User Experience and Funnel


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User experience is a visitor’s attitude towards your website. It shows the user involvement and attitude about using a particular product or page. To convert in maximum numbers, you need to set an exemplary user experience. This can be achieved simply by providing the users with their exact need without hassle and within 2-3 clicks. They should not have to navigate pages in search of an actionable button. It is compactly how your website looks, its loading time, is it easy to navigate and how less the hassle a visitor encounters while exploring it.

User experience is of far more importance to funnel optimization. When visitors keep visiting, they perform the task and keep moving through the funnel.

Funnels are basically the number of steps a consumer takes after landing on a website till reaching the optimum conversion level. You should decrease the number of steps to get good results.

For an ecommerce company funnels might be in any of the following sections −

  • Website home page
  • Product category page
  • A product page
  • A cart page
  • Payment page

So from the above funnels, we can find the user experience data. Let us play with the numbers.

Following data are dummy numbers obtained from an Analytics tool −

  • Home page – 80k sessions
  • Category page – 60k sessions
  • Product page – 10k sessions
  • Cart page – 3k sessions
  • Payment – 2.5k sessions

From the above data, we can conclude that from the Category Pages, users don’t go to the product page. Exit rate from category pages is very high.

Why the exit rate is so high?

Now here comes the need to optimize our category pages. Is there any problem with the design? All the products are tagged with category pages or no? May be the category pages does not have the content that’s why the people take an exit from the category pages.

In the same example, if we have the following data for a website.

  • Home page – 80k sessions
  • Category page – 60k sessions
  • Product page – 50k sessions
  • Cart page – 3k sessions
  • Payment – 2.5k sessions

From the above example, we can see that the problem is with cart pages. So we have to check why people are not adding the product to cart? Is there any problem with the cart button? Or is there any problem with the design of the cart page? Is the cart button easily viewable? So figure out the issue with the data. This kind of a research is called the funnel optimization technique.

If we optimized our funnel, then we can improve the user experience on our website. When carrying out a funnel optimization we indirectly improve user experience. It is briefly explained in the following points −

  • We keep a check on vague clicks, improper page navigation, breadcrumbs setting, page load time that compel the user to exit. Working on these factors means you are reducing friction.

  • Funnel optimization reduces visitor’s doubts and indecision.



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