When we talk about an effective website navigation functionality we usually mean one important characteristic – ability to make shopping convertible on our site.
Today customers expect only instant and intuitive access to products and lightning checkout. Otherwise, they will not hesitate to leave you without purchases. And no regrets, don’t be naive.
Fortunately, we have some benchmarks indicating the necessary level of service, which leaves you a chance to stay afloat or even prosper, perhaps. Here are just few of them:
- Back in 2007 Amazon discovered that every 100ms of latency cost them 1% of sales;
- People spend only 5 minutes on shopping out of every hour spent online, according to Experian Marketing Services;
So, these stats convince that an effective shopping is to be convenient, intuitive, persuasive, and fast. An efficient navigation is undeniably very important in this process as it takes the majority of the purchasing time.
The Fundamentals of the Effective Website Navigation
Visitor should Easily Find the Website Navigation
As shoppers are impatient they should immediately locate navigation tools and be able to use them instantly.
Website Navigation should be Consistent
Place navigation tools on every page of your site and do not change their design very often. This makes users get accustomed to their interface and understand their functionality clearly.
Do not Use Multiple Navigation Options
Multiple navigation options confuse customers and force them to leave your site, as usually people do not have much time to run through numerous options, while they want just a simple choice.
Use Generic Design for Your Navigation
Customers better perceive a familiar design of navigation elements, but try to clearly differentiate them from each other, as similar visualizations may be confusing and lead to the abandonment.
Keep Your Visual Support Realistic
The pictures used should clearly represent the supported options and naturally comply with surrounding design.
Minimize Information Access Costs
When visitors switch from one piece of information to another, it always requires some mental efforts from them. In this case, you should make this process as smooth as possible avoiding any unnecessary actions, including returns to the main menu or just page reloads. But avoid positioning multiple navigation options too close to each other or you will create an overwhelming clutter on your site.