Improve eCommerce Revenue with a Navigation Makeover
In our last videoblog / blog, we talked about how a better user experience allowed Zest Dental Solutions to charge 10-26% more for the exact same products sold on other dental companies’ sites. Customers could find the product faster and more easily than they could on cheaper eCommerce sites. So instead of wasting their time, they were willing to pay a little more by using Zest.
If you’re interested in the story, please check out the blog post: Dentists Will Pay 10% to 26% MORE for a Better eCommerce User Experience.
User friendly eCommerce categorization and navigation is one of the things that let Zest charge so much more for products you can easily buy on at other dental eCommerce stores.
Today, we’re going to give G&L instruments an online makeover. G&L isn’t a dental company like Zest Dental Solutions. It makes something you’ve probably seen a lot before but may not know much about, guitars. We’re going to take eCommerce category and navigation principles and apply them to the G&L site, making the target customers online experience faster, easier, and more enjoyable.
By the end of this, you’ll not only know more about guitars, you’ll know more about how to structure your categories and navigation for a better, more profitable eCommerce store.
As a music lover and guitar player, G&L Musical Instruments is one of my favorite companies. It’s named after George Fullerton and Leo Fender, two good friends who spent decades changing guitars and popular music. It’s the last instrument company created by Leo Fender, father of the modern electric guitar. Leo Fender was the creator of the famous Stratocaster electric guitar shape that most people associate with electric guitars today. I like to think of G&L guitars as the final, most polished versions of Leo’s work.
G&L’s website is a little dated, but that’s what makes it a great teaching example. Watch our YouTube video log for more on how we makeover G&Ls website / eCommerce nagivation into something that helps new customers find what they’re looking for.
