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1. Use global navigation to show users which product categories are available

All product categories are hidden behind dropdown menus, and a lot of top-level items don't have any explanatory value.

I'd remove the "Special Collection" and "Sustainability" dropdowns entirely, and surface categories currently under the dropdown on the top level. You may need to rename those categories to be more simple and self-explanatory, e.g. Home & Living => Home Goods.

Best Practices

New customers often rely on the global navigation to learn about a brand when they encounter it for the first time. A well-organized set of links makes it easier for users to identify what you carry, and how they might find a particular item.

Having only one navigation category for purchasing makes it more difficult for users to locate product categories and navigate the site. A single top-level navigation link, such as Shop or Shop By Category, does not tell the user anything about the types of products sold on the site and forces them to interact with the menu to simply learn what is available.

In some cases, users overlook single Shop links. A single link is much less noticeable than a global menu that exposes many product categories. 

Effort: Very Low

Impact: High

2. Offer a Best Sellers category

Replace "Shop All Products" with a top-level "Best Sellers" category instead. New visitors will gravitate there to get a feeling of what you sell.

Best Practices

New visitors often pick the Bestsellers category from the global navigation when available. Visitors know the "best sellers" category is a good place to get a sense of what the site specializes in, or is best known for.

Effort: Very Low

Impact: Medium

3. Rely on the logo to provide a link to the homepage, rather than an explicit "home" link in the navigation
Best Practices

Users are familiar with the pattern of clicking a site's logo to return to the homepage. Including a "home" link in the main navigation is not necessary, and takes up valuable real estate that could be better used by more useful or informative links.

Effort: Very Low

Impact: Low

There are 7 more recommendations to improve this design.

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