The Surfing Myth & Its Impact on Web Design

When we discuss prospects moving on the web, we often use the term "surfing the web". However, when you hear that term, what comes to mind? For many people, surfing conjures up an image of a person moving effortlessly across a wave. As they surf, they move from one portion of the same wave to another. While this is an interesting image, is it really a useful metaphor for the behaviors prospects use as they attempt to find a company with the products and services to meet their needs?

For most companies, the answer to this question can be found by analyzing your web logs. Companies with a traditional, home page structured website will find that most visitors will visit one to three pages on the site and, if they don't find what they are looking for, they will leave your site to return to their search results for another site. In other words, they will not be surfing seamlessly through your site but hit your site, "bob down" to a couple of pages to see if you have the "right stuff" to meet their needs, and then will abandon your site to find a more suitable partner to meet their needs.

If this analogy reflects the types of cruising patterns you see on your site, there are several web and marketing items you need to consider. They are:

1. If an average web visitor will only stay on your site long enough to "bob" to three pages, how can you make every visitor find that they need in three pages or less? At MSI, we have found it is possible to accomplish this objective if you remove the home page from most visitor cruising patterns. How? By identifying the unique communities that frequent your site and building mini-sites which start with a landing page tailored to the community interests. If this becomes the first page they see, then page 2 is for a specific product and page 3 is to complete the order. Three steps. Look at your site and see if this three "bob" rule occurs and, if it does, you need to find a way to make the "trip" three steps or less.
2. How can you get communities to a mini-site? To shorten the trip, we have found using your PPC and organic search terms to go directly to a community page works effectively. In addition, you PR and new product announcements and other market media must also move the individual directly to the mini-site most suited to their needs. In doing so, you will see an improvement in final results with longer but still three step cruising patterns.
3. What about visitors that find you directly? The key is to quickly inform them about your mini-sites and encourage them to move to the one which best meets their needs. If you do so, you will find they are more attracted to your company.
   

The key is to show a visitor you understand their needs and wants within their community and have the information, products, tools, & services tailored to address their needs. By understanding the communities, you can turn bobbers into short term surfers culminating with the purchase page on your site. Think about it, look at your web logs, and - if you see this pattern - consider developing community mini-sites. If you want, we can help.