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:
- Minimise flyout or drop-down menus on mobile – these block up smaller screens and prevent customers from progressing on their customer journey.
- 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.
- Mobile worthy – Does your site render correctly across all your popular devices? If not, you could be losing millions in revenue.
- 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.
- 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.