From Lead to Conversion: How Simplified Navigation Drives E-Commerce Growth! ??

Consider the scenario where I visit a physical store to purchase a product with a minimum price of $400. Upon arriving, I find several variations of the product within this price range. Additionally, by adding a few more dollars, I could get a higher-end version of this product. I also notice that several stores in the same shopping mall offer the same product with price variations, some even providing discounts. At this point, I'm confused. However, after careful consideration, I decide to buy the product from the first store I visited. When making the purchase, the salesperson shows me various add-ons, which I don't wish to buy immediately. I intend to finalize the payment and leave. Yet, the salesperson continues to emphasize these add-ons. I insist on seeing the payment options, as my primary goal is to complete the purchase.

This is the exact type of experience customers encounter in e-commerce (online shopping, online car rentals, etc.). What would have happened physically now takes place online.

In e-commerce websites and apps, it's essential to set clear goals for each page and streamline the navigation system. The customer's journey should be as follows: they arrive (through various funnels generating leads), take some time to make a decision based on their needs, and once they decide, they complete the purchase without complications.?

As the business, it's my responsibility to determine when to prompt login, what information to collect during payment, and how to incorporate upselling. The customer should never be burdened with these decisions. Ideally, if the customer can purchase without logging in, it enhances their experience, reducing friction. My focus should be on ensuring that the customer is not interrupted or overwhelmed. By presenting them with clear, value-driven options (e.g., "here’s the benefit if you add this"), I can guide them toward their needs without frustration.

In conclusion, simplify the navigation, set clear goals for each page, and keep those goals visible within the viewport. This makes the customer's journey seamless, leading to an increase in conversions. At the end of the day, both the customer and the business will be satisfied.