Observed Signal · Mar 18, 2022 · Editorial / Best Practices · Source: OnlineMarketing.de · Impact: 2/5 · Sentiment: Positive
Five ideas to optimize mobile navigation
Smartphone shopping is now the dominant online shopping method. Data from 400 clients show mobile traffic averaging 67% over the last year (Mar 2021–Feb 2022), with desktop at 33% and tablets at 2%. The article presents five mobile-navigation ideas for retailers to optimize mobile websites and apps, aiming to improve product discovery and metrics such as search ranking, bounce rate, page views, dwell time, and return visits. The ideas cover: 1) designing the main menu for mobile with vertical/hamburger layouts; 2) using icons instead of text and testing iconography and CTA buttons via AB tests; 3) ordering menu items based on importance and user affinity data; 4) tailoring mobile menus for different user groups based on browsing history, highlighted by e.l.f. Cosmetics’ 17% CTR lift from personalization; 5) aiding navigation between category pages, suggesting mobile-friendly CTAs or category banners over breadcrumbs on PDPs. The piece emphasizes ongoing testing and personalization, and notes collaboration with Dynamic Yield.
Practical best-practices article with moderate relevance to AdTech/MarTech; mentions a MarTech partner and data-driven personalization.
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Key Takeaways & Evidence Grounding
- Mobile traffic among 400 clients averaged 67% in the last 12 months (Mar 2021–Feb 2022); desktop 33%; tablets 2%.
- The article outlines five mobile navigation optimization ideas (main menu design, icons over text, order of menu items, personalized mobile menus, navigation between category pages).
- AB-Tests recommended for validating new symbols and CTA buttons on mobile navigation.
- e.l.f. Cosmetics achieved a 17% CTR lift due to personalized mobile menus.
- Content produced in collaboration with Dynamic Yield; examples reference Nike and Amazon mobile navigation approaches.
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