Streamline Site Navigation for Holiday Traffic, Part 2
Whether shopping in neighborhood stores, malls or online, holiday gift buyers have little time for aimless browsing. They need to find gifts for recipients on their list — and fast. Intuitive and user-friendly site navigation goes a long way toward helping online holiday shoppers complete that task. It encourages them to spend their gift dollars with you, not your competitor.
In part one of this series, I offered tips on adding navigation features to your website that help visitors reduce the time it takes to find products and content. Here are a few more ideas for making your online storefront welcoming and efficient for harried holiday shoppers:
Allow visitors to navigate through your site from any page. Shoppers enter your site from search engines, ads on other websites, links on blogs and other channels. It’s not always clear how they should find their way around. Show visitors where they've landed on your site. Let them easily navigate to other pages without having to go back to the homepage. Offer a navigation bar and include it on all pages.
Offer merchandising-specific refinements. You don’t need to limit refinement options to product details like price and rating. During the holiday shopping season, consumers want to know if you have sale items, new arrivals or bundled items to offer. Allow shoppers to refine by these factors as well as by product details. It’s an easy way to guide visitors to items you're promoting while increasing conversions.
Use a color palette to show color refinements. Color palettes add visual appeal to the shopping experience. Consumers will respond more quickly to a color display than the names of colors in text. Color palettes also take up less space and can help reduce confusion that arises from flowery color names. For example, a palette will help shoppers understand that “seagrass” is actually green.