited a website that distracting? The landing page comes with many branches (menu choices). Eventually, you forget to come back or lose yourself along the way. So, a menu with many choices is a distraction. A good conversion-focused website should avoid this kind of navigation experience. If you need a menu, keep it less than five choices in the footer section. 
  • Non-mobile responsive design. In the tech world today, people use mobile devices more than desktops/laptops to access information. A mobile responsive website automatically changes its layout to fit the screen size of the device used. If your website design is not mobile responsive, you will lose out to a large group of potential customers who leave your website for not being able to access your website information.

In a nutshell, a conversion-focused website is not just about content. Customer journey on browsing experience is important. When your visitors have an easy-to-follow customer journey with you, you make it easier to nudge them moving to your call to action. In the next lesson, we'll learn how to create a compelling and persuasive call to action. See you in the next lesson. 

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