The Trap of Linear Thinking

Today I provided a “Pick my Brain” session for Gavin Burt, from the UK site Running Injury Oracle (thank you, Skype!)

Gavin is a leading osteopath in the UK, and he has developed an online system to help runners diagnose and work with their injuries. Depending on their needs, he provides advice, checklists and videos for a monthly or annual subscription. So far, the response has been very positive, and he’s about to get major PR from the British running press.

So far, so good. But today we looked at his Google Analytics and discovered a problem that he hadn’t thought of. The site was designed for visitors to start at the home page and move logically through the process of self-diagnosis to get to their type of injury.

Of course, it doesn’t always work that way. Visitors who find the site through search engines are entering at inside pages which are focused on specific keywords. These visitors don’t have any context for what they see – the content immediately jumps into the diagnosis and subscription information, which is fine if they’ve been down the logical path, but not if it’s their first impression.

Luckily, this is a new site and still very much a work in progress, so we can figure out how to make the concept of each page clear to all visitors.

I told Gavin that he’s not alone – so many people make assumptions about how their site will be traveled, and don’t think about visitors getting to pages in all sorts of random ways.

But right now, many of Gavin’s visitors who enter at inside pages are leaving the site too quickly – so we need to plug that leak!

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