Once they arrive, what do they do?
Different websites have different goals. For example, sales sites prefer to see a visitor enter the site (often from a paid search listing or a “sponsored post” on social media), view some products, add things to a cart, and then pay for the products. An eLearning site leads visitors through the pages of a course one at a time, presenting each course’s knowledge in a logical order. For both of those examples, a user’s ideal journey through the site would involve multiple pages and specific actions (add to cart, take a quiz, make a purchase, earn a certificate).
But Knowledge SUCCESS doesn’t sell things. We deliver knowledge about family planning and reproductive health programs in usable, bite-sized pieces. Using website analytics, we can see that most of Knowledge SUCCESS’s website visitors come directly to a specific page to look at one post, event, or resource (something they searched for, or a link they clicked on in an email or on another website). Most of them then leave without going to another page. For a sales site or an eLearning site, that one-page “user path” would be tragic. For a knowledge-sharing site like ours, it is optimal. We don’t want to waste people’s time; we want them to find the piece of knowledge that is useful to them in that moment. If someone has more time and decides to see what else we have to offer, that’s great—but it’s a bonus, not a baseline of success.