Do Sticky Menus Hurt Conversions? Ought to You Use Them?

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Your navigation bar is without doubt one of the most crucial elements of consumer expertise in your web site. Which makes complete sense, since it’s a roadmap your guests observe. With out it, they will really feel misplaced and don’t have any option to traverse your web site with out exerting effort.

Clients don’t like friction, they need simple. Even minor elements just like the navigation menus can have massive results on consumer expertise and general web site conversion charges.

So there is no such thing as a shock there continues to be debate about the most effective kind of menu to make use of in your web site, and the do’s and don’t.

On this article, we’ll evaluate if sticky menus are higher than conventional ones for higher conversion in your web site. We are going to have a look at:

What’s sticky menu navigation?
Why navigation menus are essential elements for conversion.
How you can get supporting knowledge round which works greatest.

Let’s start by defining some key phrases…

Even probably the most non-technical particular person understands what a Navigation Menu is. Even when they will’t blurt out the technical definition, at a minimal, they’ve sensible expertise interacting with them whereas looking the net.

Techterms.com defines navigation bars as,

“A navigation bar is a consumer interface factor inside a webpage that incorporates hyperlinks to different sections of the web site. Usually, the navigation bar is a part of the principle web site template, which suggests it’s displayed on most, if not all, pages throughout the web site.”

The definition factors to the essential position of menus on an internet site, they are saying:

“The navigation bar is a vital factor of an internet site’s design because it permits customers to rapidly go to any part throughout the web site. When you’ve ever visited an internet site with out a navigation bar, you could have discovered it’s tough to find the web page you want.”

So what’s sticky menu navigation? A sticky menu is a particular navigation menu that gives the same performance as a hard and fast navigation menu, however extra. Clicktales describes sticky menus as,

“Sticky navigation is a time period used to explain a hard and fast navigation menu on a webpage that continues to be seen and in the identical place because the consumer scrolls down and strikes a couple of web site.”

At Convert, we use a Sticky Menu. Right here is an instance of what it appears to be like like:

Convert’s sticky menu in motion
(discover how the navigation bar is ALWAYS seen even because the consumer scrolls)

A number of research tie dangerous navigation menus to poor web site experiences.

In 2018, Clutch surveyed 612 individuals to establish what web site options had been must-haves for a customer to have an pleasurable consumer expertise. The next graphic highlights their findings:

Extra essential, 94% of individuals named ‘Straightforward Navigation’ as the highest ‘must-have’ function on an internet site.

Sadly, this knowledge doesn’t inform us what sort of menu guests choose.

When you ask optimizers or digital entrepreneurs, every of them may have a unique tackle which fashion of navigation bar works greatest, sticky menus, conventional, or one thing outdoors the field.

Some objectors discover sticky menus annoying and imagine they encourage individuals to click on away from the web page they’re on to go to different areas on the web site – avoiding the web site’s fastidiously crafted funnel.

Sean Nguyen, Director at Web Advisor has a vehement dislike for sticky menus. He questions, “Why would you add a lot pointless bulk?” For that purpose, they don’t use sticky menus on their web site. He says:

“Our web site doesn’t use sticky menus as a result of I discover it a really disruptive expertise. I don’t need something following me whereas I scroll, it provides pointless bulk to the web page.
A web page is structured the way in which it’s for a purpose, and there may be an order to the content material featured. The logic behind this construction is sufficient to drive site visitors and stimulate conversions, there’s no must actually observe the consumer across the web site displaying them choices.
Personally, I get aggravated and click on away when that occurs. I largely choose conventional menus. I feel that so long as you concentrate on what you function and the place, you don’t want a sticky menu.
A sticky menu is heavy, clunky, and pointless. A conventional menu is extra streamlined and appears extra skilled.”

Supporters of sticky menus are simply as adamant about their place, saying sticky menus preserve your CTA on the forefront no matter the place your customer strikes round a web page.

As with all CRO ways and methods, the navigation bar debate is subjective. Milosz Krasinski, Managing Director at Chilli Fruit Internet Consulting shared his opinion on sticky menus:

“The quick reply is that sticky menus assist conversions. Why? On-line customers are impatient. I imply actually impatient. In lots of instances, because of this a easy motion like scrolling again to the highest of a web page (a matter of seconds) turns into an irritant which can see the consumer navigating away out of your web site.

Krasinski backs up this opinion with some knowledge:

Sticky menus are 22% faster to navigate and encourage conversion by way of comfort. For instance, you will have plenty of content material in your web site which customers might wish to learn by way of earlier than following any CTA.
A sticky menu signifies that the consumer is aware of that she or he can whizz again to the house web page or contact web page with only a click on of a button fairly than having to spend these excruciating few seconds navigating their means again.
Sticky menus are significantly useful for ecommerce websites which may use a ‘floating’ CTA to encourage conversion wherever the consumer could also be on the positioning.”

With all these opinions, how do you identify when a sticky menu is the design of selection?

Let’s say you’ve designed a super-long scrolling touchdown web page.

And your CTA asks guests to make a cellphone name.

Now, would it not be a beautiful concept to let your customers see a hard and fast header with a big CTA – “Click on to Name” button as they scroll all the way down to learn all of the content material you’ve posted?

Your massive and glossy name to motion button — displayed prominently inside your sticky menu proper on the high of your web site — turns into inconceivable to overlook because it floats down the web page following your customers as they scroll by way of your long-form web page.

The second your lead decides they wish to contact you, they’ve your catchy “Name” button proper of their sight. With such a targeted sticky menu bar, your leads are solely a click on or faucet away from beginning a gross sales dialog with you.

Sticky Menus impact on Conversions — A sticky menu in motion (discover how the navigation bar is ALWAYS seen even because the consumer scrolls)

Sticky menus can work nice for homepages. They’ll encourage your customers to scroll by way of your whole web page. The truth is, there are situations of internet sites that noticed much more engagement on their long-form homepages after they changed their common high navigation menu with a sticky one.

Ecommerce web sites additionally love sticky menus as a result of they will place a CTA comparable to “Add to cart” in a distinguished spot.

Christopher Prasad, Advertising Supervisor at JookSMS echoes this, he says:

“With the help of a sticky menu, you might be free to navigate the web site with out dropping your web page. Most eCommerce websites at the moment are utilizing these components to assist present the client with a smoother and simpler option to navigate by way of related knowledge and data.
Utilizing sticky menus additionally permits individuals to interact extra within the content material of the pages. This then might help to extend general conversion price as a result of, with the menu following them on the web page, they’re then in a position to finalize their transactions a lot simpler which is what most people need: a fast and simple course of.”

Briefly: sticky menus could be helpful relying on how you utilize them.

Convert’s mantra is, “don’t guess, take a look at.” Information all the time supersedes conjecture or pure opinion.

Whereas consumer expertise is each qualitative and quantitative, the numerical evaluation can present fast perception into conversion charges and provides clues to the route you need to take your optimization methods.

The information can rapidly reply the query, “What’s our subsequent greatest step in direction of our desired final result?” And testing and experimentation is the one option to know which one converts higher. A easy A/B take a look at that exams completely different navigation bars offers you knowledge that means that you can make knowledgeable choices.

Jeff Moriaty, Advertising Supervisor at Moriarty’s Gem Artwork, shares the facility of testing:

“We have now carried out fairly a little bit of testing on our web site, one being the menu. With the sticky menu, the principle space we noticed a efficiency increase was with our bounce charges and pages seen per session. Our bounce charges really decreased and we went from a median of 1.5 pages per session to over 3 pages. This was very true with cellular guests, which is the place 70% of our site visitors originates.
We ran an A/B take a look at over two months to return to those outcomes. Since these findings, we’ve “caught” with the sticky menu for all guests of the web site and don’t plan on altering it again. One tip. Be sure to don’t have any particular choices or header bars that is perhaps affected by a sticky menu. This was the bug we discovered at first, and needed to have our developer implement a workaround.”

At Convert, we by no means counsel companies implement one thing on their web site or strive a tactic as a result of it’s stylish. You’ll waste treasured assets and get much less return in your testing program. It would grow to be topic to the whims of a development, fairly than proactive data-driven planning.

You may change your web site solely by analyzing the advance or optimization alternatives that your knowledge highlights.

Sandra Hurley, Operations Supervisor of Hayden Women confirms the facility of data-based insights. Information from their web site let her know that “customers don’t wish to scroll to the highest of the web page each two minutes.” The information confirmed the next:

“In line with our knowledge, sticky menus completely assist enhance conversion charges by way of the sheer undeniable fact that they’re much simpler and extra handy to navigate.
Earlier than our web site launched, we went by way of a number of iterations and had them examined. 85% of customers agreed that having to scroll again to the highest so as to have the ability to entry the menu and change product classes was an enormous trouble and turned them off persevering with the procuring expertise.
The overall time spent on our web site was shorter than the model of the positioning with sticky menus. When the customers tried the web site with the sticky menu, not solely was the time they spent on the positioning longer, however additionally they browsed by way of extra classes, and bought extra merchandise. As a result of the menu is all the time seen, it’s simpler to entry and extra handy.”

So in the event you determine to vary the fashion of your navigation bar, use instruments like Google Analytics to gather knowledge (for instance, conversion charges, scroll depths, and many others.) and testing platforms like Convert Experiences to check and consider earlier than and after knowledge to find what your customers choose.

Unsure the place to start, get impressed with a listing of testing concepts from Related Insights.

It’s simple to dwell in an “either-or” world. However when desirous about creating the perfect navigation menu, you wish to discover the basic UX stability between aesthetics and performance.

Maciej Fita, Advertising Supervisor at Brandignity suggests, “considering past the standard navigation construction.” He says,

“In case your major motion is a lead type your sticky menu ought to all the time have a CTA for a conversion. If it’s a free demo, that free demo CTA ought to by no means go away the guests web site.”

Fita additionally suggests staying away from streamlining modern hamburger fashion menus,

“They could look swanky, however they will actually lower leads and conversions.”

Optimization instrument, CrazyEgg, offers 9 tips about creating conversion supporting navigation bars, they embody: streamlining, making hypertext apparent, conserving your navbar in a normal place, and ensuring the menu displays your online business priorities.

Orbit Media has designed over 1000 web sites, they know a factor or two about good navigation menu design. The next video shares what they realized and provides tips about methods to make use of Google Analytics or an analogous instrument to enhance your web site navigation.

Whatever the particular menu you choose, you wish to implement the most effective design practices to make sure excessive conversion and nice UX. The next are a number of suggestions for static menus and sticky menus.

Logan Adams, Founding father of DC Advertising Digital Hour offered the next tips about utilizing sticky menus:

“An important factor when organising your sticky menus is to think about the responsiveness, and applicable name to motion for the menu, relying on the machine.
Be certain that you select a background colour that differentiates itself from any hero photos, or web page backgrounds, throughout your entire web site.
Check your sticky menu throughout many gadgets… When you don’t have all kinds of gadgets useful, you need to use the Developer Instruments in your internet browser as a fast testing resolution.”

When requested if there have been a greater different to sticky menus that present higher UX and conversion charges, Logan responded with the next:

“In an ideal world, you’d have “Sticky” calls to motion that enables a consumer to all the time have the subsequent attainable step in a funnel able to go. These are expensive to develop, and require fixed maintenance to adapt as funnels change and management needs new methods, so a sticky menu is an efficient resolution for a posh drawback.”

Jane Kovalkova, Chief Advertising Officer at Chanty, suggests:

“…solely use a sticky menu when you’ve got an extended touchdown web page and if the tabs within the sticky menu don’t deter the customer from changing. In different phrases, the sticky menu must have buttons resulting in your predominant product/service pages.”

Logan of DC Advertising Digital Hour additionally provided solutions on creating the most effective fastened menus:

By no means use greater than two sublists. If a enterprise demanded on together with that many linked-lists in a hard and fast menu, you have to sit them down and talk about which pages ought to be included in a hard and fast menu, and which could be navigated to from the web page itself.
Take into account together with key hyperlinks from the fastened menu within the footer as nicely, so customers don’t must scroll again as much as the highest to search out them.

So it doesn’t matter what type of navigation menu you select, make sure you set up consumer habits analysis CRO instruments in your web site to grasp how your customers behave. When you see display recordings the place customers must scroll all the way in which again to the highest to entry your navigation bar, then you definitely would possibly wish to think about using a sticky menu to enhance your consumer expertise.

Authentic content material created by Arian Azcua.

Initially printed July 15, 2020 – Up to date July 17, 2024

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Carmen Apostu

In her position as Head of Content material at Convert, Carmen is devoted to delivering top-notch content material that folks can’t assist however learn by way of. Join with Carmen on LinkedIn for any inquiries or requests.

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Do Sticky Menus Hurt Conversions? Ought to You Use Them?

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