Navigation is the primary point of engagement for users on your site, and when built effectively improve the process of getting from Point A to B. With the ever-increasing expectation for immediate access to content, we can reduce user friction if a customer is able to quickly navigate to their desired target.
Through working with various organizations to optimize the performance of their websites, we've noticed that taking the extra time and care to effectively execute a website's navigation will make a huge positive impact.
When developing navigation, we need to consider the individual user's experience. This includes the type of device their accessing your website from. Users on mobile devices have much less visual space to fit in your navigation, so everything needs to be clear and concise, not to mention touch friendly with large active areas for each link. Typically mobile navigation will be toggled by a single persistent menu button at the top of the page. Most frequently this is an icon with three bars.
Some additional options to consider are persona-based navigation groupings. This allows a customer to browse your site based on their industry or customer type and quickly get to relevant related content.
Your navigation is one of the most commonly used components of your website and putting in the investment for proper planning, organization, and great design will make for a positive impact for your visitors.
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