When doing webpage navigation flow analysis, we first rely upon our product marketing level familiarity of products and services on the site. With that as the foundation, then website conversion paths and buyer personas are identified by studying the analytics and heat maps. In this way, we identify limitations in the website’s layout or presentation that encumbers the efficient conversion of traffic. Our objective is to identify needed changes that will clear up site navigation roadblocks and ‘choke points’ on web pages.
Frequently after making related changes to web page structure, we’ll measure improvements in the efficiency of conversions (lower CPA), increases in conversion rates, lowered cost per conversion (CPA), and resulting increases in total conversion value per unit ad spend.