Importance of Navigation in the Ecommerce Experience
Navigation design plays a pivotal role in the design of an ecommerce site or app. A navigation system with an optimal structure help users find what they’re seeking. Well-designed ecommerce sites and apps can significantly enhance visitors’ user experience and help boost conversions and customer loyalty.
First, navigation plays a key role in enhancing a Web site or app’s usability and, thus, in reducing user frustration. Second, effective navigation systems can help businesses to improve their search-engine rankings.
When visiting an ecommerce Web site or app, users often have a specific goal in mind, which is often to find a particular product or service they want to purchase. Web sites or apps with poor navigation may confuse and frustrate users, who may then leave.
A Web site or app with simple navigation and a clean user interface makes it easy for users to find what they’re seeking. Further, search engines such as Google use a Web site’s structure and navigation to better understand the site. Then they give preference to ecommerce sites with better navigation and hierarchical-organization systems in crawling, indexing, and ranking. Thus, navigation is a critical element of ecommerce UX design.
Why Is Information Architecture Important to the Ecommerce Experience?
Information architecture (IA) is another vital element of ecommerce UX design and refers to the organization and structuring of a Web site or app’s content to make it more accessible and easy for users to find. An effective information architecture is a critical element of the success of an ecommerce site or app, ensures that customers can easily find and purchase products, and leads to increased conversions and customer satisfaction.
The primary job of information architecture is to help create a positive user experience by placing content exactly where it needs to be. UX designers employ the principles of information architecture to help users navigate between the pages of an ecommerce site or app with minimal effort.
Once customers land on your ecommerce store, they expect to be able to find anything they want to purchase with ease. But, if they can’t, they’re likely to leave and visit your competitors instead. People come to your ecommerce store to find a solution for their problem, but if the process is slow or too complex, they’ll probably choose to find that solution elsewhere.
A negative user experience that is the result of poorly planned content can lead to lost sales and revenues, hurting your company’s bottom line. But an ecommerce Web site with an effective information architecture can help reduce your marketing expenses, boost search-engine optimization (SEO), and burnish your brand’s reputation