There are lots of different ways that individuals will approach a website. Some people will be looking for a specific product or service, while others are there to browse, educate and inform themselves. Website navigation is an important part of the user journey, as it can help guide people towards where they want to go with a responsive design. It can also take different browsing habits into consideration, which ultimately improves user experience.
This article is going to take a look at two different types of users – the hunter and the explorer – to try to show the importance of well-implemented website navigation.
Imagine a hunter tracking down the biggest deer in the forest. The hunter is focus-driven, with a clear goal in mind – the deer. In terms of web design, a hunter is also focus-driven, but instead of a deer, it is information, a product or a service that they are on the hunt for.
If a hunter is looking for a product online, they will generally be honing in on that specific product when they land on your website, which means they want categories to choose from. If they have to type different queries into the search bar until they find exactly what they want, they’re going to go elsewhere. A responsive website design will also encourage the hunter to follow through and purchase that product from you. So making it a quick, streamlined checkout and payment process will be your best bet in landing a sale from a hunter.
Explorers are essentially window-shoppers, looking to inform themselves about a product or service instead of making a quick purchase. Sometimes, they may not even know they need a product or service until they come across it, which means ideally, your website needs to be set out for browsing. This is almost impossible to achieve, so a well laid out, responsive website with plenty of informative content will entice the explorer. If they like what they see, they may just place an order.
The importance of website navigation
It is advised not to target both of these groups at once, as ultimately hunters and explorers are looking for different things. A hunter does not want to be bogged down with walls of information, and an explorer needs more than a buy now button. Decide who you are aiming to attract with your website and create a responsive design around that persona. This will ensure the right users are landing on your page.
If you’re looking to revitalise your online presence to attract hunters or explorers, get in touch with our experts at CDA today.