What is website navigation?
Website navigation is the process of navigating through pages, applications, and websites on the Internet. Navigation is usually controlled by menus, links and buttons and can also be controlled by using search fields and chatbots be supported.
Navigation on a website can be designed in various ways, such as drop-down menus, mega menus, or multi-level navigation — which are explained below. The choice of navigation depends on various factors, such as the number of categories, the complexity of the website or the preferences of users. There are also new trends in website navigation, such as the use of visual elements to make navigation more intuitive. This includes icons, images, or animations that guide the user through the website.
Why is good website navigation important?
Good website navigation is important so that a visitor can find the desired content on a website. An investigation has shown that up to 50% Internet users are unable to use a standard menu correctly. This shows how important clear and intuitive navigation on the website is to provide users with a better experience.
Significant KPIs
In addition, optimal navigation on a website offers numerous advantages, such as:
- Lowering the bounce rate
- Increasing website traffic
- Increased length of stay of visitors
- Increasing the conversion rate
If navigation on a website is not well structured, it becomes difficult for visitors to orient themselves and find the content they are looking for. This can result in users leaving the site quickly.
Search engine optimization (SEO)
Furthermore, a clear navigation structure is important for search engine optimization (SEO). Google prefers websites that have a clear navigation structure, as this improves user flow and makes the site easier to crawl. It also helps to include frequently searched keywords or keywords that are suitable for categorization in the menu structure, as this can help the website to be found better on Google and thus generate more visitors.
Improving brand perception
In addition, well-designed navigation has an impact on brand perception and usability. The names and categories in the navigation convey brand positioning and can help visitors understand the company better.
Facilitating analytics
Finally, navigation on a website also affects analysis. The navigation structure can make it difficult to measure user flows if it is not well designed. Careful planning and layout of navigation is therefore of great importance for the success of a website.
What types of website navigation are there?
There are several main types of website navigation that are suitable for different purposes, websites, and devices. When combined correctly, they help visitors navigate the website and find their destination without problems.
Global site navigation
Global navigation is the same across all pages of the site and gives users a quick and consistent way to access the main sections of the site. It is often placed in the website header and includes links to key sections of the website such as Products, About Us, Contact Us, and Services etc. Global navigation is the primary way for visitors to access the various sections of the website and should therefore be easily accessible and highly visible.
If the user decides to switch to a sub-category of the website, they will continue to see the identical main menu after being redirected to find their way around quickly and easily.
Hierarchical website navigation
In contrast to global navigation, hierarchical navigation is contextual and varies depending on the page on which it is displayed. This type of navigation is particularly useful for websites with a large number of pages divided into subsections. Hierarchical navigation is often placed in a sidebar or at the top of the page and shows the sub-sections of the current page that the user is currently on. Hierarchical navigation helps users find their way around the website and find the right page they're looking for.
When the user clicks on a specific category in the main menu of the New York Times website, the corresponding category menu changes and does not always display the same navigation sections as with global navigation.
Local site navigation
Local navigation refers to internal links that are included in the content itself. These links allow users to navigate from one page to another without resorting to global or hierarchical navigation. Local navigation is particularly useful for longer pages or pages with many sections, as it allows users to quickly jump to a specific section of the page. Well-designed local navigation should be easy to navigate and quickly guide users to the content they want.
If the user decides to click on the keyword “customer service,” they are automatically redirected to an article about chatbots in customer service.
Navigation on the website: important terms
What is actually part of navigation? Important terms used in navigation elements are listed below:
- that main menu is the central navigation element on the website and offers users access to all important content. It is usually placed horizontally or vertically at the top or left edge of the website and often includes the most important categories and sub-pages of the website.
- Die Breadcrumb navigation shows the user their current position on the website by showing the hierarchy of pages visited in the form of “bread crumbs.” It helps users find their way around the navigation area and return quickly to previous pages.
- Die filter function allows users to further narrow down their search on product overview pages. Whereby filters can be selected according to various criteria such as price, size, color, etc.
- Die Footer navigation is located at the bottom of the website and usually contains links to legal information, such as legal information, data protection or terms and conditions. It may also contain links to other pages of the website or external sources.
- Die sitemap is an overview of all pages and content on a website. It makes it easier for users and search engines to navigate and is also an important SEO element.
- Die search is a feature that helps users quickly find the desired products or information and can usually be accessed via a search field or a magnifying glass at the top of the website.
- buttons are interactive elements on the website that help the user perform an action, such as sharing a page, printing a page, or placing an order.
- Die Page pagination is used to organize large lists of articles or products and to make it easier for users to browse through. Page numbers are usually displayed at the bottom of the page to enable the user to navigate between pages.
- In ordering processes or other processes that consist of several steps, a step-by-step navigation used. The purchase process is divided into clear steps and presented to the user one after the other in order to maintain an overview and simplify the purchase process.
- internal links are links that enable users to access other relevant pages of the website. They can be placed within the text or displayed as additional navigation elements in the sidebar or at the end of the content area.
- external links are references to other websites or websites that lie outside your own domain area.
- Navigation on a page: For comprehensive content, a table of contents with jump marks is a good idea to enable the user to navigate to the relevant sections. This makes it easier to find the desired information and increases usability.
- One Tag Cloud or Tag cloud is often used on blogs or magazine sites to show the user what topics there are articles on. The keywords are usually presented in different sizes and colors to indicate their meaning and relevance.
- tags are keywords that help users find the content of the website more easily. Tags are usually displayed at the bottom of an article or page and link to other pages with similar content.
Examples of various website navigations
There are many ways to design navigation on a website. The various navigation menus used on websites are presented below.
Horizontal navigation bar
Die horizontal navigation bar is the most commonly used type of website navigation. It usually appears as a horizontal list of links in the website header and includes the most important pages or sections of the website, such as “About Us,” “Product,” “Pricing,” and “Jobs.” These links are easy to find and well-organized, making it easy for users to find their way around the site.
Vertical navigation bar
One vertical navigation bar is a menu bar that is usually placed on the left or right side of a website. In contrast to the horizontal navigation bar, the links in the vertical navigation bar are usually arranged one above the other. Vertical navigation bars are often used to display multiple levels of links and sub-categories, as their vertical orientation allows them to take up more space on the website.
Hamburger navigation menu
Another option for navigating your website is that hamburger menu, which is particularly popular in mobile web design. The name is derived from the three horizontal lines that are stacked on top of each other and are reminiscent of the shape of a hamburger. This type of navigation lists items horizontally on larger screens, while on smaller screens, they're hidden behind a hamburger button. When the user clicks the icon, a drop-down or pop-out menu appears with navigation links. The hamburger menu is a good option if space on your site is limited and you don't want the navigation to take up too much space.
drop-down navigation menu
that drop-down navigation menu is ideal for content-rich websites with a complex user interface. If you want your menu to have lots of links to pages, you can consider this option as you can't list all options side by side. Instead, the most important or general elements can be listed in the top navigation bar.
Mega navigation menu
A Mega menu is an extended version of a drop-down menu that is used on websites to clearly present a large number of options and content. In contrast to a traditional drop-down menu, which normally only shows one or two levels of links, a mega menu can display multiple levels of links and sub-categories — so it has a multi-level structure. This means that it consists first of the main category, which can be clicked on. After the click, all sub-categories that belong to the corresponding category appear. These then appear either in a “fly out” (from left to right) or in a “drop down” (from top to bottom).
Multi level navigation menu
Multi level navigation menu
In addition, there is the Multi-level navigation, which is a hybrid form and contains a vertical navigation bar with multiple levels or sub-categories. A drop-down menu then takes the user to the sub-categories. When you click on a category, it opens in a separate menu. In the mobile version, the products are simply opened under the appropriate category. The navigation therefore consists of different levels and, in contrast to the mega menu, offers more clarity, as only what the user wants to see is expanded or displayed.
Footer navigation menu
Another option for navigating your website is that footer menu, which is usually an extension of the horizontal navigation bar. If the user can't find the desired link in the header, they can scroll to the bottom of the page to find more options. The footer menu is at the bottom of the page and often includes links to important pages, contact information, and links to social media.
How can a chatbot help you navigate the website?
Today, buyers expect quick help and answers — chatbots are a useful way to deliver them. As the buyer's journey on websites is becoming increasingly complex, chatbots can help minimize frictional losses and that user experience to improve. If users of a website don't immediately find the information they're looking for, they risk leaving the site and looking somewhere else. However, a chatbot can quickly provide the right answers. It can also simplify navigation on a website by directing visitors in the right direction and thus shortening the search for information. Long and confusing drop-down fields are avoided and questions can be answered quickly, reducing the number of clicks required.
Integration of chat widgets
By integrating various multimedia elements into the chat, answers to questions can not only be made more interesting, but also more vivid. The chat widget serves as an interface between the company and website visitors and enables direct communication. With the help of chat widgets, companies can proactive messages to (potential) customers send and address them specifically. An attractively designed chat widget invites website visitors to use the chatbot and thus quickly and easily inquire about the desired topics.
Uncovering the optimization potential of websites through chatbots
In addition, can chatbots Help companies uncover potential for website optimization. It may be the case that even though the company website provides all necessary information and provides answers to all questions, visitors turn to the chatbot again and again. This may be due to the fact that the content is not well structured and difficult to find. It's worth rethinking the structure of the website and placing relevant content more obviously and higher up in the website structure. Integrating the chatbot can be an ideal solution and also offers practical additional benefits.
Chatbots in marketing
With successful integration on the company website, the digital assistant also supports companies with all marketing tasks:
- Automated Lead generation
- Up-to-date service for customers and interested parties
- Optimized lead qualification
- Boost engagement
- Increase range
- Communicate actions or product updates
- Optimize cost and time efficient processes
It turns out that a AI chatbot can be an asset in customer communication. With its permanent availability, answers in a matter of seconds and also the increasing acceptance from chatbots, with every successful conversation. Customers quickly get used to being able to communicate with the company via the chatbot and appreciate the quick and precise answers to their questions.
Conclusion: Good website navigation should always be developed with the user in mind
When it comes to designing website navigation, there is no “right” way. Instead, focus on how you can get both first-time and repeat visitors to get the most out of your site. Well-designed navigation should be easy and intuitive and help users find their way around the site rather than confusing them. Badly designed navigation can cause visitors to leave the site and look elsewhere. Effective website navigation is always developed with the user in mind. It uses clear, easy-to-understand language and leads to the most important pages of the website. It is important that navigation is contextual and takes user experiences and expectations into account.
Want to try out an AI chatbot on your website?
If you are wondering whether an AI chatbot is suitable for your company website, we recommend a product demo of moinAI.
Amercian Express is also successfully using our AI chatbot on their website. Watch our free on-demand webinar with Amex now and learn how the company uses an AI chatbot to automate customer communication, improve customer experience, and increase conversion rates.
