eCommerce Visitor Journeys
Understanding your website visitors
We have been working on websites for over 20 years now and some of the original ideas still stand firm. One of these is to be able to understand the different visitors to your website. We beleive that there are three types of website visitor, who each behave in a unique way.
When building or improving on your website, you should awalys consider each one in turn and ensure their user journey is excellent and quick. In this blog we, will talk about the three types of website visitor and how their behaviour reflects directly on how you build your website.
No 1 The Wanderer
If you are like me and would rather poke my eyes out than ask someone for directions then you qualify as a wanderer or browser. You are more than happy to wander the aisles of your local supermarket for hours looking for one thing. It may be a tin of beans or a pair of scissors.
For these visitors you need to think about how you can make it easy tof ind things by just scrolling with a mouse. Think about categories on the homepage, banners leading to sales or promotions and other click bait. You never know what they might buy in the end.
No 2 The Direct Approach
Time is precious and not to be wasted by these visitors. They are happy to head straight over to the customer service desk or walk up to a member of staff and get them to locate the product.
God, help you if the member of staff is unaware of a products location, this may end up with several members of staff involved to find the right product.
On your website the customer service desk is the Search Bar. You must make sure you have one and if it is an ecommerce site, make sure it is big. Think about how Amazon do it, the search bar is front and centre.
Not only should you have a search bar but you should test it Does it capture misspellings. What are people searching for on your website? If they are looking for something you don;t stock, then why not add that product and see what happens. You can look up search results on most CMSs, but if you need help ask us.
No 3 The Navigator
Look around when you next visit a big shop. Signs will be everywhere. Hanging from the ceiling or plastered on the walls. This is your website menu. The big signs will be above smaller ones (sub menu items).
Having a clear menu structure is essential but can be so easily messed up over time or just done badly in the first place.
We usually start a website build with the site map so we know what goes where and how it can be found. Don't forget you can also add in specials, and offers as images in a lof of menus.
Cater for all three
If you don't want to upset one of the above then cater for all of them. Remember have a clear and present search bar, test your navigation with customers and friends and family, add banners in strategic places on your website.