In the digital world, of agencies, briefs and strategies there is always much talk of ‘funnel optimization’, of maximizing the number of actions you’d like the user to take based upon the options that you lay before them. For the majority of websites, these funnels come down to ‘buy’ or ‘sign-up’ . So, for customers to make a purchase now or give us permission to market to them so that they may, at some future point, make a purchase.
For example, think about your user journey with John Lewis online, it’s effectively a one-way journey of finding the product you’d like, reading the reviews, help documentation or other supporting collateral then adding said item to your basket and completing the transaction. Read More