Ecommerce websites are letdown by poor navigation

Most ecommerce websites are still taking a very hit-and-miss approach to the design and navigation of their sites – arguably the most powerful shop window they have.

All too often, customers are still being bounced around poorly constructed websites in such a way that they are left dizzy and frustrated by the time they shut down their PC, with their basket still empty.

The most effective websites should always be works in progress, which use ongoing, interactive changes to continually improve the customer experience. By constantly testing out thousands of slightly different variations of a web page in a live environment, brands can see which pages yield the best results. This is very easy and affordable to do, and has been shown to represent much greater value for money than search engine optimisation.

The factors that make the biggest difference to website performance can often be small and subtle. For example, just by flipping the position of the “log-in” and “register” boxes has enabled some companies to achieve a 10% increase on conversion rates.

Being innovative needn’t mean making radical or costly changes. It’s about paying more attention to the detail of how customers navigate and behave on your website, and then responding with enhancements that can be delivered quickly – without having to wait for the next web development cycle.

Mark Simpson,
Founding and maaging director, Maxymiser

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here