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Improving website navigation

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How re-designing website navigation increased conversions by 50%

Published in: Marketing
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Improving website navigation

  1. 1. Improving Website Navigation How re-designing website navigation increased conversions by 50%
  2. 2. Join the conversation @invesp #invespCRO
  3. 3. Your Speakers Khalid Saleh CEO 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 Shukairy Co-founder, Managing Partner 400+ conversion optimization projects, She has worked with some of the world top brands such as, 3M, O’Reilly, the Special Olympics, Discovery, helping them increase online revenue by creating successful marketing campaigns.
  4. 4. Which design works best? Category page design
  5. 5. Austin, TX 1995
  6. 6. SEO PPC Social Email Other 33% 33% 33% A/B/C
  7. 7. Hypothesis: Providing customers with sufficient scent to increase buyer momentum increases conversion and reduces visitor uncertainties
  8. 8. The control: - Subcategory List View - Search - Top Nav The control
  9. 9. Variation 1: - Removed product display banner Variation 1
  10. 10. Variation 2 Variation 2: - Removed product display banner - Added left navigation
  11. 11. Variation 3 Variation 3: - Removed product display banner - Added product carousel - Added left navigation
  12. 12. Side by side look 1 2 3 0 Audience Question: Which design generated the most sales?
  13. 13. The winner 50% Increase in website conversion 3
  14. 14. The results 50% Increase in overall website conversion rate
  15. 15. Other numbers What do these numbers tell?
  16. 16. 1. 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. 2. 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 goals
  17. 17. The winner 50% Increase in website conversion 3
  18. 18. Audience Question: Why do the left navigation and product carousel increase scent and buyer momentum?
  19. 19. What problems do you see on the page?
  20. 20. Old 1. Category 2. Price 3. Brand 4. Rating New 1. Category 2. Brand 3. Price 4. Capacity 5. Color/Finish 6. Width 7. Rating 8. Hight 9. Operational features 10.Depth 11.Energy Certified 12.Eco Options The new left navigation with filtration options increased conversion rates
  21. 21. Audience Question: Is providing visitors with a left navigation the solution to increasing scent on a website?
  22. 22. 1. Improve buyer momentum by enhancing usability and increasing navigational options will help visitors better pick up scent and undoubtedly increase conversion. Buyer Momentum
  23. 23. - Limits 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
  24. 24. Consider the visitor’s eye path and what they are expected to do next: is there sufficient buyer momentum to move forward?
  25. 25. 1. Reducing scent to a single outlet ignores the different type of website visitors in terms of personas and buying stages Reducing Scent
  26. 26. High Pre-product page abandonment rate • visitors are struggling to find products • Trust & confidence • FUDS The control
  27. 27. Product to category page view ratio was low • visitors are jumping around categories The control
  28. 28. New designs We introduced new ways for the visitor to navigate further down • Left navigation +Product carousal • Left navigation • Product carousal 1 2 3
  29. 29. Results 50% Increase in overall website conversion rate Decision was made based on understanding visitor behavior + visitor data
  30. 30. 1. 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. 2. 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. 3. Improve buyer momentum by enhancing usability and increasing navigational options will help visitors better pick up scent and undoubtedly increase conversion. 4. Reducing scent to a single outlet ignores the different type of website visitors in terms of personas and buying stages Summary
  31. 31. More information Amazon.com

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