Increasing conversions 43% through usability testing and navigation redesign

Overview

A B2B company struggled with low conversion rates due to unclear navigation labels. By redesigning the main navigation I improved the information architecture and usability, leading to a 43% increase in conversions.

Challenge

The company's product pages had low engagement rates. Users were struggling to find relevant content due to:

  • Confusing navigation labels

  • Disorganized site structure

Before: The navigation labels “Results” and “Thoughts” caused uncertainty among our test participants.

After: Two new navigations labels, “Solutions” and “Resources” were created based on the results of our usability testing.

Approach

1. Usability Testing

  • Conducted usability testing and heuristic evaluations to identify friction points.

  • Mapped user pain points using heatmaps and session recordings.

2. Information Architecture & Navigation Testing

  • Created card sorting exercises to understand how users naturally group content.

  • Revised the site’s navigation structure to include two new category labels.

  • Tested new navigation labels through tree testing for clarity.

3. Wireframing & Iterative Prototyping

  • Designed low-fidelity wireframes to test navigation flows before development.

  • Conducted Click Tests to validate my approach.

Outcome

  • Conversions increased 43% after implementing the new navigation.

Key Takeaways

  • Clearer navigation directly impacts conversions – Users need intuitive pathways to find what they need quickly.

  • Testing before implementation saves time – Card Sorting and Tree testing helped refine navigation before launch.

  • Small changes = Big impact – A well-structured information architecture can drastically improve engagement.