Measuring Findability and Navigation
In This Chapter
If customers can’t find what they’re looking for on your website — say your navigation is poor or your search function isn’t working — customers will move on and find what they’re looking for with another company. All your effort in regards to pricing, features, marketing, and packaging won’t matter; the end result will be a lost opportunity. Your customers have to be able to find things quickly and easily.
In this chapter, I show you how to determine what customers are trying to find, then how to measure their capability to find the items (findability). I also give you ways to improve your findability and then measure whether changes you’ve made actually improve your findability.
Finding Your Areas of Findability
If you’ve ever looked ...