It should, then, examine the navigability of the site, and try to optimize it. We can be found in the Google Analytics a section very interesting to meet this objective: General Vision of the content section, click analytics page. There we can see well graphically zones with links (hotspots) where users click, and to what degree do. With this information, we will be able to realize if a link that we want it to be the most visited is inconspicuous, or receives just a few clicks. Confusing structure. Tell your visitors what the purpose of your page, don’t be shy.
It seems a truism truth, but an institutional site, is not the same where what is sought is to develop a communication channel between the company and the community, that a shopping cart, or a site dedicated exclusively to the sale and promotion of products. It should then be reconsidered if the objective of the site is so clear for us and for our visitors. Sometimes I am surprised how many times webmasters are hesitant to say clearly to that site is dedicated. If your goal is to sell say so strong and of course, without shame and without delay. Lose the shyness to announce those fabulous offerings that, surely, your site offers. It is necessary to bear in mind that the success, or not, in the design of the web site is a key factor that will determine much of the performance of the page, and the degree of success or failure that our web promotion actions may have.