Not sure what the technical UX term might be, but I have been using the term "bifurcation" to explain back to clients what they are asking. Here's the crux:

Landing page needs to present two options; Content hub (primary goal) and Shopping experience (ultimate goal).

The content hub is where a user can consume different media types and engage with the "brand", eventually ending up in the shopping experience at their time of need.

The shopping section of the website exists on separate URL.

What's the best experience for this? Couple thoughts:

  • Create an initial wall where the user make the choice. This seems jarring and unexpected. Could deter users from going further. But the choice is plain and obvious.
  • Bring the users into the content hub experience and create a way for users to "choose" to shop (utility nav link, promo on the page, etc.).

Thoughts? Thanks.

  • 1
    You can't label primary and ultimate as goals, only one option can be your primary, everything else is secondary. Your primary is the PURPOSE of your website, and if that is selling then that is your raison d'etre and what you should focus on, by not doing so you invite confusion - hence your post. – DarrylGodden Jan 18 at 9:21
  • when you say primary and ultimate, are you talking about order? Because primary and ultimate would actually be the same, kind of what @DarrylGodden says – Devin Jan 18 at 22:59

It sounds like the interaction must flow through the content experience where the user will be exposed to enough content that they make a purchasing decision.

The ecommerce aspect needs to exist in a seamless way from the content experience which in pretty much all ecommerce models I know is the same thing, or at least very similar.

"Bring the users into the content hub experience and create a way for users to "choose" to shop (utility nav link, promo on the page, etc.)."

Yes, this sounds like the interaction.

  • Thanks. I realize that we cannot have two goals in the experience, but needed to explain that to the client. I think we got it figured out with a focus on the content hub and allowing plenty of opportunity within the content to get to the shopping experience. – Hellbotica Feb 13 at 17:08

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