Remember the commercial back in the 70’s for Tootsie Roll Tootsie Pops that showcased an Owl demonstrating to a boy how may licks it took to get to the center of a Tootsie Roll Tootsie Pop? He takes 3 licks then impatiently crunches down on the pop to get to the Tootsie center goodness!
That commercial is a great example of how we think and act as consumers. We know what we want and we don’t like waiting to get to it.
How many clicks does it take?
Now think about your website from this perspective. How many “licks” does it take to get to YOUR “center-y goodness”? Are you creating an experience for the user that gives them direct access to what they want from your site, or is it buried below all the extra “candy coating”? Sure the candy coating is fine and good, and people like that stuff, but it’s not really the main reason they came.
Make sure that your site doesn’t lose focus on why the user has come, and what it is they want.
Think about your navigation structure, think about your calls to action, think about the content messaging, and think about the visual design. Is it clear, purposeful, and direct? Giving your user direct access to what they want will create a more satisfying experience, ensure frequent visits and most importantly will create more conversions for you.
Examine your website. Look at the analytics to see why people are coming, what they are clicking on and where you see they are dropping off. This will help give you perspective on why users are frequenting your site and also show you where potential frustrations may lie.
Maybe you don’t even know what your “center-y goodness” is yet. If not, it’s absolutely imperative that you define your strengths, establish goals and cross-examine them against your current website to see if it is accomplishing its core purpose.
If you want your website to succeed then you should continually evaluate your site with the mindset of your users wanting a “1,2,3 CRUNCH” experience.
We can help reduce the “licks†it takes, contact us
