User Flow

User requirements are the foundation for web and app design. These needs and desires help create a user experience designed to fulfill those needs. You need to consider what the user is trying to achieve, what’s important to them, what information they need to convert and their barriers which may lead to them hesitating to convert.

The answers to those questions will inform how you design your pages. You'll know what content and navigational links to include based on the primary goal of the visitor—whether searching for an item to purchase or just browsing. Your page or screen will be designed differently if they are a buyer rather than a browser.

How To Improve Your User Flow

Collecting data on each step in your funnel will allow you to evaluate how your customers engage with your sales process. In order for a funnel to be effective, it must have a minimum of drop-out. You can look at overall funnel metrics, i.e. the amount of people who drop out, and at each individual step of the funnel to determine how many people drop out between each step.

To close up the ‘leaks’, consider the areas where customers are having pain or friction and where you can offer more information. For example, you might conduct a user flow analysis and notice that most customers get to the checkout but don’t complete their purchase.

By recognizing that shopping cart abandonment is an issue, you can generate hypotheses for why customers drop off at that point. Could it be that your shipping rates are too expensive? Maybe customers are getting distracted by the site's design or navigation. Perhaps there are too many fields to fill in, and customers cannot find what they need. Or perhaps the site doesn't describe what a customer should do next, leading them to abandon the process.

When you have determined which of the changes in your user flow will improve your conversion rate, you can begin A/B testing your ideas.

Improving Your User Flow With A/B Testing

A/B testing is a valuable and cost-effective way to rapidly improve and refine the performance of your website. By going through your user flows, identifying opportunities for improvement, and testing different ideas you can continually improve your conversion rates.

A/B testing tools give you the opportunity to make changes to your website or app and measure exactly how much of an impact they will have on core metrics.

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