Navigation of a website should always be easy and intuitive, but until now, navigation has usually been the same for every visitor. Sometimes they can choose the target group they belong to – with navigation predefined for each target group – but that’s about as far as it goes.

Top-listing
On an e-commerce website, it’s of vital importance that shoppers are only exposed to products that can hold their interest. This can be accomplished by presenting automatically generated top lists, campaign lists, bargain lists, etc., based on parameters such as sales and click statistics or shoppers’ own predefined areas of interest. We know that people generally buy what others buy; it’s just a matter of timing to know when to expose a certain product to a shopper.

Guided navigation
To help visitors find what they’re looking for, you can provide an intelligent search solution that handles synonyms and misspellings.

If you also give them drill-down searching, with a number of user-determined search parameters, you’ll find it much easier to turn visitors into customers.

Personalization
An easy way of adapting navigation for visitors is simply to ask them what they want. You can then use their preferences to personalize navigation, product exposure and additional information. This is an easy path to increased sales and improved customer satisfaction. If you want to take it a step further, you can generate personalized views by using buying statistics, previous navigation patterns, click statistics, etc.

Combining these two techniques produces the same effect as if the interior design of a conventional store could be rearranged to suit each customer who walks in the door.

Do you think the above described situations will have an impact on your sales? Please don’t hesitate to contact Apptus.