11 unexpected user flow optimization strategies that work

Reminder before starting: Keep your funnel in focus

It’s super tempting to start planning what the site will look like before you thoroughly consider how the site will work. It’s essential, however, to resist that urge and always keep in mind the needs and habits of your users as well as your business goals.

Working from this frame of reference keeps you focused on building flows that seamlessly move users through your funnel and toward their goals. Look at it this way; funnels provide the framework for user flows, such that designers can focus on charting the clearest pathways.

11 tactics to optimize user flow

Optimizing user flow aka the fine art of guiding users effortlessly towards their goals, is an ongoing process that involves several steps, some of which require periodic repetition.

By following these user flow techniques, you can create user flows that not only meet user needs but also boost search engine optimization (SEO), drive conversions and ultimately lead to greater satisfaction.

1. Build user personas and understand their goals

Who are you going to optimize user flows for?

Without knowing who your various target users are and their motivations, intent, behaviors, goals and more, it’s going to be tough to create better pathways.

Understanding your target audience and analyzing user behavior is therefore the cornerstone of effective user flow optimization. Once you fully understand the goals and problems users seek to solve, you can chart the ideal course to get them there.

The process of establishing user personas begins with user research and gathering insights that help address their needs. By working with user personas, designers can create intuitive user flow diagrams that align with user needs, ensuring that the flow resonates.

Clear goals should also be identified based on your user research, focusing on the primary objectives users aim to achieve when interacting with your website or app.

Ongoing refinement of user flows, informed by analysis and feedback (we’ll get to that later), is essential for optimized experiences.

2. Map current user flows first

This goes hand in hand with creating personas and user research; if you haven’t already, it’s high time to map what your current, actual user flows look like.

Just this alone might set you up for some easy wins because you’ll quickly see bottlenecks and areas for improvement.

Creating these current-state flowcharts allows UX designers to visualize user decision points as they stand today. Businesses can use these diagrams to understand tasks and visualize customer interactions, warts and all. A great place to start ideating improvements.

Tools like Google Analytics can show you how users land on your site website and their subsequent actions, aiding in the identification of areas for improvement.

The whole process involves detailed user journey mapping first (see step 3).

3. Create user journey maps

User flows differ from user journeys.

A user flow provides directions that guide visitors from point A to point B, like how Ikea provides directions to put together your Flugbröfåvpa desk with just an Allen wrench.

A user journey, on the other hand, outlines how users interact with your site and brand across all touchpoints. That includes the stages, starting from brand awareness, as well as goals, actions and emotions involved.

Check out our user journey vs user flow breakdown for a deep dive.

Anyway, this takes some effort, so it’s fair to wonder if the juice is worth the squeeze.

Well, a user journey or customer journey map helps identify critical touchpoints where users interact with your product, website or app. These touchpoints become the focal points in your user flows, where UX designers can map out and refine the exact steps users need to take.

We’d vote in favor of creating user journeys because they not only help improve these micro-interactions, but they can revitalize the entire relationship a user has with your company.

4. Simplify navigation and reduce click counts from entry points to task completion

Simplified navigation paths keep users focused and help them achieve their goals more quickly. This can be achieved by anticipating user struggles and providing solutions through thoughtful design.

For example, streamlining menu structure and adding breadcrumb navigation, removing unnecessary steps in processes like sign-ups and providing a search function can significantly simplify and improve website user flow.

Poorly designed UI, on the other hand, can stop users from completing tasks and frustrate them to the point of leaving, reflecting the need for simplicity in design.

While all decision points matter, none is more important than where they enter because they’re the first interaction users have with your website or app.

By streamlining navigation paths from entry points onwards you can guide users effectively and create a more seamless user experience.

This is where flow meets your sitemap, learn how they work together to optimize UX design in our user flow vs sitemap explainer.

5. Prototype, analyze user behavior and get feedback

With all that information and insight from the previous steps, you’re well-equipped to build out a revamped user flow diagram for whichever task you’re aiming to optimize.

We’re not going to get into the step-by-step details of how to do that in this post, check out our comprehensive user flow guide for that.

Once you’ve visualized the flow in a diagram, the next optimization step is to actually prototype it and make it real.

As with all things in life, what works in theory, may not work in practice. The best way to understand user behavior is by letting people test out the new flow. That doesn’t mean making it live to all users, testing with a few people and internally can also provide great info.

Utilizing collected data and feedback enables you to identify friction points in user flows that require improvement. By analyzing user actions and preferences, your business can refine user flows to assure a positive user experience and help lower bounce rates.

6. Improve page load times

There are entirely too many websites on the internet to expect any user to wait around for a page that does not load.

It’s not just a small annoyance, slow loading pages kill user flow before it can even start and those laggy pages can wreak havoc on your bottom. A study by digital agency Portent found that "a site that loads in 1 second has a conversion rate 5x higher than a site that loads in 10 seconds".

If you’re selling online, you’ll want to read that quote again and double down on ensuring your ecommerce user flow includes speed optimization.

Of course, loading times aren’t always due to design — the user may just have a slow connection. However, some techniques help increase the accessibility of a site, regardless of the user’s bandwidth.

Things like image optimization and using appropriate file formats and resolutions can significantly reduce load times. Using caching allows your site to store frequently accessed data, reducing server response times and decreasing load speeds.

Here are some great resources to keep users from bouncing due to impatience:

• Cloudflare
• WooRank
• HubSpot
• CrazyEgg

All in all, fast page load speeds are vital for user retention; slow pages cause frustration and higher bounce rates.

Enhancing page load speeds with optimization techniques reduces bounce rates and improves user flow.

Ultimately, improved load speeds contribute to a smoother user experience and positively influence conversion rates.

7. Build personalized user experiences

Imagine a website that remembers a returning user’s preferences and presents the most relevant content or recommendations—this level of personalization keeps users engaged and encourages them to explore further.

How can you tailor user flows in that way?

With data.

Data is currency these days and data-driven personalization makes a big difference in terms of creating experiences that resonate.

As McKinsey found, "71% of consumers expect companies to deliver personalized interactions. And 76% get frustrated when this doesn’t happen".

Medallia, a customer experience management platform, noted "82% of consumers say personalized experiences influence the brand they end up purchasing in at least half of all shopping situations".

Another way to look at it is that personalization encourages users to stick around, navigate further through the user flow and make purchase decisions.

Understanding user behavior through A/B testing (which we’ll cover next) can help you design user flows that are even more effective and personalized.

8. Iterate, A/B test and refine

Optimizing user flows and UX design requires ongoing testing and data analysis. This iterative process involves simplifying complex paths by removing unnecessary steps to remove friction and create more direct pathways as well as improving navigation to facilitate a more seamless user experience.

Some methods to monitor behavior in user flow optimization include utilizing A/B tests, user interviews, surveys and heatmapping tools like Hotjar that show which parts of your page get ignored and where the most attention lives.

A/B testing is a key one to focus on though because it gives you tangible evidence that the changes you’re making to user flows are having an effect.

What exactly is it? A/B testing is where two versions of a webpage or app feature are shown to different user groups to determine which performs better based on specific metrics.

💡Note: the difference should be on one single variable to ensure that any changes in performance between the two versions can be attributed to that specific variable.

By testing these incremental changes in user flows, you can identify the most effective design, ensuring smoother navigation and higher satisfaction on a website or app.
Continuously test, iterate and refine user flows based on user feedback and analytics to keep your website or app at peak user-friendliness.

9. Optimize CTAs and use clear, descriptive labels

People should be able to easily understand what to do on any given page, especially pages related to conversion.

Make your call-to-action (CTA) buttons easy to find and understand. Place them where users naturally look, like the top of the page or at the end of your content.

Use clear, action-oriented labels that tell users exactly what will happen when they click. For example, "Get Started" or "Buy Now" is better than vague terms like "Submit" or "Learn More".

In addition to that, make sure all buttons and links have descriptive labels so users know what to expect. Clarity creates confidence and keeps users moving toward their desired outcomes.

10. Create consistent, intuitive interfaces that help users

Design credit: Paris city guide mobile website design by tubik UX, sourced from Dribbble.

Jumping off from the last point, maintain a consistent layout and design across all pages to help users become familiar with your site’s structure. It’ll help reduce the learning curve dramatically and make navigation more intuitive along the user’s path.

Nothing stops you in your tracks faster than hitting a page that feels like it belongs on another website altogether.

Keep elements like navigation menus, buttons and links in the same place on every page and create the most logical pathways to important content. When users encounter a consistent and predictable interface, they can focus on their tasks without confusion, reducing friction and making it easier for users to achieve their goals efficiently.

Another way to optimize user flows and make them more intuitive is to add tooltips and little navigational cues into your design.

11. Design for mobile-first

Optimizing for mobile is an easy win…and kind of a necessity.

As Exploding Topics recently pointed out, "As of August 2024, people using mobile devices contribute to 61.95% of all website traffic".

Clearly, users prefer browsing the net on their phone so it’s a good idea to prioritize mobile usability in your UX design process.

Start by creating a layout that works well on small screens, ensuring that navigation is simple (a running theme when you optimize user flows) and buttons are easy to tap. Better yet, use a responsive design that adapts to different screen sizes, keeping content clear and accessible.

Avoid clutter by focusing on essential features and minimizing unnecessary elements. When you design for mobile-first, you cater to the growing number of users who access your site on their phones, providing them with a seamless, user-friendly experience that works well on any device.

Tools for user flow optimization

There are a bunch of tools that can assist with various aspects of user flow optimization, from analytics to user flow diagramming to customer journey map building and beyond.

Analytics tools

Getting real insights into user behavior and interactions gives you the info you need to directly improve user flow. Here are some go-to’s:

• Google Analytics — All-around site analytics and user behavior tracking
• Fullstory — Record user sessions
• Hotjar — Heatmaps and surveys
• Maze — Usability testing

Diagramming and design tools

With user behavior analysis in hand, you need a way to map out user interactions and build your prototypes.

• Diagram Maker — User flow diagram, task flow, user journey map and flowchart creator
• Sitemap Builder — User flows go hand in hand with navigation, which is what sitemaps are all about; this tool integrates directly with Diagram Maker above
• Figma — You can build user flows in Figma too, but Figma of course shines for wireflow and design

Together, these tools offer a comprehensive approach to optimizing user flows, enhancing app and website user experience and increasing conversions.

User flow optimization examples

How you bring a user into your website or app matters, which is why nailing your onboarding user flow is a must.

Too many steps and users respond negatively. Too few steps and you may not be getting critical info across to them or collecting enough data to create a tailored experience.

Whimsical balances that nicely with a smooth user flow example which is as speedy as it is thorough.

Want to see more? We have 9 more user flow examples for ya as well as a basic user flow template to get you started.

6 common mistakes to avoid in user flow optimization

When optimizing user flows, it’s important to be aware of common pitfalls that can hinder the effectiveness of your efforts.

Here are some mistakes to avoid.

Overcomplicating the design

Adding too many features, options or steps in the user flow can overwhelm and confuse users.

Not testing with real users

We mentioned you can test internally before but solely relying on internal feedback (or worse, assumptions) without testing user flows with actual users is a no-no because it limits perspectives and misses real-world user behavior.

Overlooking edge cases

Focusing only on the main user flow and ignoring edge cases, such as less common user paths or scenarios. Include flow charts that cater to as many users as possible.

Convoluted sign-up processes

Requiring too many steps or excessive information during sign-up (or entry of a credit card for a trial) may deter users and reduce conversion rates.

Neglecting accessibility

Failing to consider accessibility in user flow design can exclude users with disabilities.

Excessive use of pop-ups

Pop-ups are rarely not annoying, overloading users with them disrupts their experience and interrupts the flow.

Benefits of user flow optimization

First of all, optimizing user flow can significantly enhance your website’s performance. But, more importantly, it enhances the overall user experience, making it easier for users to achieve their goals.

When users find it easy to navigate your site, they’re more likely to stay longer, engage more and ultimately convert.

Long term that very well could lead to greater loyalty.

By minimizing friction, making task completion easier and guiding users towards conversion goals, businesses can create a more intuitive and enjoyable user experience.

Optimize flow across your entire site and marketing funnel and you can see nice ROI gains, boosted customer satisfaction and retention.

Summary

A well-designed user flow makes achieving user goals simpler. That’s it.

By understanding user flow, optimizing navigation paths, personalizing user experiences and making use of the other user flow techniques we laid out here, you can significantly improve user satisfaction and drive conversions.

Investing in user flow optimization not only enhances user experience but also leads to higher retention rates and increased revenue. As you implement the strategies discussed in this guide, remember that continuous testing, feedback gathering and iteration are key to maintaining optimized user flows.

Create a smooth and intuitive journey for users and watch your business thrive.

Frequently asked questions