I am a UX designer and have spoken with a potential client who intially wanted to redesign the navigation and landing page of their site. They showed me analytics saying only .35% of users open the main menu (most access different pages through Google search and then leave the site) so it's not worth the time to redesign. I see a lot of growth potential here, but they don't see the value in good nav if users don't already use it. How do I show them the value of good nav? Should I just let it go?

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Ooooooof I think that you’re the expert here and your hunch is probably right. I used to work at an agency and when we were trying to nudge a client in a different direction than they had in mind, here are a few things that worked.

I’d start with an audit of competitors and companies adjacent to them. Show them that these competitors’ navs and explain and educate your client on why the comps navs are better. Show them what big companies are doing as well, like Google, Amazon, Apple and other tech and consumer giants that are adjacent to what your client does.

Map out the user journey and show the client that users are coming to various pages from different places.

Talk about some user personas, use them to create empathy. Use them to help your client envision themselves as a different person with different goals, emotions and contexts. Clients often forget that they’re not the users.

Pop into Baymard and see if there are any UX research articles that prove your hunch / point.

Offer to do a round of user testing of some sort. Or AB testing to see any change.

Show the client their idea and say we can go this route (you always need to hear them and their ideas) offer to test it.

Present your counter arguments with confidence. And always present routes for them to go and present solutions with positivity and optimism.

So much of talking to a client and changing their mind is about storytelling, creating really easy to follow and interesting decks, and changing a clients mind over time, not all at once. Don’t let it go hehe your hunch is probably right! Good luck!!!

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These are many of my tactics for my team and I at my agency as well.

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