Improving site navigation 'can increase conversions'

11/07/2008

Companies who make an effort to enhance the navigational structure of their websites could reap benefits in the form of increased customer conversions.

This is according to Yahoo! marketing communications manager Roger Park, who said on the company's Search Marketing blog that improving navigation is one of the key ways of maximising conversions from ad click-throughs.

"Try to see your website through the eyes of your visitor," he explained.

"If it's too confusing and messy, users may get turned off by the bad experience and leave your site. So, keep it clean and clear."

Some of Mr Park's tips for refining website navigation include creating a clear pathway to the product or service that the prospective customer was looking for in the first place.

Companies should also refrain from adding too many navigation layers between the landing page and the item that the web user is searching for, keeping these to a maximum of two.

Furthermore, placing non-commercial below the fold can aid those for whom a sale is key in the conversion process, Mr Park said.

According to Corbin Ball of 4hoteliers.com, it is advisable to keep the navigation scheme consistent throughout the site to help web users to know where they are and where to go.