E-commerce: Four Tips for a Better Customer Experience on the Web

Fry noted that online merchants can learn a lot about the effectiveness of site navigation by paying attention to visitation patterns. For instance, if particular product categories on your site are highly trafficked but don’t result in equivalently high conversion rates, the problem may be that those product categories are too broad. Further sub-categories could make it easier for customers to find and purchase products, Fry said. Likewise, if a particular sub-category doesn’t get much traffic, it may be that customers are having a hard time finding it. That sub-category probably can be folded into a larger category.