You know how your customers are finding you. Perhaps it’s because of your association with travel/tourism sites? Perhaps, because you host a lot of weddings/events? Could it also be due to the number of events, you are associated and attend to promote your product. Does your website navigation reflect how your clients are finding you?
Your navigation should match this experience. If they aren’t able to find the information they need immediately on your home page, chances are they will move on to the next site and you’ve missed a great opportunity to convert this experience into a purchase.
Here are some key factors to consider with your website navigation:
1. BE DESCRIPTIVE, THE NAVIGATION SHOULD BE IMMEDIATELY INTUITIVE
If you do weddings it should be in the navigation. Tourist Tastings for your target market if you see a lot of tourists. You don’t want people to have to click multiple times in a menu to find the content they seek.
2. AVOID THE DROP DOWNS OR EXCESSIVE OPTIONS
Simplicity will encourage prospective clients to remain engaged. If you have too many options or drop downs, it diminishes the user experience and they will leave.
3. LIST BY IMPORTANCE
Your navigation should be listed in terms of importance to your business. Store & Club should be predominant as this drives sales. If a majority of your business is Wedding & Events this should have its own navigation. For any sale items, that should sit alone in the navigation, instead of competing with your regularly priced products.
4. SEE WHAT IS WORKING
Evaluate the data and see what is providing you the results you seek. Make adjustments to the site in areas where you aren’t seeing the traffic or conversions you would like to see, ideally.
There are nuances that may be specific to your business alone and only through this journey will you get to know your visitors and how they interact with you. With this information, you are equipped to cater to your clients in a thoughtful and strategic way, that will create a long-term relationship with you and your brand.