Identifying each user and business objective is the first step to creating design flows that meet all of them.
You should prioritize the flows and focus your effort on the few that will impact the most users and have the greatest gain.
The point when the user hits the landing page is when the user flow work really begins. Because these users are coming from a low-information source (such as a banner, as opposed to an in-depth blog post), you must design a flow that fills in the gaps of information by providing the user with the data that they need to be converted.
While viewing a funnel as something like Click on banner ad → Land on Web page → Register email is easy, designing and building stacked flows that drive the business’ ultimate objectives takes a bit more thought. In our example, we’ve successfully gained an email subscriber from the banner ad campaign, but the real business objective is to generate revenue through new purchases.
When designing this flow, you need to consider what the biggest levers are for converting the subscriber into a buyer. Many of the earlier principles apply, but this time you have more touch points to consider and leverage.
In this flow, you need to look at all elements of your CRM strategy and the purchase flow of your website, including:
- Email communication back to the subscriber,
- Pages that the subscriber lands on when returning to the website,
- The flow from internal content pages to check-out.
Designing flows, instead of single pages, is the key element for a better user experience. Unluckily it means that more time is needed to design an experience and more money too and too often real clients don’t have either time nor money. Doing research and tests is theoretically the best to do when designing a brand new experience, but the real market has different needs.