With the frenzy of Brown Thursday, Black Friday and Cyber Monday sales (plus many other near-Thanksgiving-almost-December sales), the ability to quickly navigate retail websites is crucial for an efficient shopping strategy. Yes, shopping does require strategies – don’t let anyone tell you otherwise!
When I look at department store websites, I like to check out all their offerings for particular brands. To my frustration, quite a few sites don’t offer a very simple and convenient user experience element – a link to the brand’s category page.
Offender Numero Uno: Bloomingdale’s
Offender Numero Dos: Saks Fifth Avenue
Now that we’ve gotten the offenders out of the way, here are some examples of retailers who do it right:
Reformed Offender: Neiman Marcus
Neiman used to be an offender, but has since seen the error of their ways!
Good Example Numero Dos: Zappos
Not surprising that they’ve implemented this, given that they have an entire page dedicated to their user experience team.
Aside from the user experience benefit, including a text link to the brand category page provides value from an SEO standpoint. So really, please just do it.