Large sites with a variety of content, multiple categories and subcategories are difficult for users to understand. Sometimes it is not easy to understand exactly where on the site you are, without additional clues.
Their role is played by the so-called “bread crumbs” - navigation chains, which facilitate the movement of a visitor through the site and thereby improve behavioral factors. For an online store, improved PF often means increased sales. Let's see how it works.
Remember the fairy tale about Hansel and Gretel, which, because of the famine, the parents took to the forest and left there? They gave the children a piece of bread, and while they reached the forest, Hansel chopped up bread and threw it at his feet to find his way home.
From this story came the name of the navigation chain for the site. No matter how deeply the user goes into the site structure, he will always be able to navigate and reach higher levels of the site (from a subcategory to a category or from an article to a section, for example) thanks to Breadcrumbs, which literally follow the visitor’s heels or simply show the structure site.
Simplifying site navigation is a way to delay a person and make make it go to a subsection to view other materials. For example, a person who searched for a specific model of a camera in a search engine and switched to a digital technology site after reviewing its description may be interested in other models. To return to the rubric with a range of cameras of a particular brand, he will do it with the help of a navigation chain.
If there are no bread crumbs, the potential buyer has to look for a category in the catalog, which makes it difficult and slows down the search. It turns out that a certain percentage of customers leave without buying anything due to navigation problems.
In one of the foreign studies, it was said that of the 40 largest e-commerce sites, 68% had difficulty installing this navigation element. In 45% of cases, online stores used only one way to create "crumbs", and in 23% on websites they were completely ignored.
Researchers identified 2 types of navigation chains:
A -. AT -. With
Structural bread crumbs, on the contrary, will not show this way, but they will lead the person to another, unknown path. If he was in the category with Nokia phones and decided to look at iPad tablets, then a similar way will be indicated:
Digital technology -. Tablets -. iPad
T. E. In the chain will not link "Nokia Phones."
The study authors recommend using both types of navigation chains on the site. This approach helps the user not only to keep the road already covered, but also to expand the capabilities of the site review. Thus, the online store gets more chances to keep the buyer and push him to order goods from different categories.
Breadcrumbs may appear in the issue of Yandex and Google. From this snippets become more attractive, they have additional clickable links, which are sometimes highlighted (if the "baby" corresponds to the search query). As a result, the CTR of the site snippets increases, it gets more referrals from the same number of impressions, which does not go unnoticed by search engines.
In Yandex, the snippet navigation chain can also be formed regardless of the presence of crumbs on the site. That is, to build it, the search engine can take an internal link with the anchor from the context of the article. In addition, the search engine directory states that it is desirable to match the title of the page with the anchors of the links that lead to it. Title and anchors should be as short as possible.Note that navigation chains are formed by Yandex for large sites with completed sections / subsections. If there are only 1-2 pages in one resource category, the bread crumbs are unlikely to appear in the issue.
Unlike Yandex, Google suggests using microdata to display a chain in a snippet. Schema markup is used for this purpose. org or data-vocabulary.
Thus, navigation chains are a classic of advancement, which has existed for a long time, but does not lose relevance. On the contrary, due to the improvement of search algorithms that take into account the PF, the function of bread crumbs has become more useful than ever before.