Discover how click paths can be used in UX design to optimize your website's conversion rate. Learn from a UX Strategist on leveraging Google Analytics data, strategic CTAs, content taxonomy, and holistic UX design to guide users towards your website's goals and achieve higher conversions.
Congratulations! You've successfully attracted visitors to your website. Now what?
Now, let's get in the zone with UX strategy and click paths.
Creating a click path isn't as tough as finding enlightenment. Just a few key pieces of information and aligning business units on shared goals can do the trick.
For example, what do you want guests to do the most? Do you want them to make a purchase? Fill out a form? Click a button? Understanding the answer to this question is the first step on the path to conversion nirvana.
What is a click path?
A Dōgen (Japanese Buddhist monk) once said, “To understand how to achieve success, you must first know where you are and where you want to go.” Actually, I said that, because the parallels between finding Zen and effective UX strategy just keep making sense as a way to educate my clients on the ways of holistic digital experience. If you know, you know.
Click path describes the steps taken on a website to reach a specific objective. Click paths should be designed with a goal of optimizing conversion, and they’re a key consideration when designing the UX of a website or other digital experience.
As a UX Strategist, I have a few methods that have proven timelessly effective at improving conversion rate using click paths:
- Google Analytics data
- Calls to Action (CTAs)
- Click Paths
- Content Taxonomy
Google Analytics data: Your Guide to User Insights
When in doubt, let the data guide you. Google Analytics can provide valuable insights that inform what your click paths should look like. User behavior analysis, traffic source analysis, conversion tracking, A/B testing and segmentation analysis are all ways in which Google Analytics can be useful.
CTAs: Your Mantra for Conversion
Strategic use of CTAs prompts users to take a desired action. Make your CTAs clear, compelling and tailored to resonate with your visitors. Consider the context of where your traffic is coming from, and design CTAs that speak to your greatest understanding of their intentions.
CTAs can take the form of buttons, lines of text or graphic design elements that prompt users to engage in a specific behavior. By strategically placing CTAs throughout your website, you can guide users along a conversion path and drive them towards your desired goals.
Click Paths: Your Wayfinding to Conversion
Click paths are like imaginary pathways that lead users from one area of your website to another. They can be thoughtfully designed to influence user behavior and steer them towards specific actions, products and categories. Click paths are especially useful for online merchandising, as they allow merchants to drive sales and measure the effectiveness of marketing programs. By planning and implementing click paths with mindfulness, you can optimize the user experience and increase the likelihood of conversions.
Content Taxonomy: Hierarchy for Harmony
Structured content is the hierarchy that helps users find what they're looking for and integrate with other systems. On-site search and intuitive categorization are essential for a harmonious user experience. A well-structured content system also provides a scalable schema for cost-effective website migration or expansion.
So, let's embark on the path to UX enlightenment together and elevate your website to a state of Zen-like conversion bliss. May your click paths be clear, your CTAs be compelling and your content be structured for harmony.