When it comes to website development, the navigation system acts as a roadmap for all the different areas and the information contained in them. If navigation is clear, visitors can stay and have a good experience, which ultimately leads to more success for your business. Below we will clarify exactly what considerations we use to ensure that the navigation of your site exceeds the objectives of the company.
There are three factors that should always be considered:
- Your business
- Your goals
- Your audience
These elements will be the basis of your strategy, as it is the way in which you will get people to participate with your brand. A great example is when we want to go to an advertising campaign on social networks, because if your target audience is seniors, it is very unlikely that Twitter or Instagram are the best ways to relate to them.
Ask yourself: “What experience do you want the user to have?” As a general rule of thumb, simple navigation is best. For example, less clutter in terms of menu structures, applying calls to action and having a good web design allow anyone to find their way quickly and effortlessly. Consistency is another crucial point. Consistency in navigation is about a consistent user experience throughout the site, the user can always find their way around, or back to where they have already been if they wish.
The ultimate goal of your website like Alltech Source is conversion. In other words, the conversion of visitors into customers. The perspective that a user has on your site must be able to quickly convert him into a visitor, and the visitor must be able to quickly become an applicant, a customer, a donor, or a subscriber. The chances of turning a visitor into a legitimate prospect or customer are higher when you are constantly calling them to action within your navigation.
Call to action
A call to action is a line of text or banner that asks your visitors, prospects, and customers to take action. It is literally a “call” to take an “action.” Examples include: buy now, download the file, get a coupon, fill out this registration, subscribe to the newsletter, etc. A good call to action is going to create a sense of urgency (“this offer ends tomorrow”) and, therefore, attracts people to actually take an action from your site.
The menu structure guides people to what they want to find and what you want them to find. Menus are typically found at the top or left of the page, with the logo at the top left and child components that vary by individual design. This is not a rigid web convention, but rather a guide.
The F pattern is a proven reading pattern that roughly resembles the letter F. Studies have found that users’ primary reading behavior was fairly consistent across many different sites. The pattern has the following three components:
- Users first read in a horizontal movement, usually across the top of the content area. This initial element forms the top bar of the F.
- Users then move around the page a bit and then read through a second horizontal movement that typically covers a shorter area than the previous movement. This additional element constitutes the bottom bar of the F.
- Lastly, users scan the left side of the content in a vertical motion. This last element constitutes the stem of F.