Effective Website Navigation Menu to Increase Conversions
For an ecommerce store visitor, perhaps among the most important website tools are the search bar and the navigation menu. A potential customer who visits your online store will most likely have an idea of what they are looking for and what you are selling. Those who will use the search bar are the ones looking for a particular product’s type, brand, or SKU number. On the other hand, there are those who want to see the variety of products you offer, or only have a general idea of what they are looking for (e.g. boots, sunglasses, etc.). These website visitors will head to the navigation menu, where they will probably see the product categories, such as brand and color.
In this case, the navigation tool of ecommerce websites should be designed or customized to be customer-oriented, catering to their unique and changing needs and preferences. An optimized website navigation menu is important in generating significant ROI and website conversions. Think about it: if potential customers can easily find exactly what they are looking for in your ecommerce website, or if they can easily navigate through your product offerings and categories, then there will be more chances of high conversions. And if they can’t find what they need, then a high bounce rate will be reflected, along with low conversions.
Here are some ways that can help keep your online customers satisfied and increase conversions through a customer-oriented navigation menu.
1. Consistency and User-Friendliness
An effective and well-implemented website navigation tool should be user-friendly, but at the same time, innovative. The navigation menu should be easy to find, but also does not get in the way. The most important element here is consistency – in user experience as well as in user interface.
Consistency in user interface (UI) means that the navigation menu doesn’t look out of place in the context of your website. Consistency in user experience (UX), meanwhile, means that the navigation menu in all your website pages must be consistent: same position, same elements, same navigation options. While modifying your navigation menu to be unique and to match your site, there should still be some standard elements to be retained so it’s still familiar and not confusing.
2. Target Market
Your ecommerce navigation tool should also be modified according to your target market. Navigation elements should apply to the kinds of product or service you offer. For instance, if your online store sells apparel, then customers will most likely categorize items according to color, brand, size, etc. Those who are shopping for car parts, on the other hand, will need entirely different categories. Installing analytics on your website helps too, as it monitors and shows you how your website visitors use your navigation menu – which features are used the most and the least. Asking for customer feedback through your contact details and surveys can also work.
3. Streamlined Purchasing Process
After implementing an integrated, user-friendly, and consistent navigation tool that effectively caters to your customers’ needs and preferences, the buying process is probably the most crucial part. After all, it’s the final step that leads your customers to conversion.
The buying process should be simple with no distractions. There should be no unnecessary options in the navigation menu that can potentially confuse buyers and hinder them from proceeding with their purchase. A very effective feature to increase conversions is the “Add to Cart” or “Buy Now” buttons that should be present in all the items’ pages, or even in the general product page, beside the item. This way, customers can choose to skip the item page altogether, and proceed to buying the item/s they need.
Among the many factors to consider in having an effective, user-friendly ecommerce website, keeping these tips in mind can make a big difference, especially when it comes to increasing conversions.