Optimizing your e-commerce navigation menu and collection filters is crucial for user experience and SEO. This episode likens effective navigation to a good sales associate, guiding customers seamlessly to what they need, thereby increasing conversions and reducing bounce rates. It emphasizes a customer-centric approach to structuring your product catalog.
Key takeaways
Audit your navigation by thinking of it as a sales associate: Is it guiding customers or making them work? Aim for the former to reduce bounce rates and boost sales.
Default to replicating navigation items as filters where applicable. If you wouldn't create a collection for it, but expect customers to want to refine by it (e.g., color, size), then it should be a filter.
Prioritize top-level navigation for core product categories, moving informational links (About, Contact) to the footer unless they are significant revenue drivers like wholesale.
Use 'use-case' categories if product types aren't straightforward to group, organizing by what the customer is trying to do or celebrate (e.g., 'milestones', 'kids decor').
Avoid creating sub-collections for categories with only 2-3 products; instead, keep them in a parent category and use filters to refine options.
Themes
conversion & croproduct & merchandisingorganic & seo
This is week two of the Badass Basics series, and I’m breaking down two things that can make or break your customer’s shopping experience: your navigation menu and your collection filters. I’m walking you through how to organize your nav, what belongs at the top level vs. tucked into a subcollection, and how your filters and navigation should work together so every shopper finds what they came for. Why your nav menu and filters are basically a sales associate (and how to tell if yours is the good one or the bad one)
The surprising amount of overlap your navigation and filters should have
A rule of thumb that clears up 90% of the "nav vs. filter" confusion
How the size of your product assortment changes everything about your top-level navigation
The business case for promoting a subcollection to a top-level category
What to do when your products refuse to fit into neat little categories
How to tell when a subcollection is actually creating friction instead of helping _______
Full Episode Show Notes
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What does this episode say about conversion & cro?
Audit your navigation by thinking of it as a sales associate: Is it guiding customers or making them work? Aim for the former to reduce bounce rates and boost sales.
What does this episode say about product & merchandising?
Default to replicating navigation items as filters where applicable. If you wouldn't create a collection for it, but expect customers to want to refine by it (e.g., color, size), then it should be a filter.
What does this episode say about organic & seo?
Prioritize top-level navigation for core product categories, moving informational links (About, Contact) to the footer unless they are significant revenue drivers like wholesale.
What does this episode say about conversion & cro?
Use 'use-case' categories if product types aren't straightforward to group, organizing by what the customer is trying to do or celebrate (e.g., 'milestones', 'kids decor').
What does this episode say about conversion & cro?
Avoid creating sub-collections for categories with only 2-3 products; instead, keep them in a parent category and use filters to refine options.
