Funnel Optimization is essentially providing a great user experience (UX). When we talk about UX, we are referring to the totality of visitors’ experience with your site—more than just how it looks, UX includes how easy your site is to use, how fast it is, and how little friction there is when visitors try to complete whatever action it is they’re there to complete.
As it applies to funnel optimization, the importance of UX cannot be overstated. By carefully crafting your user experience, you can ensure the user stays on task and keeps moving through the funnel, having been given just enough information and options at each step.
Projects usually begin with design briefs, branding standards, high-level project goals, as well as feature and functionality requirements. While certainly important, these documents amount to little more than the technical specifications, leaving exactly how the website will fulfill the multiple user objectives (UX) wide open.
By contrast, if you begin by looking at the objectives of the user and the business, you can sketch out the various flows that need to be designed in order to achieve both parties’ goals. The user might be looking to find a fact, order a product, learn a skill, download a document, and so on. Business objectives could be anything from getting a lead, a like, a subscriber, a buyer, and so on. Ideally, you’ll design your flow in a way that meets both user and business objectives.
In addition to an awareness of user objectives, it’s important to account for the different traffic sources and levels of knowledge and engagement in your user base. You must map those in-bound user flows to conversion funnels that provide value to the user (without neglecting those business objectives.)
At MassMediaMarketing, we take the time to understand your business, map out the user objectives, and line up conversion funnels accordingly.