How Headsets.com tunes into customers
The older navigation bar presented shoppers with five buttons to click among several types of headsets, including Wireless Office Headsets, Corded Office Headsets and Best Sellers. The navigation bar also offered several other links, including Headset Wizard, Benefits of Headsets and Staff Recommendations.
But the retailer learned that many customers responded better to a navigation bar that let them simply choose the type of device they planned to use a headset on, rather than having to first choose among headset categories like wireless, corded or best sellers.
After Headsets ran the test through UserTesting.com, its new winning navigation bar now appears with only four link buttons: Office Headsets, Home Headsets, PC Headsets and Cell Headsets. The only other information in the new navigation bar is the retailer’s 800 number, its hours of customer service, and a shopping cart icon with the number of carted items.
“The other navigation clearly wasn’t working, but the leaner, simpler look produced the increase in conversion rates ,” Burnaford says.