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One of the most vital parts of your website is the navigation. Making your site visitor friendly through using easy to navigate pages will increase your sales. I recently visited one of my favorite outdoor retailer's website and found it to suck for navigation.
Black Diamond Equipment provides world re-known outdoor equipment which I highly recommend, unfortunately their website navigation just out right SUCKS.I went to their website to see the new winter gloves and gators and was first welcomed with a new fresh website that actually took sometime to upload. Once the page did upload I was unable to find the store. Take a look at the following photo to see if you can find the retail store.
After not being able to find the store I wanted to contact them but couldn't find a link on their front page enabling me to email them. So, I chose the "Customer Service" link. A new visitor who has never purchased products has yet to even be a customer wouldn't think of going here. Wow, I finally found a contact email address. While writing about my bad experience with their website navigation, I gave it one more try to find the store. The following image shows the Customer Service page and links. You'll notice "Climb", "Ski", "Mountain", and "Journal" at the top left. When I moused over them I found a drop down with links to their products.
Many new potential customers who experience the same frustration with their website navigation would most likely zoom off to a competitors site. When you rely on product or service sales it is vital to make it easy for potential customers to visit your store. Black Diamond's website required me to go 2 links deep before finding their products which is way to far away from their home page. Easy website navigation returns more sales. Yes, Black Diamond your equipment is superb, but you website navigation totally SUCKS! Fortunately I can drive (or ride my bike) to your physical storefront and view your products, but the person living out in the great solitude of our huge backcountry doesn't have this option. I hope next time I can go to your front page and have the option of selecting to visit your online store without having to play hide n seek.
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