Better Website Navigation & Menu Design

Video summary

Get practical insights from experienced ecommerce consultants for improving your website navigation and ecommerce menu design. On this video masterclass you’ll learn:

1. What’s important for an ecommerce header & main menu and why
2. Good practice tips based on experience
3. Examples from other retailers for inspiration

The following topics are covered (timings in brackets):

1. [2:00] Using a prominent search bar
2. [3:35] Providing simple, smart menus
3. [6:55] Making it easy to access Customer Services
4. [9:10] Aligning your hierarchy with the shopper decision tree
5. [11:40] Providing quick access to useful features
6. [13:32] Using a persistent mini-cart
7. [14:55] Enabling the user to control what they see
8. [16:15] Providing USP and key service messaging
9. [17:35] Adding simple personalisation
10. [18:45] Handling requirements for International sites

Key take-aways:

• Keep it simple and use concise language to speed up decision making for your customers
• Make sure you consider and test the main navigation sections and links

Are you interested in expert advice and guidance for your ecommerce site navigation?

Related podcasts

• Ecommerce content management
• How to improve site performance and page speed

Ecommerce context & trends

Ecommerce sites need to ensure website navigation is easy for shoppers to use. A famous study that pointed to the adverse effects of choice was conducted in 2000, and the subject was jam. Researchers found that more people purchased jam when there were fewer options available.

Menu design plays an important role, putting the most important elements in familiar places increases navigation efficiency. According to Baymard Institute, 34% of mobile ecommerce sites do not offer “thematic” product browsing, making it difficult for users to find what they are looking for. Smashing Magazine conducted a study to find out whether sticky ecommerce navigation bars were really better; they found that Sticky menus were 22% quicker to navigate.

A failure to make the most of your website’s navigation can result in a poor customer experience and lost revenue. The most common shopper frustrations are:

• Poor UI design, so it doesn’t function smoothly
• Confusing hierarchy
• Choice paralysis – too many options
• Navigation not optimised for mobile and tablet

Having worked with ecommerce teams and agencies to improve site navigation usability and content, in this video James & Paul share insights on what to watch out for and how to improve results.