Over 50% of visitors will use the navigation menu to orient themselves after landing on a website from a referral. Given the significant use your navigation menu is likely to see, it pays to put a bit of extra effort to get it right. You might also think that with the trend heading towards personalization, more of your product catalog would be exposed to shoppers. The truth is quite surprising: data indicates that up to 80% of your catalog can remain unexplored. Here are a few tips on how to set your site navigation up to ensure your shoppers can navigate down to products in the easiest way.
- If you have a very small product catalog. It makes more sense to work on creating as flat a category structure as you can. If you do list more than a 100 products then a nested category structure might be necessary.
- Give your shoppers an easy to understand reference point. Group your collections under some high level parent categories. Try using category names that are descriptive of the the products listed below instead of basing it on things like gender and so on. These can always be given out as filter options.
- While it may be tempting to come up with creative ways to describe your collections in the top menu, don’t go for something too fancy. You want people to be able to quickly understand what you’ve mentioned without having to think about it too much.
- In addition to creating collections based on the product type, you should also consider creating curated collections around different themes. For example creating a “Summer Essentials” collection just before Summer kicks in. This will help in promoting the collection as well.
- Create separate collections for other key sections: “new arrivals”, “offers” etc…
- Add an element of personalization into the top menu as well. If your shoppers are logged in you can change your “Offers” collection to include the shopper’s name. At the very least, use pronouns in this category name to make it feel more personal. You can also curate a collection based on a common shopper attribute like gender or location and include the shopper’s name in, for example “Andy’s Amazon”. On a side note this is something that Choice AI can definitely help you with.
- It’s quite likely that you may have some sub categories that fit into different parent categories. When that happens make sure you list it under both the categories
If the number of products in a category is quite small, there’s no need for subcategories… the rest of the information can be given out via filters.