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eCommerce Marketing: 6 Ways to Improve Website Navigation

 

The website experience for your eCommerce brand is essential for success. If you don't nail each element, you lose out on potential buyers and may not attract devoted customers who buy from you again. The website navigation sometimes gets overlooked for other design changes, but if users get frustrated getting around the site, they're not likely to be in a buying mood. Use these six ways to fix common eCommerce navigation problems and keep your customers happy.

1. MOBILE OPTIMIZATION

Many people use their smartphones to help with their shopping. The navigation that you put together for the desktop version of the website may be overwhelming for a mobile user. Create a mobile-optimized option that presents the most important information first. Aim for a user interface that looks good on smartphones and tablets, rather than trying to size down the desktop navigation.

2. IMPROVE YOUR MICROCOPY

The words and phrases that label your navigation bar and related elements have a powerful effect on how easy it is to get around the site. You only have a handful of words to work with, so make them count. Focus on succinct and clear terms that let the customer know what to expect when they click. If you aren't sure which words work the best for your navigation, look at the site searches and keywords your customers use. This data shows you what they're looking for when they get to your site, and they expect similar verbiage when they get here.

3. TEST FOR USABILITY

Conduct usability tests with a broad range of users that fall in your target audience. You don't want to rely on your own perspective to determine whether the eCommerce navigation makes sense. Hear it straight from the users' mouths to discover problems that you may not consider on your own. You can reach out to current customers to get their feedback on your eCommerce site, use heat map software to track mouse movement and clicks or set up tests that combine the user feedback with screen captures.

4. KEEP THE NUMBER OF CLICKS LOW

How many clicks does it take the user to find what they're looking for? If they have to search through subcategories and child pages, they're going to end up frustrated with the process. Keep this number as low as possible and look for ways to streamline your navigation.

5. USE A LOGICAL CATEGORY STRUCTURE

Develop your navigation and category structure so that each menu naturally flows into the next. It makes sense to offer different book bag styles under a book bag menu option. These will be out of place if you put them under lunchboxes. The structure should be intuitive and easy to understand for the typical person visiting your website.

6. AUTOCOMPLETE SITE SEARCH

Your customers don't always remember the exact name of a product, so strict search bars make it hard to filter through your available products. An autocomplete or autosuggest option helps these users get right to the items that they're looking for. You want to cater to this demographic in your navigation because they're often close to making a purchase decision.
 
No one enjoys getting lost during their shopping trip, even when it's online. Overhaul your eCommerce marketing by putting together navigation that guides them reliability through your pages. They get to find exactly what they're looking for, and you gain another happy customer.
 
Learn more about eCommerce marketing with this recent blog post on 7 tools for your eCommerece website.
 
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