As a follow-up to last week’s article about website analysis, there is another way to determine how to improve your website. When it comes down to it, there are three types of website visitors: the determined visitor who just wants to shop, the comparison shopper, and the cautious visitor. One is determined to make a booking within one session, one shopping many different sites, and one who has questions before booking. Now with this knowledge, how do you convert each type of shopper?
- The Determined Booker: What filters are they utilizing when visiting the page? How many pages are they browsing and where do they leave? How quickly do they make a booking decision? From there, sort things by the filer people use the most, remove information that distracts or makes the customer leave the page, and offer more ways to sort the page.
- The Comparison Shopper: How many times do they visit the site and are they only viewing prices? Make it easier for this kind of buyer to view his previous information and setup calls-to-action to encourage bookings.
- The Cautious Visitor: Are they sitting on the contact form but not actually sending it? What parts of the form are they not filling out? Maybe consider shortening the form and locating parts of the site where users are looking to contact you.
Ultimately, viewing how your website looks and is used by these three types of buyers should help you create a responsive website design that allows each type to find what it is they need. What site factors have you altered to cater to your different types of visitors?