Here at Arena DM we always stress to our clients the importance of effectively managing the flow of visitors to their websites but what does that all mean and how do we manage the flow of web traffic?
Not withstanding that a fair proportion of our clients tend to glaze over when we start banging this particular drum it is actually a fairly simple idea to get your head round. There are pages with in every website that we refer to as Goal Pages. Trust me, even if you don’t know what the goal pages are on your site they are still present all the same.
A “Goal” or “Goal Achived Page” is one that is shown to a visitor immediately after he or she has engaged with your website in such a way that adds value to your business. A good and common example is the page that displays the thank you message after using the contact form. Other examples might include the page display immediately after account creation, or following a purchase (if yours is an eCommerce website).
Although the Goal Pages them selves differ from one website to another, the principal remains the same and so when creating your website, you should give thought to how you’re funnelling your visitors towards these goal pages. If a potential customer leaves your site before you score a goal, you’ll likely never hear from that person at all. The chance for making a sale will have been missed but by employing a visitor flow management strategy, were able to gently influence the behaviour of people on the site to quite a high degree.
Traffic Funnels Are The Key
What are traffic funnels? To answer that let’s take a close look at the way this website has been designed.
Starting from the homepage, as you begin to access the information available, without even realising it you begin a journey down one of several traffic funnels. A traffic funnels is a series of pages that eventually lead to a goal page. In the case of this website as you move further down each funnel, there are fewer and fewer opportunities to click out of it. Irrelevant links begin to disappear from the menus and by the time you begin to reach the end the options have become fairly limited.
This is helpful because it keeps our visitors focus very much on the subject matter that we want them to be thinking about. If they happen to be in the funnel that relates to our web design services, it’s probably because when they arrived at the site, they were looking for a web designer and so while we make our pitch, it helps that they don’t suddenly become curious about social media marketing, or SEO or animated video production.
The information presented is only that which is relevant to the visitors primary interest. Eventually the funnel narrows so that at the end of our presentation the only options left to our visitor is to either make contact or click away. (Actually even when they click away that’s still not the end of the story but I’ll save some secrets for another post at a later time)
Similarly the SEO funnel leads to SEO purchasing opportunities and the social media marketing funnel leads to… you get the idea I’m sure.
Intelligent Website Design
Intelligent Design can make make the difference between a site performing well or performing poorly and can greatly influence the overall effectiveness and conversion rate of your website. At Arena DM we apply this common sense strategic approach to every website that we build. If you think your company could benefit from this type of expertise we’d love to hear from you so why not reach out to us using the form at the bottom of this page.
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