Your business website is one of your company’s most important marketing and sales tools. This is true whether your business offers online sales, offline sales, or both. According to a 2016 CIRA Internet tracking study, 47 percent of Canadian respondents research products online but buy in store. To ensure your customers can find the information they need to make a purchasing decision, it’s important to create a streamlined, user-friendly navigation system.
The first step in improving your website’s navigation is to remove unnecessary elements. Each page should be clean and clutter-free, so your customers don’t feel overwhelmed or confused. Less clutter also ensures users can spot the most important information and links at a glance.
Internal links are another important part of your website’s navigation. These in-text links connect customers to other relevant pages on your website. If one of your pages discusses a specific product, for example, you might include internal links to price sheets, an item-specific manual, or similar items. That way, you can anticipate the customer’s needs and provide logical next steps.
The final step in creating effortless website navigation is to test each form and process. Each one should be as fast and simple as possible — otherwise, you risk losing visitors. Consider shortcuts that make your customers’ lives easier, such as Facebook signups and logins, Paypal checkouts, and customer service live chats.