In essence I would suggest that you build your site backwards. In other words, beginning with your site goal (i.e. a conversion) and creating a site structure that effective leads up to it.

For example, instead of creating a very open navigation structure, consider reducing the number of clickable links in order to drive visitors down a specific path. Let me tell you why I think that is important. Imagine you have the opportunity to sit down with a potential client to do a sales presentation, my guess is that you have a ‘story’ that you tell in a specific sequence. In other words, layer-by-layer you build the intellectual and emotional reasons for owning your product/service.

I believe that effective websites use this exact same strategy, pointing visitors down a specific path that builds an understanding of the value of your product/service.

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This entry was posted on Friday, February 6th, 2009 at 10:31 am and is filed under conversion. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.