STOP Using Audience-Based Navigation
Description
In this episode of Websites Decoded, Phil tackles one of B2B websites' most persistent navigation problems: audience-based menus. While it seems logical to segment content by industry, role, or use case, Phil explains why this approach creates confusion and reduces engagement.
Buyers don't visit your website to learn about their own industry – they're there to solve problems. Forcing them to self-identify adds unnecessary friction to their journey. Phil shares research showing audience navigation receives as little as 6% of clicks and offers practical alternatives, including strategies for multi-audience websites that serve different customer groups without compromising user experience.
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