How to Create a User flow That Increases Conversions

A user flow is a path a user follows through your website interface to complete a task—make a reservation, purchase a product, subscribe to something. It’s also called a user journey. And it has a massive impact on conversions. For instance, if someone wants to buy fruit, they don't just arrive magically in the supermarket. Instead, they make several decisions.

  1. Perhaps they've written a list,
  2. looked in the kitchen cupboards,
  3. and then planned which supermarket to go to.

All this happens even before arriving at the fruit and veg aisle.

  1. Finally, they look at the apples.
  2. They check the apple before placing it into their basket, looking for imperfections! 

At this point, trust and cost will come into the equation! 

user journey

All these decisions have brought the buyer to this point; this is a user journey or user flow which has a massive impact on conversions.

The same experience happens on your website, so getting this right is about understanding your user and their decision-making process. It increases sales, so if you want to spend money on marketing, you'll have a better conversion rate, which will, in turn, drive down your social media ads and pay-per-click costs.

Our plans have been developed around a proven structure to maximise conversions and sales. On the home page, this will often look like this, leading to other pages on your website:

1. Top Hero unit
2. Key Services or Products
3. About us
4. Building Trust
5. Call to Action

Hero unit

A hero image is a term used to describe a banner image at the top of a website. Sometimes called a “hero header”, it serves as a user's first glimpse of what your company is offering because of its prominent placement towards the top of a webpage; it usually extends full width.

Key services or Products

Here we want to showcase your products, services or offers. It should begin with a summary of each offer. It's essential to include a clear description of what your products include and explain what stands you above the competition. A case study could also be added here, showcasing your unique approach and competence. This can lead to the Service page, where a fuller description of what your customers can expect will be displayed alongside products.

About us

One of the most crucial elements is your "About Us". This introduces you to your website visitor, tells them what you do and builds a rapport that will hopefully turn them into a customer.

This can lead to the About page where your visitor can "Meet the Team". This is an easy, effective way to give your business an accessible face and built trust. As one of your most important sections, it gives prospects an idea of who exactly they'll be working with and shows potential employees that you're proud of the people on your team.

Building Trust

By building trust between a visitor and your website, you're essentially building trust between that person and your business. The goal is to let your potential customer or client know they won't be left high and dry if they try to purchase a product from you or use one of your services. This could be a unit, banner or scroller. If you are starting, this can be harder to do. If you can't get testimonials, links to social media posts can work wonders too. Or you could add logos of other companies you work for or interact with.

Call to Action

This section is often referred to as the "CTA" and is usually found lower down in the flow of your landing page.  It is designed to call the user to action, to do something such as sign up for a service to a newsletter, buy a product, or make an enquiry.


If you would like us to create a user flow for your new website, learn more about our Startup and Business plans

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