Many Australian SMEs overlook a crucial element of website conversion: navigation. It’s not just about *having* a menu; it’s about strategically guiding visitors towards becoming customers. Poor navigation frustrates users, increases bounce rates, and ultimately, loses you sales. We see this time and time again. Optimising your site’s navigation is one of the quickest wins for boosting your bottom line.
So, how do we make navigation work *for* your conversion goals? Here are a few key areas to focus on.
- Simplify the Main Menu: Resist the urge to include every single page. Focus on the core services or product categories. Think about what a new visitor would immediately look for. Six to seven top-level items are generally ideal. Too many choices lead to ‘analysis paralysis’.
- Prioritise Key Conversion Paths: Strategically position links to your most important pages – like your ‘Get a Quote’ or ‘Shop Now’ pages – prominently in the main navigation. Consider using button-style links for these, making them visually stand out.
- Implement Breadcrumbs: These little trails (e.g., Home > Products > Widgets) show users exactly where they are on your site and allow them to easily navigate back up the hierarchy. They’re particularly useful for sites with lots of pages.
- Optimise for Mobile: Over half of all website traffic now comes from mobile devices. Ensure your navigation is responsive and easy to use on smaller screens. Hamburger menus are common, but ensure they’re clearly visible and function smoothly.
Beyond these basics, we recommend regularly analysing user behaviour. Tools like Google Analytics can reveal where people are dropping off in their journey. Are they getting lost before reaching key pages? Heatmaps can show you where users are clicking (or *not* clicking). This data will inform further refinements to your navigation structure.
Don’t treat navigation as an afterthought. It’s a fundamental part of the user experience and directly impacts your conversion rate. By focusing on simplicity, prioritisation, and data-driven improvements, you can create a website that not only attracts visitors but also turns them into paying customers. Your next step should be a thorough review of your current navigation, followed by A/B testing of potential changes to see what resonates best with your audience.
