Navigation Pages

Some pages exist mainly to help people get somewhere else, home pages, section main pages, product-listing pages, and search-results pages all share this same core purpose: providing direct pathways to closely related content. A home page typically offers descriptions of the site's main sections alongside links to them, what the source material calls scope notes, helping visitors understand what each part of the site actually contains before they commit to clicking into it. Section main pages do the same job one level down, with excerpts or descriptions pointing to their own subordinate content.

These pages commonly take one of two forms: list pages, which present easy-to-scan vertical listings of individual items, or card-based pages, which use modular visual components to convey similar information with more visual weight per item.

A navigation page that people arrive on and immediately bounce away from hasn't failed by being unattractive: it's failed at its one job, which is convincing someone to go one step deeper.

Exercise

The scenario: A large online bookstore's category landing page for literary fiction is described as follows. The page has a page title and nothing else above the fold, no description of what "literary fiction" as a category actually covers, no preview of featured or popular titles, and no images. Below that, it lists every single subcategory alphabetically, from "Coming-of-Age" to "World Literature," with no distinguishing information beyond the subcategory names themselves.

Analytics show users who land on this page have a high bounce rate and low click-through to individual titles.

What is most directly causing the high bounce rate on this page?