Design each page for a desired outcome


Understanding customer journeys is an essential part of web design. It is vital for e-commerce sites trying to guide visitors to a sale.

A customer journey can be simple or complex. Remember that every page matters and every page should have a purpose.

In this article, I’ll discuss the impact of customer journeys and desired outcomes on e-commerce site design.

Customer steps

Think about where visitors first land on your website and focus on directing them to the next desired action.

Go further and recognize where visitors begin their journey. Do most come from social media? Organic Research? It could be email campaigns, affiliate referrals, or even advertisements.

Anyway, what are the landing pages from each of these sources?

Knowing where your website fits in the journey (and mindset) of target consumers will help you decide on its design and content. Approach each page as a mini-journey – a chapter in a book – guiding visitors to the end result.

Recognizing where visitors begin their journey is essential for design and content decisions. This Instagram ad from retailer Love Fitness Apparel links to that company’s e-commerce site.

Page Results

Focus on what you want a page to achieve – its call to action or the next step. Some pages, such as products and categories, have similar results.

Even post-purchase pages should drive visitors to the next yes. Merchants frequently overlook confirmation pages, leading to dead ends for visitors.

But buying a product is not the end of the journey.

Ditto for a newsletter confirmation page. If she’s willing to provide her email address, what else would a visitor say yes to after subscribing? Maybe a discount on a product?

At a minimum, confirmation pages are great opportunities to invite those visitors to follow you on social media, join your loyalty program, or submit a rating and review.

Even a contact page can have a call to action beyond your company information. Examples are social media and newsletter invitations.

Above all, avoid having several results on a single page. This adds noise and confusion.

List the objectives

List your website goals beyond selling, such as:

  • Increase the number of subscribers to communications by e-mail or SMS,
  • Boost your followers on social networks,
  • Fast live chats,
  • Collect testimonials or opinions,
  • Refer a friend,
  • Ask a question,
  • Info Request.

Next, list all of your public pages and set a goal for each. Make sure the result matches where visitors are in their journey. For example, asking a first-time visitor to leave a review doesn’t make much sense. Similarly, a visitor to an email newsletter does not need an invitation to subscribe.

This type of exercise allows you to evaluate your entire site, its objective and therefore its design.


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