Faceted Navigation Converts Higher
The results are in: The giants of the E-Commerce industry: Amazon.com, Zappos.com, Lowes.com, Dell.com, (You name it), have all proven that attribute-driven, dynamic, faceted navigation is the best navigation method for maximizing conversion rates of users who browse. Make it easy and intuitive to find the right product, and the shoppers will purchase more often.
Here’s how faceted navigation does it:
- Faceted navigation makes exploring a store intuitive. It enables shoppers to navigate by whats important to them (price, color, brand, size, ratings, anything), in the order that makes sense to them. One shopper may select a price range first, then a rating, then a color, and end up at the same products as a shopper who clicks the same refinements in the opposite order. Shoppers are completely set free from the constraints of pre-determined paths.
- Faceted Navigation enables a shopper to visualize their navigation path, and whats available in a store. Refinement choices update quickly after each click, making remaining choices crystal clear. The dreaded “No Results” literally never appears because faceted navigation never misleads the shopper into selecting an incorrect combination of attributes.
- Makes it easy to “back out” of refinement selections, without affecting other refinements already selected. Stores find that they receive more multi-item orders because shoppers have an easier time navigating to accessories after purchasing primary products.
- Strategic placement of color paletes, pick grids, price sliders, and shopper-provided social navigation (ratings, pros, cons) extend faceted navigation’s effectiveness even further.
Faceted navigation can yield an astonishing 20% increase in conversion rates, A/B tests have shown, when compared to heirarchy style and pull-down refinement style navigation systems.
Faceted Navigation can be added to existing category pages without affecting SEO. Using AJAX to insert faceted navigation into a category page from a hosted service, shoppers benefit from improved navigation while spiders experience the same page, including all the same links to other pages on your site. Spiders largely ignore AJAX, and therefore generally don’t follow faceted navigation links.
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