Optimize Conversion Rates with Website Information Architecture
It can be argued that the best way to improve conversion rates is to put yourself in the shoes of those who will be using the website, and then ensuring that your website is set up in a way that allows your visitors to find what they are looking for efficiently. Improving conversion rates can be done by thinking about who each user is and what they are looking to accomplish by the end of their visit.
What is information architecture
Information architecture, when applied to web design and development, is the process in which designers use user experience design to decide how they will arrange and structure complex information and content in a way that is compelling for users.
When designing and organizing a website, information architecture helps visitors get the answers that they are looking for when they land on your site. Your website should flow in a way that on every page, users know that they in the right place. Your site should have information presented in a way that allows them to easily find what they are looking for while aiding them in their decision-making process and then letting them know what the next steps should be in their journey.
Acquiring an understanding of who your users are is the first step in building a website that is well organized. Consider who is visiting your site, and think about what problem they might have and why they are coming to your site. Determine how will your visitors use the information that is available to them to find a solution, and evaluate how the user’s experience will affect the objectives of your business.
Conduct your user research by creating different user personas, this will help you uncover a deeper understanding of what drives individual customers. User personas will help you to determine how they think, what challenges they face, and how they interact with the information that is available. Once the appropriate data has been gathered, you can begin to think about how each page on your site can be optimized to help users complete their tasks or objective. User flow diagrams and wireframes are often used while the site is being designed to determine how to articulate the information to the user and define the hierarchy of information.
Test and Validate the User Journey
Information architecture validation software is another tool that can be used to guarantee that your website is optimized to convert visitors. Validation tests measure the directness of your website by providing a figure of the users who were able to complete their task the first time, free of distractions. Validation tests provide the number of users who were able to complete the task and tests for the time that it took users to fully complete their task. The conclusions that can be drawn from information architecture validation tests help your team make decisions around what changes need to be made to how the site is categorized and structured.
If the objective of your website is to get users to buy your products or services, information architecture ensures that your website is set up logically ensuring that customers have a positive experience and that they will return to your site again.
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