Glance back at your internet browsing history. Take a trip through that list of websites you recently visited, and think back to your mindset in those moments. Why did you visit each site? What were you looking for? Did you find what you needed?
This is a useful exercise for marketers because it immediately reminds you of the basic reason we all visit websites: information and answers.
In 2016, user experience consultancy Nielsen Norman Group analyzed 215 visits to 45 websites, measuring visitors’ success at finding what they sought. When those visitors failed to meet their goals, the group analyzed why. The visitors failed because they didn’t find the answers to their questions, so they gave up at completing their tasks.