Why is it important to be visible in the navigation?
Not all traffic that enters CDON uses the navigation to find what they are looking for. Some customers solely use the search function or enters the site directly on the product page.
But it is very common that the customers use the navigation to find what they are looking for. Some uses a combination of methods to find their product but the customers with the highest conversion rate have one thing in common and that is that they have used the navigation as a part in their customer journey.
This means being visible in the navigation will greatly improve the likelihood your products end up in the basket of a customer who convert.
The navigation looks the same in all countries as default
As default the navigation is the same in each country CDON operates in with the obvious exception of the language difference, but smaller differences can occur when country specific properties need to be considered.
Navigation ≠ categorization but they are closely linked
Each category has a “home” node in the categorization meaning that every product is possible to find in the navigation. But while a product is limited to one category in the categorization a product can be shown in multiple places in the navigation.
Navigation = Categories and/or Attributes and/or other search phrases
Each category has a “home” node in the navigation as explained earlier. But the navigation is a lot bigger than the 5 500+ different Google categories that currently exist.
This means that there are a lot of navigation pages that are built with the combination of categories, attributes, and other search phrases. Some navigation pages only use one of these building blocks while others use all three components.