Good navigation design 'beneficial for conversions'
Visitor Conversion
11 July 2008
Having a sound website navigation structure in place can do wonders for a company's online conversion rate, it has been claimed.
According to Roger Park, marketing communications manager at Yahoo!, focusing on making it as easy as possible for web users to get to the product or service they are looking for after click on an ad or listing could make all the difference between them remaining a potential customer or becoming a paying consumer.
He advised marketers to make the path from click-through to the desired product as clear as possible; the web user should be able to get to the target page within two clicks.
Shifting non-commercial copy below the fold may also be of use to those concentrating on making concrete sales, Mr Park stated.
"Try to see your website through the eyes of your visitor. If it's too confusing and messy, users may get turned off by the bad experience and leave your site. So, keep it clean and clear," he commented.
Mr Park also advised tracking and analysing the results of conversion campaigns - something that a recent MarketingSherpa study suggested not enough search marketers carry out when it comes to key performance indicators and return on investment.
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