Navigation Link Optimization


Every web page or landing page has many navigational links, but the question here is that whether all links are useful for users or not? Why we need navigation links at all? Where do we actually place these links on the page? And finally, how many links should be used on a page?

Why we use navigation links

This can be simply defined as that we use navigation links to improve user experience and user engagement, user wants to know more about your product or services and want to know pricing to buy.

Tip #1. Use only Relevant Links

Show only those links which are only relevant to that page. Website owners think that put all the links in a single page so they can sale more than one products but in this case user drop out your page cause of confusion and not buy a single product. – You can use footer links & bottom links for other product’s/service’s selling.

Tip #2. Submenu is not a good idea

Submenu are not visible till user not click on main menu that’s why try to avoid submenus.

Tip #3. Navigation links in above of the fold must be relevant

User rarely go in Menu – User go in menu if he did not find relevant information in the page content or he want to know pricing and company information. It means if he done with the page content then he goes in menu.

So use highly relevant links in above of the fold like links in page content, links in sidebar etc. is a good idea.

Tip #4. A/B test your Breadcrumbs

First we have to find out why we use breadcrumbs:-

a). Basically we use breadcrumbs for better CTR (Click Through Rate) it means chances to click your page from search engine result page is increased. Search engines provide breadcrumbs in there url snippet instead full url, so user can easily understand the page detail, in case of long url, it become more beneficial for users that’s why SEO gurus says breadcrumbs are good for website. It is not a ranking signal (Google Says).

b). We provide hierarchy of that page to user by using breadcrumbs

Solution is here:-

breadcrumbs can help to improve user experience but my experience says – it can increase your drop offs especially for B2B businesses. So do A/B testing for surety. But not need to remove breadcrumbs for B2C businesses. It is helpful for user in case of B2C. Example if user land on your b2c website’s red t-shirt page but He doesn’t like it but he can go to T-Shirt category from breadcrumbs and can buy another T-Shirt.

Tip #5. Use Anchor Text to give user to more detail

Anchor text means on over mouse text.

Some buttons, icons and links need more detail for understanding so anchor text can help to users.

Tip #6. Too much links are bad idea

User can drop from your page if you have too much links. Show only specific links even content. Fix highly relevant links in above of the fold.

Tip #7. Links in Sidebar is more familiar

Sometime landing page is not a conversion page, so you can send users to conversion page/product/services page by using sidebar links.

Tip #8. Optimize non clickable links

Some elements like text, image & icon etc. are not clickable in your page but user cannot understand this. They click on non-clickable elements and getting irritates which is very bad. User thinks that all the elements in the website like images, phone, email, icons etc. provide some information when click. Crazy egg tool can find these non-clickable elements and you can easily improve them.

Tip #9. Remove Menu and Footer from Sign Up, Checkout, Payment, & Pricing Pages

If user wants to buy or register yourself then why we send them to another page, I have increased conversions by using this trick many times. I optimize this by using Google Analytics Sales Funnel Setup.

Tip #10. Sales funnel setup in Google Analytics

If you have specific pages to send users to conversion, you can find out drop offs step wise step and optimize drop off for all steps. Funnel conversion rate matrix can help you to optimize your funnel changes.

11. Link text should be actionable and easy to understand, avoid “click here” type language

Click here, read more are not a good language, and so need to more clarify these words.


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