The document summarizes a presentation by Jenny Benevento and Abby Covert on navigation as a brand at Etsy. It discusses the history of browsing at Etsy from 2005 to present day and the purposes of navigation. It also outlines lessons learned from experiments changing Etsy's category navigation, including that brand decisions should not be made by audiences and short term neutrality can enable longer term efforts. Data was analyzed on the impacts of navigation changes on sales and search engine optimization.
20. “If I am murdered,
blame a dollmaker.”
- @jennybento
21. - A prospective buyer exploring the navigation
Everyone at Etsy
“It seems like more of a mass
department store because of all the
choices that are there... it reminds me of
JC Penney because they also have
clothing, furniture, home decor…”
22. Things you never hear at your job that we hear all the time:
“Is there any way we can
downplay nipple jewelry a bit
more.”
- an executive
31. Watching it over time
Nav Launched 100% across desktop and mobile
32. Tradeoffs & Balance
Onsite customer (UX)
Statistics
Our teams goals
Vertical
Taxonomy
Offsite customer (SEO)
Etsyness/branding
Other teams
Vertical
Marketing
33. “What if sales tank in
categories removed from the
navigation!?!”
“Categories removed from the
navigation continue to grow due
to more search engine strength!”
Perception Reality