A webshop is a complex website with a wide range of functionality. However, it is not enough to build a page and just fill it with products. If the structure and navigation of your webshop is confusing and complex it will not bring any value to the business.
Planning the webshop structure is a fundamental stage regarding the development, marketing, SEO, and internal business processes. Without a thorough analysis, it is almost impossible to develop a structure that will be affordable for customers, employees, and search engines at the same time.
There are some problems that may arise in case of not properly designed webshop structure:
- content duplication
- the need to configure the „redirection”
- additional costs for changes implementing website set up
- difficulties with the addition of new pages
If you initially put necessary functionality into the shop you will not be forced to implement complex and expensive changes in the future. It is an example of the simple webshop structure:
- Product page
- Product comparison
- Shopping cart
- Order processing
- User records
- Delivery address
- Order history
- About us
- Delivery and Payment information
- Terms of return
Each of these components determines the final outcome. The risk to get lost in illogical navigation chains can significantly decrease customer loyalty. A customer feels comfortable and can find any product without extra efforts on the website with a properly designed structure.
It is also important to pay particular attention to the product hierarchy. It is not enough to be guided by subjective desire to arrange products in a certain way but by strict logic that takes into account the specifics of search engines. A clear hierarchy is an issue for all industries, especially for those who are distributors or manufacturers with many product lines and hundreds or thousands of items.
Creating mutually exclusive groups of products significantly improves the navigation, which at a first glance, seems like a simple task but can be sometimes difficult to achieve. To make the process easier you can start with determining the key categories or applications, and then continue by dividing based on the functions and main characteristics of your products.
Remember that a well-done structure determines the whole success of eCommerce. Giving the customer an intuitive and understandable way to find products increases the chances of product purchases.
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