This document discusses creating effective information architecture for ecommerce websites. It emphasizes understanding user intent, goals and behaviors. Key points include mapping the user journey, providing a clear navigational structure and language, focusing on usability, and testing and iteratively improving the information architecture based on user data and feedback. The goal is to craft an intuitive experience that satisfies users and achieves business objectives.

1. Creating Effective
Ecommerce
Information Architecture
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2. What is Information
Architecture?

3. ● Site & catalogue structure
● Core processes & functions
● Business reporting & web analytics
● SEO
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4. ART SCIENCE
ROLE
PLAY
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5. Know
Yourself.
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6. What’s
your
vertical?
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7. #YMYL
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8. What
makes
you
unique?

9. @Jammer_Volts#SearchLove

10. @Jammer_Volts
What’s
your
business
goal?
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11. Macro Conversion Micro Conversion
Online Sale Sign up for email
Phone (Offline) Sale Download spec sheet
Download white paper
Add item to cart
Utilize Chat
Email for price
Play video
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12. @Jammer_Volts#SearchLove
Does this page
create momentum?

13. Good IA adapts and
grows based on user
behavior
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14. Know your
customers
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15. Users are on a quest.
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16. “I want to
buy a
toaster.”
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17. Classic Navigation
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18. “I want to
host
brunch.”
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19. Conceptual Navigation
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20. Can your site give them
what they’re looking for?
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21. If you want their money,
respect their time.
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22. Is what you’re asking them to do next
clear, logical, and reasonable?
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23. User
Intent
Business
Goals
Effective
IA
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24. Satisfy user
intent.
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25. In a perfect world, we can map their
landing to the Customer JourneyAw
areness
Research
Conversion
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26. In
reality...
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27. How do we build IA
for real humans?
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29. @Jammer_Volts#SearchLove
Home
Product
Listing
Category
Product
Detail
Kitchen
Appliances
Kitchen &
Dining
Waffle iron
Classic
Silo
Global Navigation

30. @Jammer_Volts#SearchLove

31. @Jammer_Volts#SearchLove
Home
Product
Listing
Category
Product
Detail
Table
Linens
Home
Decor
Tablecloth
Kitchen
Appliances
Kitchen &
Dining
Waffle iron
Conceptual Silo

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33. Craft recognizable
landscapes
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34. Where can I go?
Where have I been?
Where am I?
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36. @Jammer_Volts#SearchLove
Home
Product
Listing
Category
Product
Detail
Table
Linens
Home
Decor
Tablecloth
Kitchen
Appliances
Kitchen &
Dining
Waffle iron
Breadcrumbs
Product Crosses

37. Strong Relevant
Interlinking
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38. Don’t be too proud of this
technological terror
you’ve constructed.
The ability to optimize is
insignificant next to the
power of user intent.
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39. @Jammer_Volts#SearchLove
Get to
products
fast

40. @Jammer_Volts#SearchLove
Help
users
make
informed
choices

41. @Jammer_Volts#SearchLove
Home
Product
Listing
Category
Product
Detail
Table
Linens
Home
Decor
Tablecloth
Kitchen
Appliances
Kitchen &
Dining
Waffle iron

42. What can we give users to
empower their experience?

43. A map.
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45. * an accurate map.
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46. @Jammer_Volts#SearchLove
≥1 static text link
for every page

47. A common language
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48. Match
autosuggest
to
indexable
pages
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49. A clear
next step.
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50. @Jammer_Volts#SearchLove

51. A consistent
experience.
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52. @Jammer_Volts#SearchLove

53. Consistency
applies to
link
structure.
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54. Let’s Get Tactical
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55. Wide > Deep
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56. @Jammer_Volts#SearchLove

57. Faceted navigation is a
powerful longtail play.
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58. With great power comes…
equal potential for
imminent doom.
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59. Duplicate
Content
Crawl
Budget
Link
Equity
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60. Cake & Too
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61. Not all
filters are
equal.
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62. Which filters are
actually useful?
Check internal site search
and GSC queries. Talk to real humans.
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63. Create new URLs
for filters.
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64. Create new URLs
for filters.
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Don't create multiple copies of a page
under different URLs.
https://support.google.com/webmasters/answer/403
49?hl=en

65. Use Curate parameters.
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66. /prod?param=useful
re=”canonical”
href=”/prod?param?=useful”
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67. prod
prod
+
+
?para=useful-1
?para=useful-1
&facet=rad
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68. Indexable
parametered
URIs
breed like
bunnies.
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69. ALL THE
PARAMETERS
!
“Nah.”
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70. @Jammer_Volts
(Psst… Configure your
parameters)
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71. Know when
to promote
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72. “Congratulations,
Heart Health!
You’re a real
category now.”
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73. Useful… but
not ambitious
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74. /prod?param=notuseful
rel=”nofollow”
re=”canonical”
href=”/prod”
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75. noindex and
canonical
don’t mix
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76. Category agnostic PDP
URLs allow for
cross-categorization
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77. site.com/womens/dresses/it-has-pockets
site.com/sale/womens/it-has-pockets
site.com/brand/it-has-pockets
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78. Match
placement
to user
intent
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79. Expand
on
options
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80. Consolidate product variations
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81. Don’t
disrupt
their
journey.
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82. Good IA
makes
SEO
easier.
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83. Be curious. Keep learning.
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84. Test.
Iterate.
Share what you learn.
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