Apparel and Accessories Sites Should Focus on Enhancing Category Navigation and Curated Paths Instead of Search

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Main Navigation Dominates 100% of test participants primarily used the main navigation and manual product browsing on apparel and accessories websites.

  

Search as a Secondary Option: Only a small group of users (10% in testing) relied on search, and only when the main navigation or browsing methods failed.


Prioritize Navigation Over Search: Apparel and accessories sites should focus on enhancing category navigation and curated paths rather than investing heavily in on-site search.


In-Depth Analysis


In a comprehensive UX study on Apparel & Accessories sites conducted by Baymard, it was observed that users predominantly relied on the main navigation and manual browsing for product discovery, rather than the search function. Despite participants being focused on finding products, only 10% utilized search during their hour-long sessions, and typically only after their primary browsing strategy failed.


Unlike larger e-commerce platforms that offer vast product catalogs where search is a key tool, apparel and accessories sites usually have fewer products and simpler hierarchies. This structure encourages the majority of users to prefer main navigation or, to a lesser extent, the homepage for finding products.


To improve user experience and streamline the product-browsing process, apparel and accessories sites should prioritize investments in category navigation and curated paths. This approach will better align with how users prefer to browse these sites, ensuring a more intuitive and efficient shopping experience.


Why Users Prefer Main Navigation:


The study revealed that, despite all tested apparel and accessories sites offering an on-site search tool, 90% of participants did not use it. Each participant tested an average of over seven sites, with the primary goal of finding apparel products that suited their needs, yet their initial approach was always to use the main navigation and, to a lesser extent, the homepage.


These findings were surprising at first since search is often assumed to be the primary method for finding products on a website. However, the flatter category taxonomy and smaller product catalogs on apparel and accessories sites make the browsing process more approachable, encouraging users to explore via the main navigation or homepage. For example, a user looking for a skirt on a well-organized site may only need to navigate a couple of layers to find the relevant product list.


When Search Becomes a Fallback Strategy


If users on apparel and accessories sites resort to search, it often indicates underlying issues with the site’s navigation or category taxonomy. Investing heavily in a search feature may only address the symptoms rather than the actual problems. For instance, unclear navigation paths or poorly organized categories may push users to search as a last resort. However, if search results are disappointing, this can lead to a negative user experience, further discouraging users from relying on search in the future.


Investment Priorities


While having an optimized search tool can be beneficial, especially as a fallback option, most apparel and accessories sites will see a better return on investment by focusing on enhancing category navigation and other navigation-related features. Additionally, optimizing other site elements like product imagery, descriptions, and user reviews should take precedence over perfecting the search experience.


In summary, apparel and accessories sites should prioritize creating a clear and intuitive navigation structure. Once these elements are optimized, supporting on-site search as an additional feature can be considered.

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