How To Optimize Your Navigation for Your January Sale

January is the sale season. Therefore, it's essential to help your visitors easily find your product on sale.

"But Mathias, this is obvious?"

Sure. But most are doing it wrong.

Here are two data-backed ways to optimize your navigation for your January sale and sell more:

Include your sales category in your top-level menu

When you look at the data, visitors often look for products on sale as the first thing they do when they arrive at your site.

This makes sense. Price is crucial for many online shoppers. Some feel good when they feel like they're getting a deal. Others want to fulfill a need, maybe a new pair of running shoes, at the lowest price possible.

Therefore, it's essential to help interested visitors find on-sale items.

You do this by showing your "Sales" category directly in your top-level main navigation.

Notice the "top-level." Don't hide it in a dropdown where visitors might miss it. Even if they find it, they have to use more clicks to navigate your site. That increases friction.

Instead, show the "Sales" category directly in your top-level menu.

Link your sales category to a filter-based collection

Here's where most get it wrong. Most sites link to a "Sales" collection that includes all products on sale. This is suboptimal.

From testing, we know that siloing people into a category with only on-sale products makes it difficult for them to find the rest of your products if the items on sale aren't interesting.

For some reason, they think your narrow list of items on sale is your entire list of products. So they don't look for other options.

Instead, it's better to link to all your prodicts (or a specific collection) with an "on-sale" filter pre-applied. This makes it easy to remove the "on-sale" filter to see a broader list of products that aren't on sale if those on sale aren't interesting.

Do you want to increase your conversion rate and sell more?

Get my CRO Notion Handbook on how to design a top-selling online store.

In the Notion book, you learn 81 guidelines for designing a top-selling online store. Each guideline teaches you how to design a specific part of your store to sell the most - and make more profits!

You can also get $100 off on my Get Started Screencast when you buy the CRO handbook. In the screencast, I go through your site and tell you where and how to optimize your site to get the fastest results.