My company recently made the switch to a new web analytics system that gave eCommerce Managers quite a bit more visibility into our website traffic and performance. When we began to dig around and run tests on traffic to certain areas of the site, we found that there were some pages of the sites that were seeing almost no visits.
The reasons for this lack of traffic are twofold: one can be that the page doesn’t apply to a wide enough audience. This could be the case if the theme of the page is proximity to a medical center. Only those traveling to the area for reasons at the medical center would really need to see the content of this page. This could attribute to lower volume.
However, if the page should apply to all visitors to the site, why would traffic be so low? To uncover the underlying issue, we did a deeper dive to analyze similar pages. We looked at the way users navigate the site, the overall architecture of the site and the conversions from certain pages.
In doing so, we speculated that the position of the link to the page in sub-navigation was likely the reason for the lack of visibility. We decided to run a few usability tests, repositioning the links to these pages. As a result of this testing, we did see a very clear correlation between moving this page from a sub-category to the main navigation bar. With the relocation, visits saw an immediate, and significant increase. We found that it was clearly a findability issue on our site. Users couldn’t see it, and weren’t accessing the information.
Subsequent tests to these changes have proved without a double that this was case, and led to some really great results in the end.