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Every month, one of our team members will cover
a new, relevant topic related to the CRO & UX world. Follow along and learn how different seemingly insignificant details can change the user experience
for the better and help you boost your sales!
According to CXL, users spend 6.44 seconds viewing the menu. That's how much time you have to guide them to the correct category. Below are tips to help
you do that!
Category navigation
1. List main product categories in the header on the desktop
It will help users reach the products faster, as well as help them quickly understand what your website sells.
2. Sort first-level categories by popularity
This way, users will be able to access the most popular items more quickly. Just check in your web analytics, which categories are getting the most page views & generating the most sales.
3. List product subcategories alphabetically
Sorting subcategories in alphabetical order can help users scan extensive menus much faster.
4. Make the menu sticky on scroll up
As users scroll down, allow them to focus on the content by hiding the menu. Once the scroll-up is detected, bring it back and keep it sticky, as it indicates users are considering changing the content they're exploring.
5. Use distinct category names
When naming your categories, think about the different types of customers visiting the store and then distinguish if the titles are coherent and intuitive for each of them.
Tree testing is an effective method to evaluate whether the menu is well-structured and users
have no issues finding needed products.
6. Organize products by shopping style
Provide users with the option to shop by product style or use case to help them find the correct product selection. For example, a good idea for a kid's apparel website would be to provide an option to shop by age.
7. Highlight relevant promotions
With careful design considerations, a menu is alsоa great place to highlight specific promotions. Put an eye-catching banner on one side of the menu and see how it nudges users to explore the promotion.
8. Include sales and TOP as menu categories
It's a great idea to highlight sales or TOP 10 (or 20, or 100) products on the menu. To make them stand out,use a distinct color such as red.
9. Have visual guides in the menu
As users are browsing subcategories on a desktop menu, the first-level category should be visually highlighted so that users at all times understand which category they have opened.
Try to combine long menus into broad categories
to avoid having an overwhelming number of categories presented all at once.
Include photos in the menu to make it visually more appealing and help users to spot
relevant products sooner.
Include photos in the menu to make it visually more appealing and help users to spot
relevant products sooner.
Anna Ivuškāne
Senior UX Researcher
Anna started her career in the traditional marketing sector but quickly realized her interest in consumer behavior and research.After getting an academic background in market research, she began a deep dive into user behavior analysis online, focusing on user testing and website optimization to deliver the best user experience.
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Meet the team

Olga Kimalana
Head of CRO & UX
Follow along and learn how different seemingly insignificant details can change the user experience for the better and help you boost your sales!
Anna Ivukšāne
Senior UX Researcher
Anna started her career in the traditional marketing sector but quickly realized her interest in consumer behavior and research.
After getting an academic background in market research, she began a deep dive into user behavior analysis online, focusing on user testing and website optimization to deliver the best user experience.
Beate Jirgensone
UX Researcher
Beate is curious about people and their needs; she wants to learn how users think, understand their goals, and figure out why they behave as they do. By running user tests and optimizing websites, she wants to provide the best possible experience for users.
Agnese Čākure
UX Researcher
Agnese enjoys thinking about how different people interact with the same website—what they find useful, what elements are distracting, and what would make their journey quicker and simpler. Previous work experience in the B2B sector has helped her understand the needs of people who use eCommerce for work. The main goal for Agnese is to make the customers feel that their needs are thought of and their time is appreciated.
Arseniy Sergeyev
CRO/UX Strategist
Arseniy is an ideator and problem solving facilitator. He invests his management skills and passion about behavioral psychology, science and technology towards creating seamless interaction experiences. He helps brands make more money by removing imperfections from users’ interactions with them and turning shopping into a more convenient experience.
Ekaterina Kovalevskaya
UX Researcher
Ekaterina is all about delivering a great UX, she’s innately curious, enjoys getting to know and understand others, and has an eye for design improvements and a knack for product thinking.
Janina Juskevica
CRO Specialist
After having studied business and finance, I soon realized that I would like to tie my career with something dynamic, analytical, creative, which as a cherry on top would also have a psychological aspect nearby - CRO was an impeccable blend perfectly encompassing all those areas. Helping businesses answer key questions - what, where & why -, as well as providing valuable and actionable insights for further user journey refinement is what keeps me motivated and enthusiastic about the work that I do.
Laura Vaidere
CRO & UX
Laura has notable experience in Linguistics and IT Project management.She has always tried to seek her career path that would combine psychology, languages, arts and technologies.
And as it unfolds, being a part of CRO & UX department in Scandiweb is the perfect match for Laura.
Patricija Rozenfelde
CRO & UX
Patricia has a good eye for details, which helps her to better design customer experiences and critically evaluate all aspects of e-commerce to achieve goals.Over the last 5 years, she has developed countless UX and CRO strategies for clients in various industries to improve the customer experience.Patricija is most happy when it is necessary to optimize the existing experience or develop a new user experience concept.
Tamari Giunashvili
CRO/UX Specialist
Tamari's main motto in life is "if you never try you will never know" which she likes to apply to her daily work as well. Discovering the ways human behavior affects and shapes digital space is always exciting and being part of the most dynamic industries in the world, makes her challenge herself all the time in order to deliver the best user experience.
Elene Minashvili
Marketing Project Manager
Elene believes correct communication is half word done. Therefore pays close attention to managing and establishing client relationship, coordination of projects. On the other hand facilitates the smooth and efficient communication between internal teams working on the projects.
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