6 Easy Ways To Improve Your Site’s Navigation

Stoney deGeyter on
  • Categories: Channel: Content
  • Just about every website has some form of navigation. Unfortunately, not every website’s navigation is good. Most of the time, a website’s navigation is put together by Web designers who know a lot about making pretty websites, but very little about marketing a website or creating a website built for the customer.

    Just because your navigation is built into the site doesn’t mean it’s doing the best job of giving your visitors what they want.

    Navigation can make or break your website’s overall performance when it comes to retaining visitors, keeping them engaged and driving them through the conversion funnel.

    Strong site navigation makes it easy for visitors to quickly find the information that interests them, sans a potentially frustrating “hunt.” It also helps search engines index your important information efficiently and effectively.

    Conversely, poor navigation does more harm than good. It confuses visitors and sends them scurrying for the exit. When they can’t find what they’re looking for, you don’t get the conversion you want, either.

    How To Improve Your Website Navigation

    It Doesn’t Work Until You Prove It

    An easy, effective way to test your site’s navigation is to first browse a competitor’s website. As you do, take notes on what you like and don’t like. Jot down any problems you run across, as well as anything that stands out as being exceptional. Then go back to your own site and perform the same navigation and note-taking process.

    Compare notes between the sites and see if there is anything you can do to make your navigation better. I’m sure you’ll find areas where your navigation is better, but most likely you’ll also uncover areas where your navigation is inferior.

    Of course, an even better way to test is to use your analytics to see how visitors are navigating through your site. Make changes only as you can test them with A/B or multivariate tests to ensure you can implement changes that help rather than hurt your site’s overall performance. Use whatever tools you have at your disposal. Continue to test and tweak to ensure your visitors get the best experience possible and you’re getting the results you want.

    Image credits: maya13 / 123RF Stock Photo, shutterstock.com

    About The Author

    Stoney deGeyter
    Stoney deGeyter is author of The Best Damn Web Marketing Checklist, Period! and CEO of Pole Position Marketing, a leading web presence optimization firm since 1998.