The fine art of digital selling involves quite a few steps of attracting visitors to your site (through strong SEO strategies) and keeping their interest alive long enough to convince them to go for your respective call-to-action (content). The bridge that allows site visitors to cross over from initial interest to sustained excitement in using the site is navigation. This element is vital alongwith SEO strategizing (to attract web traffic) and developing engaging content (to help convert visitors to sales prospects).
Once the visitor has been attracted to the site to read through the content, he or she will also be influenced by the degree of ease offered by various ancillary elements such as usage of eye pleasing color combinations, navigation and user interface. Taking care of the navigation will ensure a fantastic response to call to action in your webpage and prevent abandonment. Here are a few ways you can ensure a good navigation experience for you site visitors –
1. Incorporate navigation in planning
Delivering a superb navigation experience needs focus from planning stage itself. Cutting down on load time, keeping an un-cluttered layout and having cross device consistency are key drivers that help eliminate webpage abandonment and better chances of sales conversion
2. Simplicity and clarity is the key
Keeping navigation through menu elements entails paying attention to smaller details that doesn’t leave a visitor dissatisfied. Keep different on-key color themes to let a visitor easily distinguish between hover, disabled or active menu element. Also do not go to more than 3 levels deep in categorizing information under menus and sub-menus. Also make sure that the menu items are prominently displayed at proper place. The current standard is keeping menu elements on the top right corner just above the banner graphic/text.
3. Focus on linking
Ensure that links are accurate, organized, relevant and related. In case of blog posts or discussions on a particular topic, readers can be kept interested with ‘related posts’ that links to other posts with a similar theme or line of discussion.
4. Ensure any-page navigation
An industry standard best practice is to ensure that visitors can go to any page in the site from any page. Keeping a standard tile of menu items at the top will be a great idea. Also many experts advocate the use of company logo at the top left corner to be used to link to the home page.
5. Be consistent
Uniform color theme, design and font style on all the webpages goes a long way in providing a confusion-free website surfing. Imagine going from a grey-blue theme on one page to a pink-orange theme to another. While variety is a spice of life, it certainly doesn’t hold true for webpages within a site.
6. Keep user friendliness as the end goal
Use easy to understand terms and words so that visitors can easily find the desired information without wasting unnecessary time. For instance, a menu element ‘team’ can be re-worded to ‘Meet the team’ so that the visitor knows what to expect upon clicking on the link/button.
Navigation is the key to great user experience, prolonged site stay and increased chances of sales closure. Follow these simple steps and your website will not let your marketing efforts down.