What would ecommerce sites do without drop-down menus? Very little. Visitors generally rely on them to navigate pages and make decisions. Baffled and stymied is what people would be without them. Which means the drop-down isn’t just a list --- it’s the guiding light of your website, telling people where to go and how to get there.
Given the stature and purpose of the drop-down, it behooves ecommerce marketers to ensure each one is functioning to the fullest. The first step is getting the sequencing right. Oh yes, order matters when displaying a list of options. Randomness in this department generally leaves a brand at a distinct disadvantage. It all boils down to human psychology. People, as a rule, will focus on the uppermost items first. Therefore, display your most important items from the top down, in descending order of importance.
For ecommerce retailers, the most important items are surprise – products. That’s the main attraction for shoppers. Therefore, products should comprise the initial lineup of listings. For example, if you’re a dedicated retailer of exotic waterfowl, don’t position your blog, newsletter, or other supporting material at the front of the line. Such links belong near the bottom. Never deviate from this principle, no matter how much the blogging crew kicks, screams, and accuses you of blatant mistreatment.
Ecommerce marketers also should take advantage of the various visual tools at their disposal. Many are simple n’ sweet. For example, by changing font color, size, style, or any other characteristic, the eager practitioner can emphasize item importance in a matter of nanoseconds.
The ultimate moment of truth presents itself, however, when a brand marketer must choose which mouse interaction to implement – the click or the hover. Both have their advantages, to be sure. Narrowing down the choice demands the most careful evaluation of customer preferences and profiles -- are they likely clickers or hoverers? That’s the million-dollar question.
If you have questions or comments about drop-down menus, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.