A brilliant example of simple website visitor segmentation.
Hi there, folks. We gotta take a break and get some work done, so no BIG Functionalism article today!
But we would like to draw your attention to an interesting site that we noticed recently brilliantly using the Functionalism principles (or at the very least the Functionalism model can be easily applied to its success). A site spash page that uses the principles of Engager and Router pages very well, indeed.
Engage the reader.
Note how the image of a person, centered, and big draws the eye immediately (engages). Even though there is navigation above the big image, the image itself is seen first on the site for most people (when you first visit the site, at least!).
Route the reader.
Also note that the initial segmentation (plan a visit – train with us – be part of kripalu) is immediately below that image (the navigation is seen second). That means not only does the splash page engage, but it also routes.
But wait! There’s more (routing)!
But if you click on any of the 3 buttons, you’ll see that the splash Engager page also does double-duty as a Secondary Router. This means that not only does the splash page serve as a primary route to the router, but it also routes traffic very well to the correct page, immediately. That means a shorter chain between splashdown and I found what I’m looking for.
This allows Kripalu as a company to define visitor interest (also called segmentation in this case).
Why are we showing you this? It’s simple.
Because we all fall into the trap of having sites that are complex (by design or default) and that means navigation confusion. But it doesn’t have to be complex.
In this case, however, the Kripalu website achieves many good things…
- Splash page engages,
- Splash page also routes,
- Design is simple so navigation is easy for new visitors,
- Page also HAS more information ‘around the edges’ that is clickable, so it also works for returning visitors very well,
- All of it easily trackable in an analytics program.
You do a 5 minute test.
- Count how many buttons (total links) you have off the splash page of your website.
- Do those buttons define your segments?
- If you were a new visitor to your website, would you know where to click in 3 seconds?
- Are there 3 clear buttons to click upon (regardless of how many you have?)
If you’re saying to yourself, “Argh, that’s quite a number of choices,” you might want to reconsider doing something like Kripalu did – SIMPLIFY and ROUTE.