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Ecommerce navigation isn’t just about looking pretty – it’s about helping customers find what they need quickly, easily, and (ideally) without rage-quitting.
CEO, MageCloud | eCommerce Consultant & Speaker
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Have you ever landed on a website and felt lost, like you were wandering through a digital maze with no exit sign?
You’re not alone.
Bad navigation is one of the top reasons customers abandon websites faster than a free sample table at a grocery store.
Ecommerce navigation isn’t just about looking pretty – it’s about helping customers find what they need quickly, easily, and (ideally) without rage-quitting. A well-optimised navigation system can mean the difference between a sale and a frustrated user throwing their phone across the room.
As part of our ongoing efforts to improve customer engagement and conversion rates, we’ve been working on refining website navigation and optimising user experience (UX) across multiple projects.
Below, we highlight key updates and insights from our recent work, provided by our UX/UI expert, Adam Forshaw.
So, let’s dive into the latest UX/UI navigation trends that can turn your ecommerce site into a conversion machine.
Ever heard the phrase “A confused mind always says no”? Well, that applies perfectly to e-commerce. If customers can’t find what they’re looking for within a few seconds, they’ll bounce faster than a checkout page without Apple Pay.
→ 50% of potential sales are lost because users can’t find what they need (Forrester Research).
→ 38% of visitors leave if the website layout is ugly or confusing (HubSpot).
Keep your menu structure simple, use familiar labels (no one knows what “Explore Our Universe” means), and don’t bury your bestsellers in a navigation black hole.
What if I told you that fixing your navigation could increase your sales by 30%?
No, this isn’t an infomercial – it’s a fact.
Let’s take our clients websites as examples. For them, we focus on optimising the UX to drive higher engagement and conversions.
To enhance clarity and usability, we implemented strategic design updates to the header and menu, ensuring seamless navigation and a more intuitive browsing experience. These improvements aim to reduce drop-offs, improve product discoverability, and ultimately boost conversions.
A well-optimised header is crucial for conversions, as it’s the first thing users interact with. Here are the best and latest UI/UX tips for a high-performing ecommerce header:
If you sell thousands of products, a simple menu won’t cut it. Mega menus (like Walmart’s) organize large inventories into clear, clickable sections. Bonus points if you add images!
Avoid clutter – prioritise essential elements like the logo, search bar, navigation menu, and cart. A clean design improves usability and directs focus to conversions.
💡 Pro Tip: Mega Menus for Massive Catalogs
→ If you sell thousands of products, a simple menu won’t cut it. Mega menus (like Walmart’s) organize large inventories into clear, clickable sections. Bonus points if you add images!
Who likes scrolling back up just to switch categories? No one. A fixed (sticky) header ensures easy access to the menu, search, and cart, enhancing navigation and reducing friction in the shopping experience.
A well-designed search function is essential for users seeking specific products. Ensure the search bar is easily accessible, preferably at the top of the screen, and includes features like autocomplete with search scopes and alternate query suggestions.
📊 Stat Alert!
→ 79% of sites fail to include search scope in autocomplete suggestions, and 73% don’t suggest alternate queries, which can hinder the search experience.
💡 Pro Tip: Voice & Visual Search
→ Too lazy to type? You’re not alone. 50% of shopping will be voice-powered by 2025. IKEA is already ahead with visual search – just snap a pic of a chair you like, and their site finds similar ones.
Ensure the “Cart,” “Sign In,” and “Checkout” buttons stand out with a contrasting color, clear text, and an intuitive position in the header.
Adding subtle but visible trust indicators like “Free Shipping Over $50” or “30-Day Returns” can encourage more purchases.
Small elements like “🔥 Trending Now” or “⭐ 1,000+ Reviews” next to categories/products in the header can increase conversions.
Use AI to display user-specific recommendations, last-viewed products, or special offers based on browsing behaviour. Imagine walking into a store where the shelves rearrange themselves based on your past purchases. That’s what AI-driven navigation does.
💡 Example:
eBay personalises homepage menus based on browsing history, boosting click-through rates by 35%.
A laggy header can hurt UX. Optimise images, minimise scripts, and use smooth micro-interactions to enhance user engagement.
Ever gotten lost in a deep product page rabbit hole? Breadcrumb navigation helps users backtrack easily, reducing exit rates by 18%.
Use a mobile-first approach with a collapsible menu (hamburger icon) and easily tappable elements to ensure seamless browsing on smaller screens.
Did you know that 73% of all e-commerce sales now happen on mobile? If your navigation isn’t thumb-friendly, you’re losing customers – period.
📊 Stat Alert!
💡 Fix It:
Our primary goal is to streamline user journeys by identifying friction points that could lead to frustration and cart abandonment.
We have implemented strategic changes for Lakeland Furniture mobile site navigation by analysing website behavior and user interactions to improve navigation and enhance clarity.
A well-structured mobile menu helps users find what they need quickly. If navigation is unclear, visitors may leave for a competitor’s site.
A cluttered menu creates friction in the shopping journey. Simplified menus with clear CTAs and quick access to key categories boost sales.
Google prioritizes mobile-friendly sites. A responsive, easy-to-navigate menu reduces bounce rates and improves search rankings.
BEFORE
Avoid overwhelming users with too many options. Stick to essential categories and use collapsible submenus to maintain a clean interface. Prioritize frequently visited pages, such as product categories, search, and the shopping cart.
Most users navigate mobile sites using their thumbs. Placing key menu options within easy reach – such as towards the bottom or along the sides – enhances usability and minimises frustration.
BEFORE & AFTER
Many users rely on the browser’s back button. Ensure that navigating back does not reset their search filters, cart contents, or browsing history. Persistent session data can help maintain a smooth experience.
Include direct links to key pages such as “Shop Now,” “Offers,” or “Cart.” Additionally, a persistent search bar within the menu can help users find products quickly, reducing time spent searching.
Incorporate intuitive gestures like swiping to go back, pull-to-refresh, or horizontal scrolling for product image galleries. This makes navigation feel more natural and fluid.
A laggy menu can drive users away. Optimise menu load times by reducing heavy scripts and ensuring smooth transitions. The responsive design guarantees that the menu functions well across different screen sizes and resolutions.
Regularly test different header layouts, CTA placements, and color schemes to find what works best for your audience.
Regular usability testing on actual mobile devices will help identify navigation pain points. Gather feedback and make continuous improvements based on user behavior and analytics.
Nobody wants to decode a sitemap just to buy socks. Keep it simple, or risk losing users to frustration.
If a button doesn’t clearly say where it leads, you’re playing a dangerous game. Users don’t have time for scavenger hunts.
If Amazon has one and you don’t, you’re doing something wrong. A hidden or missing search function kills conversions.
3 out of 4 shoppers are on their phones. If your site still acts like it’s 2012, fix it. Mobile-first isn’t optional – it’s survival.
No one wants to be attacked by a newsletter signup before they even see your homepage. Be strategic, not annoying.
If users can microwave a snack before your page loads, they’re gone. Optimise images, scripts, and servers to keep things fast.
If users have to squint or adjust brightness just to read, they won’t stick around. Prioritize readability over aesthetics.
If your buttons say “Click Here” instead of something meaningful, expect high bounce rates. Guide users with strong, direct CTAs.
If users have to squint or adjust brightness just to read, they won’t stick around. Prioritize readability over aesthetics.
Videos or music blasting out of nowhere? Instant tab close. Let users control their experience.
A 404 page isn’t a fun surprise. Keep links fresh and always offer an easy way back.
If your site isn’t usable by everyone, you’re turning away potential customers. Alt text, keyboard navigation, and screen reader support matter.
Every extra field or unnecessary step loses customers. Streamline checkout like your business depends on it – because it does.
UX/UI navigation updates aren’t just about looking good – they directly impact sales, customer loyalty, and retention. If you make your site easy (and enjoyable) to navigate, people will stay longer, browse more, and buy more.
So, what’s the first thing you’ll fix?
Let’s talk!
Fri, 9 May 2025, 9:00 - 17:00 BST
Fri, 9 May 2025, 9:00 - 17:00 BST
