What’s on the Menu? Tips for Building Effective Website Navigation
Imagine your website as a nice restaurant. You seat your visitors at your homepage and hand them a menu, leaving them to navigate it on their own. If the menu is unclear, overwhelming, or missing the tools to help them find what they are looking for, you risk your visitor getting up and leaving!
In a series of miscellaneous mixed menu metaphors that run the risk of making you quite hungry (and not just for website improvement!), we’re going to show you how to fix up your website’s menu.
If you’re in a rush, however, and looking to dine and dash, you can skip ahead to the last section, “Bon Appetit” and read the core steps of this article as a simple 5 item list.
The Mise en Place: Organizing your Navigation Menu
You may have heard of a hamburger menu – a dropdown menu represented by three horizontal lines – but here we are building a new type of hamburger menu. It is a hamburger, separated into menu items to illustrate how to improve your menu structure.
Here is an example of a not-so-great menu listing parts of a hamburger:
Mustard
Bun
Bun
Relish
Patty (this can be beef, chicken, vegetarian, or other)
Ketchup
Toppings
Plate
Ordering (from) the menu
What’s wrong with this website menu? Well, for starters, the items aren’t in any sort of coherent order. When ordering your menu, you want to have it logically organized, and take advantage of the primacy and recency effect. The primacy effect tells us that people tend to remember the first couple items in a list (the first being most memorable, the second less so, and so on), while the recency effect suggests that the most recent item read (usually the last in a list, unless the user’s reading style is somewhat unusual) also sticks in the reader’s memory.
Using this cognitive cheat code, you’ll want to put your most important item at the top of the menu, followed by your second most important item and so on, with the last item as something you also want people to remember. In our example above, the reader may come away from the menu remembering only mustard, a plate, and maybe a bun or two. Not exactly ideal if you want them to picture a hamburger.