New Website Navigation Reflects Pioneering Approach from HeatandPlumb.com

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Pioneer Bathrooms, owners of the HeatandPlumb.com website, have released a new navigation for their thousands of daily users, with the primary purpose of making the user journey even more streamlined. Find out how the layout was decided, and what the reaction has been from users of the website.

With a website that receives over a quarter of a million unique visitors every month, HeatandPlumb.com is one of leading online retailers in the sector. However, the dated design of the website navigation meant that new customers were unaware of the full product range on offer. This led to the website team coming up with something more current and future-proof, and has led to praise from many returning customers.

Chris Watts, of Pioneer Bathrooms, explained the decision to change the website navigation, and the pitfalls involved. "In online retail, many companies rely on Google for a large proportion of their traffic. With this in mind, any slight change to a website can trigger a drop in search engine rankings - something that is extremely harmful. Since taking over the website last year, we have become less reliant on Google and we no longer live in fear of making a site-wide change. Because we now offer over 100,000 SKU's, we needed a way of showing a new customer that we offer more than the circa 30 categories in the previous navigation."

After conducting some research with new and existing users of the website, the company was able to ascertain what mattered most when someone was surfing the site. With the information collected, the design team started work on a new layout that would help showcase the complete product range without having to click through categories excessively.

Watts continued, "We had a lot of customers calling us up for a boiler, asking if we also sold bathrooms, and acting surprised when we told them that we did. It was obvious to us, but it is not to many of our customers. In some ways, the web designers and developers of a website are the worst judges, for this reason. With the new navigation, we have left no stone unturned. Every major category is there and reachable with a single click of the mouse. There is also space to push the product ranges we feel are the best!"

With the updated layout having been live for a week, Pioneer Bathrooms have reported that the improvements are already having an effect. Whilst like-for-like sales have remained fairly similar, many non-core items have been selling well, and bounce rates have reduced by almost 2%.

Pioneer Bathrooms took over the HeatandPlumb.com website in early 2012, and have since transformed the website into a leading online supplier of radiators, towel rails, taps, shower enclosures and furniture.

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