By Candice Pardue
For successful results from
your website, I would have to say that the ease of navigation for your visitors
when they first visit your website is the most important upfront web design
factor to test.
Why? Because if your customers
never make it beyond the first page of your site(your homepage), how will
they ever get to the sales page -- which is the desired finish line, right?
Think back to a really great site you've
visited recently and how easily you maneuvered around that website.
Probably, the homepage had links down the right-hand or left-hand sidebar,
an introduction to tell you a little about the site and/or the product
or service offered, and no doubt the site had a purpose.
This key factor is exactly what's missing
in many sites, and because it's missing, "visitors" seldom turn into paying "customers."
Below are two distinct methods you
can use to test the navigation of your website:
1. Use your web host's website
statistics. Your statistics will relay to you how many visitors are
coming to your website, which pages they visit the most, the most popular
entrance pages and exit pages, and how many pages were visited in your site
versus how many visitors. The statistics you will want to concentrate
on are the exit pages as well as the number of pages/number of visitors ratio.
By checking your exit pages, you can
find out if a large number of visitors are exiting your website from the
homepage. If the great majority are exiting from your homepage, you
may want to make some changes on your homepage and test different layouts
and content.
Your total number of pages visited versus
the total number of visitors helps you to determine how many pages your visitors
clicked to while visiting your site. For example, if your total number
of pages is 1,400 and your total number of visitors is 700 for the same period
of time - such as within one week or one day, then your total number of
pages per visitor would be 2. The way I arrived at the figure 2 was
by simply dividing your number of pages by the number of visitors.
This tells you that many of your visitors are at least clicking beyond the
first page entered. This could be good or bad, depending on what type
of website you have, your product or service, and sales presentation.
2. The second method is to let
your family members or friends visit your website for the first time with
"you" watching from behind. You will observe their actions and reactions
to your website. They may not tell you that anything's wrong, but
you can test your navigation simply by watching their movement. The
most important thing to watch for is a stopping point. If your friend/relative
comes to a stopping point where he/she does not move forward(reading or
clicking), this may be a place on your website for you to test a different
method. The only exception, of course, would be if he/she "stops" to
order your product. :-) In that case, don't change a thing! And,
by the way, don't tell your friend that you're observing for anything in
particular.
Remember, don't just design a website,
design an effective website.
Now that you know how to test your
website's navigation, go
here to read a continuation article on the subject... "How
to Make Your Homepage Flow" to learn some techniques that will help
turn your visitors into paying customers....
http://www.webmastercourse.com/articles/make-your-homepage-flow/
Article written by Candice Pardue,
webmaster of Online Success for Internet Business.