7 Ways To Gain More Customers Through Dead-Simple Navigation

TomE-Commerce TipsLeave a Comment

Let’s face it, people are inherently lazy. If a visitor isn’t able to find what they are looking for right away, they will most likely leave and you will lose the sale.

Users often leave Web pages in 10-20 seconds, but pages with a clear value proposition can hold people’s attention for much longer

According to the Nielsen Norman Group, users often leave web pages in 10-20 seconds. This data is across all types of websites, not just e-commerce, but the facts are compelling: people have a short attention span.

So how can you keep shoppers on your store longer so they will convert into customers? You need to make your store more browsable, and your products easy to find.

In this post, I’ll walk you through 7 techniques to help your shoppers find what they are looking for quickly within your store, so they will engage with your store and keep coming back for more.

1. Top Sellers

source: Amazon.com

source: Amazon.com

The Top Sellers is a list of the top selling products for your store. If you have a larger store, it may make sense to group top sellers by category. When in doubt, many customers will opt for buying whatever is popular with everyone else.

2. Trending Products

The Trending Products is very similar to the Top Sellers, with an emphasis on recent sales. The reason you may need both a trending and top sellers, is the top sellers list has a tendency to favor the longer-lived products. A trending products list is a nice way to see what is popular now as opposed to historically.

3. Customers Who Bought This Also Bought

source:  Amazon.com

source: Amazon.com

The Customers Who Bought This Also Bought approach involves displaying a list of products that are frequently purchased by customers that bought the product being viewed. This approach is a great way to surface items that go together, such as batteries or components.

4. More Like This

source: Teenormous

source: Teenormous

The More Like This approach provides a convenient way for shoppers to navigate across similar products within your store. If the customer doesn’t like the item they are viewing, you can use the More Like This as a way surface additional related products to the customer.

5. Related Product Categories

The Related Product Categories approach is a nice way to cross-promote different product categories in your store. This approach differs from the More Like This approach in that the products you display do not need to be similar the currently viewed product.

You can use a combination of intuition and / or sales history to decide which categories of products will do well by being linked together. The key here is the categories should be things that naturally appeal to the same customer.

6. Recently Viewed Items

Recently Viewed Items involves displaying a list of all products a shopper recently viewed at key locations throughout your site. When a shopper is in “browsing” mode, they may click through a lot of different products before they make the decision to buy. This technique makes it easy for shoppers to find the product again once they decide to buy.

7. Top Searches / Recent Searches

source: Teenormous

source: Teenormous

The Top Searches / Recent Searcdhes approach involves displaying the most frequent / recent searches performed by other customers are performing on the site. This approach is a great way to provide some browsing variety based on the actions of your customers.

NOTE: You should use caution, particularly with the recent searches, to make sure you only surface quality results. Otherwise, you will end up with visitors typing in questionable search terms to try to “game” the system.

Summary

I’ve discussed 7 navigation techniques to help make your store more browsable which should result in more customers and sales. You can use any combination of these approaches to make it easier for your customers to find relevant products to buy within your store.

I’d recommend starting with just a couple of these at first and measure any impact on bounce rate and conversion rate as you go. If you can keep shoppers engaged and browsing around more on your store, you should ultimately see higher conversions and more customers.

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