Always keep in mind: your website is the first impression that users will get to see what it’s like to do business with you. Just like you would put on a clean suit for a pitch, put on your best interface on your website. Do not drive away a business opportunity by designing a cumbersome website that is hard to navigate! Below are the best practices for implementing a B2B navigational system with users in mind.
Create a Buyer Persona
When thinking through your navigation, it is important to focus on who is buying your product. A key goal should be to tailor your navigation to buyers, without excluding any potential leads. A way to do this is by creating buyer personas.
Buyer personas are fictional representations of who is buying your product. Your personas should be rooted in data from analytics tools such as Google Analytics, Hotjar, or Siteimprove. When making navigation decisions, ask yourself, WWMBD — “what would my buyer persona do?”.
Bluetext, as a top UX design agency, uses a combination of quantitative web traffic data and stakeholder perspectives to ensure a comprehensive understanding of a business’ users. It is always important to put trust in the numbers, but also consider the unique perspectives a sales or product marketing team may bring. A bounce rate may key you into acknowledging a problem but does not always explain the root of frustration.
Declutter Your Navigation
According to a study conducted by Hubspot, 76 percent of people answered that the most important factor in a website’s design is the ease of use. In order to make your website as easy to use as possible, declutter your navigation and design it to be scannable and intuitive.
A good rule of thumb for decluttering navigation is to present the user with no more than six top-level navigational choices in your main navigation. If more than six choices are needed, consider creating a utility navigation for items that could be considered “tools” or require action. Utility navigations provide a sense of hierarchy and create separation from content that could be mostly for browsing or educating buyers on the products and services your company offers.
Need some help purging your navigation? Get a fresh perspective! Hiring a UX agency will give your site a fresh set of eyes to evaluate what is and isn’t needed. Like a true scientist, a UX design agency will also use tools to test their theories with tools such as a tree test to validate proposed sitemaps.
Implement Sticky Navigation
Usability studies show that implementing a persistent website navigation, or a “sticky navigation” increased website conversions as much as 10%. Studies show that users were able to focus on the products on the webpage they were on and scrolled further down the page when the navigation was always at the top of the screen.
Keeping navigation items accessible at all points of the user journey will help avoid the “dead end” scenario if lost on a page. It’s like having a built-in GPS for your user journey to always present alternate routes and course correction.
Make it Easy for Users to Contact You
Having your “Contact” button in the top navigation, as well as your footer, ensures that users will be able to get in touch with your business no matter where they are on the site. There is nothing more frustrating than wanting to get in touch with someone without the proper means to do so. If you implement a sticky navigation as stated above, adding “Contact” will serve as a persistent call to action leading to more leads generated from your website.