We’re seeing a lot of Australian SMEs missing opportunities with their websites, and often the problem isn’t content – it’s how people *move through* that content. In the next 12-18 months, poor navigation will become even more damaging as user expectations continue to rise. People are less patient and more accustomed to seamless digital experiences. Here are the key navigation mistakes we’re observing that directly impact conversion rates.
Firstly, **overly complex mega-menus** are a major issue. While they seem comprehensive, they overwhelm visitors with too many choices. This creates ‘analysis paralysis’ – people get stuck trying to decide and often leave without engaging. We recommend prioritising key categories and using clear, concise labels. Think ‘fewer, bigger bets’ rather than trying to list everything.
Secondly, **hidden navigation**. Burying important pages behind multiple clicks or within unconventional menus (like hamburger menus on desktop) is a conversion killer. Important information – like pricing, contact details, or key service pages – needs to be immediately accessible. We’re finding that users increasingly expect a persistent, visible navigation bar.
Thirdly, **inconsistent labelling**. Using different terms for the same thing across your website creates confusion. For example, calling a service ‘Solutions’ on one page and ‘Services’ on another. This disrupts the user journey and erodes trust. We advise conducting a ‘navigation audit’ to ensure consistent terminology throughout your site.
- Poor mobile navigation: A responsive website is no longer enough. Mobile navigation *must* be optimised for touch and thumb reach. Tiny links and cluttered menus are frustrating on smaller screens.
- Lack of internal linking: Failing to link relevant pages together means visitors miss out on valuable content and potential conversion pathways. Strategic internal linking guides users deeper into your site and improves SEO.
Finally, remember that navigation isn’t static. We strongly recommend using website analytics – specifically behaviour flow reports and session recordings – to understand how people are actually using your site. This data will reveal pain points and areas for improvement. Addressing these navigation issues isn’t just about improving user experience; it’s about directly boosting your bottom line. If you’re unsure where to start, a professional website conversion audit can pinpoint exactly where your navigation is letting customers slip away.
