**Editor's Note** One of the easiest ways to increase your web site sales (the fabled browsers to buyers conversion ratio) is by improving the navigation structure of your web site. Often fine tuning the navigation can increase conversions by a few points which in turn can boost sales from 5-500%! This issue we look at "Ten Quick Navigation Tips" to make your web site more effective. Enjoy... Mike @ Surf22

What is it you want your web site to accomplish?

Are you selling a product or service?

Do you offer information?

So Why Then Are You Hiding It?

==================== Make Your Site Flow! ====================

Every web site is different but there are certain rules of thumb you need to follow if you want your web site to be effective:



1. Make sure the main product, service or information is no more than two clicks away from your index page.

2. Don't hide your navigation, make sure your text links look like links and don't expect people to automatically assume an image is a link, if it is, label it as such!

3. An effective navigation is an instinctive navigation. Standardize your navigation, keep it in the same place on every page!

4. Create paths for people to follow, categorize your pages and build your navigation structure accordingly. Don't list a link to every page on your index page, this is what the site map is for. Too many links will overwhelm people who won't know where to go and what to choose. (Paralysis of Analysis!)

5. Have a readily accessible site map or table of contents. If possible (and reasonable for your site, i.e. several dozen pages) you can even add a site search engine to make it as easy as possible to find information on your site.

6. Make sure every page prominently links back to your index page. This way if someone does get lost they can start over easily.

7. Don't rely strictly on JavaScript, Flash, applet or other fancy navigation that older browsers may not be able to "see".

8. Make sure every page (or at least every page selling something) has a link to a Customer Service and/or FAQ page.

9. Track your traffic, find out which pages are most popular and why. That way you can open up easier access to low traffic and take advantage of busier pages.

10. Last but not least my favorite navigation improvement technique:

Find an innocent victim, someone who has never seen your site and preferably knows little or nothing about the Internet and stick them in front of your site. Let them explore it and take careful notes where they go and where they stumble. Afterwards interrogate them gently and take their feedback seriously. They may represent your average user!


Take a look at your site using these ten points and see what needs to be improved. If you are serious about improving your web site lay out your web site on paper, where do you want people to go? Then compare that to your actual web site and make the necessary changes!


Happy Marketing!

Mike Beriault Editor, Surf22



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