How re-designing website navigation increased conversions by 50%

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

2. Join the conversation
@invesp
#invespCRO

3. Your Speakers
Khalid Saleh
CEO
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 Shukairy
Co-founder, Managing Partner
400+ conversion optimization projects, She has worked with some of the world
top brands such as, 3M, O’Reilly, the Special Olympics, Discovery, helping
them increase online revenue by creating successful marketing campaigns.

4. Which design works best?
Category page design

5. Austin, TX 1995

6. SEO
PPC
Social
Email
Other
33%
33%
33%
A/B/C

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

8. The control:
- Subcategory List View
- Search
- Top Nav
The control

9. Variation 1:
- Removed product display
banner
Variation 1

10. Variation 2
Variation 2:
- Removed product display
banner
- Added left navigation

11. Variation 3
Variation 3:
- Removed product display
banner
- Added product carousel
- Added left navigation

12. Side by side look
1 2 3
0
Audience Question:
Which design generated the most sales?

13. The winner
50% Increase
in
website
conversion
3

14. The results
50% Increase in overall website conversion rate

15. Other numbers
What do these numbers tell?

16. 1. 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.
2. 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 goals

17. The winner
50% Increase
in
website
conversion
3

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

20. What problems do you see on the page?

22. Old
1. Category
2. Price
3. Brand
4. Rating
New
1. Category
2. Brand
3. Price
4. Capacity
5. Color/Finish
6. Width
7. Rating
8. Hight
9. Operational
features
10.Depth
11.Energy Certified
12.Eco Options
The new left navigation with filtration
options increased conversion rates

23. Audience Question: Is providing
visitors with a left navigation the
solution to increasing scent on a
website?

24. 1. Improve buyer momentum by
enhancing usability and increasing
navigational options will help visitors
better pick up scent and undoubtedly
increase conversion.
Buyer Momentum

25. - Limits 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

26. Consider the visitor’s eye path and
what they are expected to do next:
is there sufficient buyer
momentum to move forward?

27. 1. Reducing scent to a single outlet
ignores the different type of website
visitors in terms of personas and
buying stages
Reducing Scent

28. High Pre-product page
abandonment rate
• visitors are
struggling to find
products
• Trust &
confidence
• FUDS
The control

29. Product to category
page view ratio was
low
• visitors are jumping
around categories
The control

30. New designs
We introduced new ways for the visitor to navigate further down
• Left navigation +Product carousal
• Left navigation
• Product carousal
1 2 3

31. Results
50% Increase in overall website conversion rate
Decision was made based on
understanding visitor behavior +
visitor data

32. 1. 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.
2. 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.
3. Improve buyer momentum by enhancing usability and increasing navigational
options will help visitors better pick up scent and undoubtedly increase
conversion.
4. Reducing scent to a single outlet ignores the different type of website visitors in
terms of personas and buying stages
Summary

33. More information
Amazon.com