Choice is good, but too many choices can be bad. Visitors to your website quickly compare and choose from a few well-constructed links, but get frustrated and rapidly abandon pages with too many choices.
The “task path” is a term that describes the steps laid out on the website to guide the visitor to a page where they can meet their need and at the same time achieve the business goals of the website. Usually, this takes the form of a navigation system that is easy to use, guides visitors to material that interest them, creates desire, and motivates them to take action—in web speak “convert.”
“Calls to action” is a term that describes words that are most likely to motivate visitors to take the next step in the task path.
Use the following items to score your website task path and calls to action on a scale from 1-20. When you answer the following questions to your satisfaction, give yourself the number of points listed after each. Include your own questions, if you like.
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