improving website navigation
TRANSCRIPT
Improving Website Navigation How re-designing website navigation increased conversions by 50%
Improving Website NavigationHow re-designing website navigation increased conversions by 50%Join the conversation @invesp#invespCRO
Your Speakers
Khalid SalehCEO
A recognized expert of marketing strategy, Khalid has been a frequent guest in key media outlets, including CNN, BBC, SKY, France 24, MSNBC, New York Times, National Public Radio, and more. He is an in-demand speaker who has presented at marketing conferences across the globe. Ayat ShukairyCo-founder, Managing Partner
400+ conversion optimization projects, She has worked with some of the world top brands such as, 3M, OReilly, the Special Olympics, Discovery, helping them increase online revenue by creating successful marketing campaigns.
Which design works best?Category page design
Austin, TX 1995SEOPPCSocialEmailOther
33%
33%
33%A/B/C
Hypothesis: Providing customers with sufficient scent to increase buyer momentum increases conversion and reduces visitor uncertainties
The control:
Subcategory List ViewSearchTop NavThe control
Variation 1:
Removed product display bannerVariation 1
Variation 2Variation 2:
Removed product display bannerAdded left navigation
Variation 3Variation 3:
Removed product display bannerAdded product carouselAdded left navigation
Side by side look1230Audience Question:Which design generated the most sales?
The winner50% Increase inwebsite conversion
3The results
50% Increase in overall website conversion rate
Other numbersWhat do these numbers tell?With several conversion goals on a single page, you should start by prioritizing the different goals and determining the primary conversion objective of the page.The primary conversion goal on a page drives all of its elements. Goals that distract visitors from the primary conversion goal should be reworked or removed.Conversion goalsThe winner50% Increase inwebsite conversion
3Audience Question: Why do the left navigation and product carousel increase scent and buyer momentum?
What problems do you see on the page?
OldCategoryPriceBrandRating
NewCategory BrandPriceCapacityColor/FinishWidthRatingHightOperational featuresDepthEnergy CertifiedEco OptionsThe new left navigation with filtration options increased conversion ratesAudience Question: Is providing visitors with a left navigation the solution to increasing scent on a website?Improve buyer momentum by enhancing usability and increasing navigational options will help visitors better pick up scent and undoubtedly increase conversion.Buyer MomentumLimits buyer momentum to a subcategory grid view.
Scent is reduced tremendously with a reduction of ways to refine search.
Large product display banner taking up much needed real estate on the page.The control
Consider the visitors eye path and what they are expected to do next: is there sufficient buyer momentum to move forward?Reducing scent to a single outlet ignores the different type of website visitors in terms of personas and buying stages Reducing ScentHigh Pre-product page abandonment rate
visitors are struggling to find productsTrust & confidenceFUDSThe control
Product to category page view ratio was lowvisitors are jumping around categories The control
New designsWe introduced new ways for the visitor to navigate further downLeft navigation +Product carousal Left navigationProduct carousal
123Results
50% Increase in overall website conversion rateDecision was made based on understanding visitor behavior + visitor dataWith several conversion goals on a single page, you should start by prioritizing the different goals and determining the primary conversion objective of the page.The primary conversion goal on a page drives all of its elements. Goals that distract visitors from the primary conversion goal should be reworked or removed. Improve buyer momentum by enhancing usability and increasing navigational options will help visitors better pick up scent and undoubtedly increase conversion.Reducing scent to a single outlet ignores the different type of website visitors in terms of personas and buying stages SummaryMore informationAmazon.com