Happy Thursday! If you’ve made it this far, that means it’s easy enough to understand the layout and messaging of your email inbox, which is something we strive for in every product. It’s usually not as simple as putting the right words in the right places, which is why you need effective ways of finding out how users are reacting to your navigation layout.
Here’s how we make sure no one is getting lost:
Paint the proper picture. Give a directive that the customer would give themselves. If someone were to enter this travel agency site, one of their first goals may be “book a flight to New York City.” This works great to turn into a directive in order to find out if visitors understand where they are supposed to complete that task. The directive born out of this thought may be: “Click where you would go to book a flight to New York City.”
Collect first-click data. How do you know where people are going if you don’t collect data about where they’ve been? Run an online survey to understand where people will take action on your screens.
Evaluate the user’s perspective. The beauty of remote testing allows you to gather both quantitative and qualitative data around how a user behaves. When you know how people will take action on your site, you can pair that with a followup explanation of why they took that action. Just because a majority of your clicks happen in the right place, doesn’t mean your navigation is without friction. Find that place where 15% of your population are getting lost, use followup feedback to understand why, and incrementally make changes to the design to increase navigation comprehension.
It’s hard to get people to do what you want them to do, and it’s even harder to understand why they won’t do it. Combining the widely used concept of first-click data with the ability to get written user feedback allows you to identify areas of improvement in your navigation, and make the changes necessary to get people to do what you want them to do!
The next piece of the puzzle is making sure the language you use is well understood and effectively helps users move throughout your site. Marketing and product teams have dozens of different ways they put their messaging to the test, so we want to hear what yours are too!
Go win your day,
Morgan & The Helio Team