06 November 2023

Enhancing User Journeys for Non-Transactional Website Outcomes

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Enhancing User Journeys for Non-Transactional Website Outcomes
Matthew RichardsonWritten ByMatthew Richardson

Matthew has been with us from the early days. As our Chief Growth Officer, he has been instrumental in expanding both the team and the services we offer.

Websites are powerful tools that connect businesses with their target audience, and often their preferred channel. While the term “driving revenue outcomes” conjures images of e-commerce transactions, there are numerous websites designed for purposes beyond shopping baskets. These may include reservations, test drives, table bookings, spa appointments, or reserving a tee-off time at a golf course. 

To ensure success in these non-transactional website outcomes, it’s essential to focus on customer experience, user journeys, and touchpoints within the site.

Understanding Customer Experience

Before diving into the technical aspects, it’s crucial to empathise with the end-users perspective. Customer experience is the cornerstone of any successful website. To enhance it:

  • Know Your Audience: Understanding your target audience’s needs, preferences and pain points is fundamental. Different audiences will have unique expectations and desires. Tailor your website accordingly.
  • Clear and Engaging Content: Well-crafted content can make or break the user experience. Ensure that your website provides clear, concise, and engaging information about your services and how users can benefit from them.

Optimising User Journeys

User journeys refer to the path a user takes on your website to achieve a specific goal. In the case of non-transactional websites, these journeys are critical.

  • Simplify the Process: Keep the user journey as straightforward as possible. Reduce friction by minimising the number of steps required to complete the desired action, whether it’s booking a spa appointment or reserving a golf slot.
  • Seamless Navigation: Ensure your website has intuitive navigation. Use a well-structured menu, clear labels, and logical flow. Users should easily find what they are looking for without frustration.
  • Mobile Responsiveness: With many of the visits to sites now on mobile devices, it’s imperative your website is responsive. The user journey should be equally smooth on smartphones and tablets.

Optimal Touch Points

Touch points are interactions between the user and your website. In the context of non-transactional outcomes, these interactions play a pivotal role:


  • Calls to Action (CTAs): Strategically place compelling CTAs that guide users towards their goal. These CTAs should stand out, with concise and action-oriented text.
  • Contact Information: For services like spa appointments or table bookings, it’s essential to provide clear forms. Also include a prominent ‘Contact Us’ section with phone numbers, email addresses, and possibly even a live chat option for immediate assistance.
  • User Feedback: Encourage user feedback and reviews. This not only helps in improving services but also builds trust among potential customers.
  • Social Proof: Displaying customer testimonials or case studies can help establish credibility and reassure potential clients that they’re making the right choice.

In Summary

While some websites may not be focused on shopping carts and sales, they are equally vital for businesses aiming to deliver services and experiences. 

The key to driving successful outcomes on these sites for non-transactional website outcomes lies in prioritising customer experience, optimising user journeys, and leveraging strategic touch points. By doing so, businesses can create websites that not only serve their customers but also contribute to their growth and success.

If you’d like to find out more, why not get in touch for a free workshop and see how we can achieve some of your business goals within the time. Book a free 2.5 hour workshop alternatively you can also request a short meeting.