It is probably one of the most used and conspicuous buttons on a web page. It is an automatic route to the previous page viewed and very often overlooked by web designers in terms of its importance.
They build back links into the pages they are designing and without integrated logic that pinpoints where the client has come from these links are a waste of time. You don’t know the route the customer navigated through your website. Web surfers invariably scan or skim a web page without looking too closely at it. If something interesting or eye catching does not grab their attention they instinctively hit the back button and return to their previous point of reference.
Magento Web Designers can unknowingly impact either positively or negatively on this process. They may consciously leave out the back button or hide it in a less conspicuous place to deter the surfer from leaving. Some designers even enable sites to open in a window without controls in an effort to prevent the surfer from leaving, but this can be frustrating and irritating for the user as it makes the site less user friendly. If customers feel hemmed in or in a cul de sac they will simply leave and not return. The clear message from this scenario is not to hide or dispense with the back button. If your web pages are visually attractive and textually interesting and compelling the user will not even consider the back button – but will stay on the page. You must remember that the back button facility is essential and you can use its positioning on the page to your advantage by placing your click-able logo close by. If other text elements at the top of the page are also click able, users can find somewhere useful on your site to visit should they mistakenly click on the wrong button as the back button. A ploy to encourage your customers to linger longer on your site is to provide details on how to search on the pages when they arrive from a search engine. The method in the madness is to ensure that the presence of the back button has a positive impact on your customers and your web pages will decide that issue depending on their visual and textual attraction.