A huge website can still be easy to navigate, just like the CTA.
I dropped my car off at the shop this afternoon for a minor repair. I am now without car, but I’ll be able to get to and from work tomorrow with ease because Chicago has a fairly reliable transit system. I wouldn’t depend on it every day, but it will get me where I need to go tomorrow. I’ll take a 1-mile bus ride to a 15-minute regional commuter train to get to the office and reverse the trip on the way home, but I’ll get off the commuter train a stop early and head to the auto shop. It’s a one-off solution and will be easy for me to pull off tomorrow in a pinch with no car.
Your website should be the same way. There are only a few websites I go to every single day – gmail, ESPN, Facebook, CNN – most of those sites I’ve mastered and have no trouble wading deep into the info they present. Nothing turns me off faster on a new site than shoddy navigation and not being able to find what I want to quickly.
When you look at your analytics, how many of your users are first time visitors? 40%? 60%? Those users are just like me tomorrow without my car. I need a quick easy fix to get to and from work, and those users need a quick and easy way to get into your content and get out.
Are they able to make a quick commute? Or do they have make several train transfers and hail a cab?
