Why Behavioral Metrics Matter
Behavioral metrics are indicators of user behavior that search engines use to determine the quality of a website. They directly affect its ranking in search results. Although the criteria for evaluating these metrics vary between search engines, one thing remains constant: high-quality, useful sites—where users spend time, navigate between pages, and complete actions like placing orders or filling out forms—continue to perform well.
How can we grab the user's attention, keep them on the site, and steer them toward the desired action? Scenario design during site development helps us answer that question.
Before starting the design, it is essential to create a CJM (Customer Journey Map), a map of the user’s journey that takes into account both positive and negative emotions during interaction with the site. This allows us to understand what to do and what to avoid.
Additionally, we thoroughly study the client's business details to better understand the site's future users.
When designing a page—whether a detailed product page or an “About Us” section—we establish a specific scenario to guide the user. Our goal is to ensure that the visitor receives useful information without feeling confused.
One example of applying scenario design is the case study page we created for the IT company OptimalGroup. First, we set a welcoming tone and greet the user with animations on the homepage. Then, we present an overview of the work done on the project. Next, we dive into each task: from developing corporate identity to the most complex and carefully designed aspects of the “About the Company” page.
How User Journey Scenario Design Can Help
When compiling a CJM, we consider all possible site functions. Thanks to this, nothing gets overlooked during development, and no corrections are needed in later stages.
Here are the steps involved in designing a user journey scenario:
- Define objectives and gather every possible detail and constraint to consider when implementing the scenario map and then the UX prototype. This allows us to plan the user's options on the site and create an optimal design. Objectives and constraints provide a complete picture from which various scenarios are developed.
- Describe the main scenario step by step.
- For each step, outline all possible actions by the user and the system. What happens if the desired product is not available in the online store? How do we avoid losing the buyer? If a person sees prices before making a purchasing decision, how do we reduce anxiety and hesitation? What does an unauthorized user see? What if the buyer uses a promo code?
- The entire team works to create a scenario map to reflect the perspectives of different team members and ensure no potential scenario is overlooked. By visualizing the complete set of scenarios, we can understand the logic and all possibilities of the future site.
When a site is developed using scenario design, visitors want to stay and place an order. There are attention-grabbing elements, and the interface is clear and intuitive: the user immediately sees what to open and where to click. The customer finds prices when they are ready to view them. For an online store, if the selected product is out of stock, other suitable products will be offered to the buyer.
Designing a User Journey Scenario in Practice
An example of Toimi’s work in designing a user journey scenario is the multifunctional marketplace we created for our clients. The task was to move to an online format and optimize the purchase of petroleum products. For a project of this magnitude, it was necessary to develop a wide range of possible scenarios.
There can be different types of users: sellers and buyers. We created a step-by-step path and all possible scenarios for each.
The buyer selects the product, shipping method, and region. There may be many offers, so we need to display them so the customer sees everything. Or none may meet all the user’s requirements. How do we warn them in advance that their expectations are unrealistic? We reflect this in the interface and menu design, showing product availability by region. If the product is available in that region, a grey circle appears on hover, indicating the item can be selected. If unavailable, no circle appears and the item is not selectable.
How do we retain a buyer who didn't find what they were looking for? Perhaps an unfamiliar but similar product would suit them. We added a special section to assist with product selection and provide contact information.
Didn't find a suitable offer? We will definitely help you find what you were looking for or suggest a similar product that matches your technical specifications and budget.
Finally, the buyer finds a suitable product and wants to pay. How will they do it? What difficulties might arise? We thought about payment convenience and integration with banking apps.
We also walked through the seller’s journey and created all possible scenarios. How does the seller work with suppliers? Do they feel comfortable? We developed an advertising account where the user needs to log in and select services. We considered every possible scenario in minute detail—for example, if the user wants to change their password, how they do it and what appears on screen?
Scenario design helped us make the multifunctional marketplace convenient for different users and include all the necessary functionality. Customers stay on the site, choose products, and make purchases or sales. By doing so, they make the platform more useful to each other, and we ensure no user is left behind.