Navigability: the key to conversion

Navigability: capable of being steered or guided…

The navigability of your site is essential to your conversion rate. If customers can’t find your product, they can’t buy it. If it takes too many clicks to get to your product, they won’t buy it. If they don’t like how your site looks, they won’t buy it.

Navigability might sound like a word that we made up, but it is truly essential to your website. If you’ve ever been to a website that doesn’t consider this important function, you know how frustrating dealing with it is. Here are a couple of tips when ensuring that your customer can find what they need:

First, if it takes more then three clicks to find what they’re looking for, they will leave.

Second, the eye starts at the top-left hand corner, and works its way down the site in a revolving pattern. That means that the most important part of your website, often the logo, should be at the top left. Followed by the second most important thing in the top-right. You get the point.

Third, tracking the effectiveness off your conversion rate is simple. Using virtually any analytics software, one can track bounce rate, page visits, and even demographics on your website. Use these statistics to help you hone in on exactly what your customers want and need.