Like having a clear map or GPS when driving to your destination having effective website navigation is essential to a successful website. A proper navigation isn’t just about a making a collection of interlinking pages; its about intuitive pathways guiding your visitors to what they are seeking.
Proper navigation can lead to improving time people spend on your site to boosting conversions. This makes navigation the cornerstone of an optimized, user centered, experience. Here are three reasons good navigation matters and how it impacts visitor engagement, conversions, and repeat visitors.
1. Reduces Bounce Rate
When visitors land on your page we have precious seconds to retain them before they bounce to another website. Without a clear path to the solution they are searching for visitors are likely to bounce before your first call to action is even seen. Great navigation is essential for guiding them deeper into your product.
- Easy Access to Relevant Content
We can achieve this with simple, clear, and descriptive menus to help visitors find what they are looking for. Constant access to a search bar goes a long way to equipping our guests to quickly access the information they need. While strategically placed CTAs and links allow them to explore the site without frustration. - Logical Structure
Grouping content logically together allows visitors to intuitively move through the content without the need of a map. We can give our users the intended flow of the website just by the groupings we have- no clear grouping in turn causes chaos and frustration. For example placing “Case Studies” near “Services” instead of next to the “Contact” page encourages trust and allows them to quickly reference outcomes of the service provided
2. Improves Conversions
As a direct result of bounce rate good navigation will lead to the effectiveness of your CTAs and conversion rates. For instance a “Get Started” button applied to a sticky menu will always perform better than the CTA at the bottom of the page on the footer.
- Intentional CTAs
Strategically placing our call-to-action buttons allows the user to take action as soon as they are ready. As stated above having the “Get Started” button on a sticky menu intentionally gives the next step to our consumer as soon as they have decided they want to proceed. Forcing them to wait till the bottom of the page risks them getting distracted and pulled away from the website. Having “Contact Us” or “Book a Demo” always in the header and prominent also ensures they know exactly how to move forward no matter where on the site they are. - Micro-Conversions
A “Contact Us” might be to big of a step for first time visitors. Strategically placing links such as “Learn More” can keep our visitors engaged with something we like to call “Micro-Conversions”. Engaging with the “Learn More” takes a lot less commitment than the “Contact Us” CTA. This strategy slowly builds trust and engagement which will naturally lead to them making the final leap.
3. Enjoyable User Experience Fosters Loyalty
A natural side effect of building trust and providing an enjoyable experience is return visits. The trust and credibility is crucial in every business field. Customers knowing they can reach the solution they are search for in your field quickly, efficiently, and with the least amount of friction will keep them coming back for years to come.
- Visitor Satisfaction & Brand Perception
Smooth, frustration-free navigation shows professionalism and associates your brand with reliability. A thoughtful navigation contributes to a seamless browsing experience removing as much friction as possible. Having this reputation will always lead to higher retention and loyalty as you website is known as reliable. - Discoverability
Customers often come to your website with a particular goal in mind. Having our strategic menus laid out may offer them with opportunities to experience other content we have to offer. A well organized “Resources” or “Blog” section informs them that you are not only a credible informant on the subject but that they are welcome to come back when they need answers to more information. In turn when your website is positioned as a go-to resource it will increase repeat visits. Repeat visits and people spending more time on your site are all important factors on Google ranking you higher.
Good navigation is not only vital but the foundation to a successful website. When we create a journey encouraging people to stay, explore, and then take action it leads to lower bounce rates, higher conversions, and increased positive loyalty. At Netpoint Consulting, we understand how essential intuitive navigation is to driving results.
Are you ready to optimize your navigation and elevate your brand? Reach out to learn more!
