‘Four websites that have reduced their primary navigation options’ – EConsultancy

Ben Davis says, “In 2017, more websites will be reducing their primary navigation options.

But why, and who has done this already?

As Michael Sandstrom has previously pointed out on the Econsultancy blog, it’s all about defeating the tyranny of choice.

Michael advocates reducing choice paralysis by choosing relatable products categories, perhaps fewer in number, to encourage a smooth transition through the site.

We highlighted this trend in our 2017 web design trends, and did find a few dissenting voices in the comments, some of which suggested that ‘hiding’ an important category within a more generic one is counterintuitive.

In reality, any change to primary navigation options will be carefully monitored to see if it has the desired affect on customer conversion.

Here are four websites that have reduced their header menu options in a recent redesign”.

Four websites that have reduced their primary navigation options

EConsultancy