Getting from A to B with intuitive navigation

    By Amy Montague, Thursday 21 March 2019

    There are a few basic rules you must follow when producing and maintaining a successful website. It must be clear, cater to your audience, have call-to-actions (CTAs) and be updated on a regular basis, to name a few.

    Most of these are fairly self-explanatory and are implemented during the construction phase. However, there’s one area which truly separates the best websites from the rest: customer-focused intuitive navigation. It’s easy to have all of your individual website building blocks functioning, but what happens when they are used simultaneously in a customer journey?

    This is where flimsy websites fail, negatively impacting conversion rates, sales, revenue, increased bounce rates, Google rankings and cart abandonment. This is particularly bad for e-commerce brands, as they let down their customers and lose revenue.

    According to a study published by Engine:

    “[Customers] are feeling increasingly let down by online shopping experiences which are hard to navigate, not intuitive enough, and poorly designed for mobile browsing.”

    In fact, 92% of the women in this study stated that they use mobile devices to shop or browse online, with a shocking 58% of them being let down due to poor navigation. Female users specifically highlighted their desire for a more intuitive shopping service, which is fully optimised across mobile devices.

     

    Lost and found

    A strategic approach to improving a website's informativeness and clarity is key to enhancing intuitive navigation. Here are five ways you can achieve it:

    1. Minimise flyout or drop-down menus on mobile – these block up smaller screens and prevent customers from progressing on their customer journey.
    2. Check broken links – Annoyingly, as new content is added and old content removed from your website, broken links occur. Find and resolve them as soon as you can.
    3. Mobile worthy – Does your site render correctly across all your popular devices? If not, you could be losing millions in revenue.
    4. Surplus or incorrect options – Your site should respond to a specific customer journey and present similar options. For example, if your customer is searching for work trousers, an online experience tailored to fedoras is unlikely to satisfy them.
    5. Are your users lost? – Ensuring that your customers are aware of the stage they are on a website or customer journey offers the choice to go back and change specific options, instead of starting again.

    Ultimately, reviewing your intuitive navigation strategy on a regular basis helps online customers perform more conversions and contributes to your online traffic and success. Download our free 'Ultimate web testing checklist' and start maximizing your digital performance now.

    Amy Montague

    Amy Montague

    As one of the Marketing Executives for Digivante, Amy provides and reviews most of the copy and visual content for Digivante. Amy has a natural flair for the creative and introduces aspect into her marketing role.

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