• Clear, Narrow User Pathway

    You want to set up your e-commerce store so that you control exactly what your users see and navigate first, second, third, fourth, etc. The bottom line is that e-commerce stores convert at higher rates the more narrow the pathway as compared to giving users options of content and pages to browse.

    Furthermore, you want the user to feel confident and (often) have knowledge or expectation of what comes next. And throughout the journey, you can generate and reward user expectation and intent. A user that knows where they are in the purchase journey feels in control—and they are in control—thanks to the well-organized pathway laid out for them. And if the user is given all the information they might want or need to move on to the next step, they will not feel a need to deviate or escape.

    In theory, every different specific journey will perform differently. Therefore you can expect to get the highest overall performance by finding the highest performing journey and ensuring users reliably follow this journey with ease and confidence. This strategy is supported by case data, particularly as demonstrated by journeys where half or more users complete their purchase in less than 10 minutes; these e-commerce cases represent the cases with the highest purchase rates.