Navigation: Category and Product
In this stage of the journey, visitors are looking for a product or service that solves their problem. You have two main challenges. How can my visitor quickly find what they are looking for? And once they find it, and don’t want to convert immediately, how do you ensure this interest results in a desirable outcome further down the line?
Let’s start with the last question. The answer is simple, we would recommend three escape options. First, make sure visitors can easily share a product or service with other decision makers. We would not book a holiday without consulting our other half right. Some of us might face scrutiny at work from colleagues or managers in the decision making process. Other options are the famous wish list (through clicking a heart) or the find nearby store locator option (Google Maps listing icon). All of these would create value for your visitor and your business.
Furthermore, our recommendation is to ensure you repeat your value proposition at every step in the funnel. It is important, and often forgotten. Also make sure you have a clearly written product description (partly above the fold with an option to extend). If you have a large number of products or categories, make sure you include social proof at this level as well.
And last, but not least, ensure your visitors have the ability to filter or sort the results of your product or categories pages. The worst thing that could happen is if you present numerous pages of products, making it impossible to quickly narrow down your search.
All of these statements are generic, but true for almost all businesses. Next are some thoughts about optimising the conversion funnel.