Ecomm Six Part Series: Focus on Navigation

Ecommerce programs can take a multitude of shapes and sizes. It’s a never-ending process of building, evaluating and adjusting to make the buying process better, faster and more convenient for the end user.
The Cascade Web Dev team has compiled a comprehensive collection of considerations, for any stage of your ecomm program, whether you’re in the early stages or have been up and running for some time but need to find ways to boost efficiency.
In this six part series, we’ll cover the major considerations from navigation through marketing and optimization. Let's start with navigation...
The key to effective navigation is simplicity. To develop intuitive and effective navigation you must ask yourself these basic questions:

1. Do you have existing analytics or user feedback that identify trends in the customer’s path to purchase? If you don’t have this information, look to trusted industry-specific research to help influence your decision making process to get started. If you’re in start-up mode, get a plan in place to capture and analyse your own traffic.

2. Consider how your brand is represented in your navigation. How do the non-product pages exist in the context of the product pages?

3. Are there user accounts or 3rd party shopping cart features involved? How many additional steps do these interactions add to the overall buying process?

For more thoughts on how to build and improve your ecomm program, download our comprehensive guide. Have specific ecomm challenges of your own? Drop us a line.