Optimizing site navigation for E-commerce SEO





Blog Date

May 27, 2024


UK, Manchester

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Optimizing site navigation for E-commerce SEO

Optimizing Site Navigation for E-commerce SEO: A Masterclass

You walk into your local grocery store, on a mission to gather the ingredients for a new recipe you’re eager to try. As you make your way through the aisles, you easily locate the rice, chicken, and potatoes – your staple items. But then you spot an unfamiliar spice: saffron. No problem! You quickly navigate to the spice aisle, find it alphabetically organized on the shelf, and head to the checkout, your shopping trip a breeze.

This seamless in-store experience is what e-commerce brands strive to replicate online. While the digital shopping journey may lack the tactile delight of browsing physical shelves, savvy e-commerce companies understand the importance of crafting an intuitive, user-friendly navigation experience. After all, when customers can’t easily find what they’re looking for, they’re likely to abandon your site altogether.

As the team at DynamicYield explains, “In many regards, the eCommerce experience mimics that of brick-and-mortar shops. Users can browse through available inventory, typically accessing items they’ve purchased before with ease and comparing similar products before finalizing a decision. However, digital shops have a challenging task at hand. Unable to fully replicate the in-store shopping experience where consumers often take their time to interact with dozens of products, online shopping tends to be very transactional.”

To remedy this, e-commerce brands must prioritize the personalization of the shopping experience, ensuring users remain engaged. From the imagery and button colors to the homepage banners and cart page design, every decision impacts how long a shopper stays on your site and whether they’ll complete a purchase. But it’s not just the visual elements that matter – the organization of your site can make or break your business.

As the DynamicYield article emphasizes, “Not only will a well-designed site ease the overall shopping experience, but when done right, it will also increase your primary metrics.” In other words, optimizing your site’s navigation is crucial for boosting search engine rankings, reducing bounce rates, increasing pageviews and time on site, and driving more conversions.

So, let’s dive into the key elements of navigation optimization and explore how e-commerce brands can create an exceptional, user-centric experience.

Crafting the Perfect Navigation Menu

The backbone of your e-commerce navigation strategy lies in the header – more specifically, how you present your menu. The two most common formats are horizontal and vertical menus, each exposing a handful of your top product categories.

While web designers have long debated the optimal approach, the truth is, there’s no one-size-fits-all solution. What works well in one context may not be as effective in another. And this holds true when considering the differences between desktop and mobile experiences.

When it comes to structuring your navigation, clarity and conciseness are paramount. If your product inventory is vast, a menu bar consolidated by category type is essential. As DynamicYield notes, “34% of mobile e-commerce sites do not offer ‘thematic’ product browsing, making it difficult for users to find what they are looking for. Therefore, brands should aim to display a few, top-level categories rather than overwhelm shoppers.”

Of course, there are exceptions to this rule. If, for example, you only sell hats, it may be more intuitive to categorize your menu by hat type rather than a single, broad “Hats” option. Likewise, if you know your customers primarily shop within a specific product category during a certain season (think: boots in the winter), it’s wise to restructure your menu to prioritize this section.

Determining how to showcase sub-categories within your navigation menu is another essential consideration. Two primary approaches are the tiered navigation and the mega-menu:

  • Tiered Navigation: This allows users to make a single, simple choice by limiting the list of categories and options to choose from.
  • Mega-Menu: This approach presents an overwhelming sea of possibilities, which risks causing “choice paralysis” in users.

Again, there’s no universal “best” method – the key is to test both experiences and their iterations to see what works best for your average visitor and different audience segments.

Optimizing the User Journey

Beyond nailing down your main navigation layout, e-commerce teams have several other decisions to make to enhance the user experience.

For starters, DynamicYield highlights the importance of “sticky” menus – fixed menus that help users navigate through pages on your site. These should always be visible to users as they browse and scroll, simplifying the overall shopping experience.

The design of your menu options can also impact navigation. From button colors and fonts to the size of sorting menus, every detail can affect how easily users can traverse your site. Testing different looks, colors, sizes, and styles will inform which variations work best for your brand.

Two primary menu styles to consider are hover pop-down and click pop-down. The former expands the menu when a user’s mouse hovers over it, while the latter only opens the menu upon click. As with other navigation elements, A/B testing is key to identifying the optimal approach.

DynamicYield also suggests that brands with tiered or mega-menus can use the expanded menu real estate to showcase personalized product recommendations, further enhancing the user experience.

But the navigation optimization journey doesn’t end at the header. The footer of your site also presents an opportunity to guide users to additional pages of interest, encourage email sign-ups, and establish credibility through privacy-related information.

“Consider displaying links to popular category pages in the fixed footer of your site so users can easily access additional site areas if they’ve reached the bottom of a page,” advises DynamicYield. “In addition to facilitating the product discovery experience, building a more comprehensive footer can positively affect your site’s SEO.”

Navigating the Mobile Experience

As more shoppers make purchases on mobile devices, ensuring a seamless navigation experience across both desktop and mobile is crucial.

DynamicYield notes that mobile and web navigation experiences often vary, with design elements like menu placement, fixed vs. hidden menus, and vertical vs. horizontal layouts requiring careful consideration. The team also highlights the potential benefits of incorporating a hamburger menu to maximize mobile real estate.

“If breadcrumbs don’t fit well on a mobile screen, consider using category banners to drive users back to the main category page when browsing a PDP, for example,” the article suggests. “This will encourage them to continue discovering products rather than abandon the mobile site or app if the product in view doesn’t suit their interests.”

Other mobile-specific optimizations may include incorporating icons instead of text, testing different CTA button messages and colors, encouraging app downloads for a richer shopping experience, and supporting mobile payment options like Apple Pay.

Real-World Navigation Optimization in Action

The principles of navigation optimization aren’t just theoretical – e-commerce brands are putting them into practice with impressive results.

DynamicYield shares the example of a leading sports and outdoor brand that struggled to find the right balance between promoting full-priced products and items on sale. By using affinity-based targeting to highlight “New Arrivals” for customers more inclined to purchase at full price and the “Sale” menu item for budget-conscious shoppers, the brand was able to maximize returns.

Another customer in DynamicYield’s portfolio, a leading beauty brand, grappled with whether to showcase brand names or product categories in their primary navigation. Through testing, they discovered that new users preferred navigating by familiar categories (lips, eyes, foundation, etc.), while returning users gravitated toward brand-specific product listing pages. As a result, the brand tailored the navigation experience to cater to each user type.

These case studies highlight the importance of continuous experimentation when it comes to e-commerce navigation optimization. There’s no one-size-fits-all solution, and brands must be willing to test, analyze, and iterate to create the optimal experience for their unique audience.

The Path to Navigation Mastery

Optimizing site navigation for e-commerce SEO is an ongoing journey, not a one-time task. By staying attuned to industry trends, user behavior, and the latest best practices, MCR SEO can help your e-commerce brand navigate the ever-evolving landscape and achieve long-term success.

From conducting in-depth audits and implementing data-driven optimizations to testing innovative navigation strategies and monitoring performance, our team of experts will work tirelessly to ensure your customers enjoy a seamless, enjoyable shopping experience – one that keeps them coming back time and time again.

So, if you’re ready to take your e-commerce navigation to new heights and unlock the full potential of your online business, reach out to MCR SEO today. Together, we’ll chart a course for e-commerce domination.

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