May Marketing Madness Content Week, Post #18
Links are a wonderful way to supply additional data and improve SEO for your online business. However, if you are not careful, they can also be incredibly distracting. Trying to give visitors all necessary links he/she needs to make a purchase is a great customer experience strategy in some cases, but it’s important to think about your visitors and their cognitive capabilities.
Some Food For Thought
Upon arrival to each page, the visitor is required to process all engagement options the page offers. These include clicking on menu links, buttons, in-text links, etc. Each additional link adds more to the cognitive process. In addition, since clicking links is a standard behavior and offers no risk (unlike clicking a form submit CTA), the chance of a customer clicking a link which takes him/her outside the path to conversion can be high, TOO high.
While optimizing internal links on your site as part of your customer experience strategy, take into consideration your industry, product and marketing channels.
Sometimes marketers overdo their internal linking for SEO keywords on other pages of their website. Don’t forget your visitors are human, and therefore might be confused and overloaded by the options presented to them. So, keep your keyword links to a minimum.
Think about the checkout counter in a brick and mortar store. How would you react if the cashier offered you the chance to go back to the store’s entrance to double check products you’re about to buy? Would you get out of line and really go check? Links on your checkout page make this decision way too easy, and many customers have no problem leaving and never coming back to make a purchase.
Again, think about the reader’s cognitive load, especially while reading an email campaign message. If you want recipients to focus on your content, don’t give them too many opportunities to navigate elsewhere. Use less links.
Analyze Your Traffic Behavior
If you notice that a lot of people make it to your checkout or form submission page, but then navigate away and never make it back to the path to conversion, optimize! One way is with heat maps. They’re pretty powerful and incredibly easy to use. Let them tell you which links are hot with your customers and which are not. . Plan your customer experience strategy and design your webpages and place your links accordingly.
This post is one out of ClickTale’s month long May Marketing Madness series. Each of our daily posts will highlight and explain today’s best practices, useful tips and smart tools to measure and improve your online business performance. This week’s theme is content. Make sure to stay tuned in for more!
About the Author
Alon is the Website Optimization Manager at ClickTale. His eMarketing areas of expertise include the implementation of web tracking tools, data flow management, software & website development, as well as result analysis. Alon has a degree in Computer Science and Psychology from Bar Ilan University. When he is not busy optimizing websites, Alon enjoys playing piano.