A transformed menu navigation system, designed for seamless shopping and optimised conversions

The Challenges

Tradelink’s e-commerce platform struggled with navigation inefficiencies, including:

• A 2-level product classification that limited browsing depth and discoverability.

• A lack of mobile-first optimisation affects nearly half (49%) of its retail traffic.

• Disjointed menu architecture, making it harder for users to find products quickly.

• No automation for empty categories, leading to poor user experiences.

• SEO limitations in breadcrumbs and URL structures, reducing search visibility.

These challenges impacted product discoverability, leading to lower engagement rate and friction in the purchasing journey—ultimately affecting sales and conversions.