5. Work your link structure
We’ve all fallen down the rabbit hole of Amazon (and still do from time to time). You know the one, where you’re on Facebook or Instagram scrolling through your timeline, admiring the baby photos of a friend you haven’t seen since high school when up pops an Amazon advert. The first tile they offer seems a bit ridiculous so you swipe left to see what the next one will be. You swipe until you find something interesting where you press to go to the product. Within a few seconds you recognise that the product you clicked on is unsuitable for you but just as you go to click away you see the ‘related products’ links. You give a quick swipe to see if they’re as ridiculous as the product you’re on, just for laughs. While you’re looking up the first ridiculous product, you remember there was something you want/needed. You do a quick search, after all, a few minutes ago you were on Facebook but now you’re on Amazon (within Facebook) and Boom! Sale made. That’s how Amazon gets you.
I’m not suggesting you employ the sneaky tactics of Amazon (who seriously did manage to get me on their page after advertising ‘knitted bonnets for cats – I don’t like cats, I just wanted to make sure they were a real thing and then post it on my friend’s timeline). If your link structure is good, your user experience will be good and therefore builds trust and makes it more likely for you to make sales.
What is a link structure?
A link structure is anywhere you have a link on your website. This includes:
Make sure your link structure is relevant and easy to use. This can mean having things in the right order on your menu and ensuring your menu is sticky so the user can see it no matter where they are on the page.
Blog posts should have related content at the bottom of them and, if relevant, previous and next arrows so users can easily read more of your content.
In the majority of cases images should not only be decorative, but also link somewhere if a user clicks on them.
Buttons and linked text should lead to other, relevant information on your website or other authorities (external websites), but open in a new tab so as not to take the user completely away from your website. This way they can visit the other pages but return to the page they were on.