Improving Website Navigation How re-designing website navigation increased conversions by 50%

Improving Website NavigationHow re-designing website navigation increased conversions by 50%Join the conversation @invesp#invespCRO

Your Speakers

Khalid SalehCEO

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 ShukairyCo-founder, Managing Partner

400+ conversion optimization projects, She has worked with some of the world top brands such as, 3M, OReilly, the Special Olympics, Discovery, helping them increase online revenue by creating successful marketing campaigns.

Which design works best?Category page design

Austin, TX 1995SEOPPCSocialEmailOther

33%

33%

33%A/B/C

Hypothesis: Providing customers with sufficient scent to increase buyer momentum increases conversion and reduces visitor uncertainties

The control:

Subcategory List ViewSearchTop NavThe control

Variation 1:

Removed product display bannerVariation 1

Variation 2Variation 2:

Removed product display bannerAdded left navigation

Variation 3Variation 3:

Removed product display bannerAdded product carouselAdded left navigation

Side by side look1230Audience Question:Which design generated the most sales?

The winner50% Increase inwebsite conversion

3The results

50% Increase in overall website conversion rate

Other numbersWhat do these numbers tell?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.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 goalsThe winner50% Increase inwebsite conversion

3Audience Question: Why do the left navigation and product carousel increase scent and buyer momentum?

What problems do you see on the page?

OldCategoryPriceBrandRating

NewCategory BrandPriceCapacityColor/FinishWidthRatingHightOperational featuresDepthEnergy CertifiedEco OptionsThe new left navigation with filtration options increased conversion ratesAudience Question: Is providing visitors with a left navigation the solution to increasing scent on a website?Improve buyer momentum by enhancing usability and increasing navigational options will help visitors better pick up scent and undoubtedly increase conversion.Buyer MomentumLimits 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

Consider the visitors eye path and what they are expected to do next: is there sufficient buyer momentum to move forward?Reducing scent to a single outlet ignores the different type of website visitors in terms of personas and buying stages Reducing ScentHigh Pre-product page abandonment rate

visitors are struggling to find productsTrust & confidenceFUDSThe control

Product to category page view ratio was lowvisitors are jumping around categories The control

New designsWe introduced new ways for the visitor to navigate further downLeft navigation +Product carousal Left navigationProduct carousal

123Results

50% Increase in overall website conversion rateDecision was made based on understanding visitor behavior + visitor dataWith several conversion goals on a single page, you should start by prioritizing the different goals and determining the primary conversion objective of the page.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. Improve buyer momentum by enhancing usability and increasing navigational options will help visitors better pick up scent and undoubtedly increase conversion.Reducing scent to a single outlet ignores the different type of website visitors in terms of personas and buying stages SummaryMore informationAmazon.com