Simple Website Navigation
Use clear navigation menus, keep the layout tidy and simple, and make sure all the important information is easy to find. For eCommerce sites, this means attractive product presentation and easy payment flow. Your site should be dictated by logic so that the user can intuitively find where they want to go.
Appropriate product classification and choice of top menu categories are also essential to improving website navigation. You want the most important – or maybe even the most popular – product categories to be the ones that are foregrounded.
If you are selling first and second-hand items, these two options need to be available immediately as top menu categories. The same logic applies when you are selling men’s and women’s clothes, for example.
Top menu categories need to reflect the decision that the customer makes early on when deciding what they want to buy. Eye-catching call-to-action (CTA) buttons should also help direct consumers to your site’s main offer(s). Ultimately, your job is to guide users through their journey to finding a product.
Simple additions, such as products filters and search bars, can also be all-important to the user’s decision to stay on or click off your site. In other words, the difference between a sale and a missed opportunity!
Make sure that you use effective typography; poorly designed text can be a real hindrance to a good user experience. Use an appropriate font size and style, whilst taking care with spacing and alignment. Most importantly, make use of clear and concise headings.
Headings, bullet points, and numbered lists will help guide your reader through the website and make your content easy-to-skim. An unformatted block of text that is not broken up in any way is a visual turn-off and may discourage the user.
On your product pages especially, you need to concisely highlight the USPs, benefits, and key features of your products. These formatting techniques allow you to do so.
Although you will carry out these changes on desktop, you will need to remember how your content will look on mobile. Taking a smaller device-width into account, for example, you must ensure that you do not put too much copy above the products on a category page.
If you do, a user will have to do far too much scrolling to get to the products. In turn, you are likely to lose customers who find it difficult to navigate or purchase items on a small screen.
If you want to supply additional copy to target keywords for SEO purposes, it’s as simple as putting added the copy below rather than above the products (e.g. using an accordion-style FAQ section).
You must always make sure that you are not sacrificing SEO for UX – both are important, so you will need to find a happy medium.
Utilise White Space!
Remember, empty white space is essential to your website design. Your website needs to be packed with engaging and unique content, but this content also needs to be allowed space to breathe. According to Crazy Egg, white space around your content increases user attention by 20%!