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Tweak Your Categories To Increase Conversions

The rationale behind a site's various categorization schemes is a topic that comes up often during Web site effectiveness testing at the Rimm-Kaufman Group. "How to categorize and present major navbar links," says Alan Rimm-Kaufman. "How to categorize and present subnav links. How to categorize and present site search results. And so on."

And though your current categories may make sense to you, they could actually be standing in the way of conversions because they don't make sense to your visitors. Rimm-Kaufman says that using data from site search analytics and usability tests can illustrate where your categorization scheme is faltering. Armed with the results, you can make the necessary changes to things like headlines, product buckets and even the sitemap that will pump up conversions.



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