Poor website structure still drives customers away

Building a good website seems easier than ever. Yet research keeps showing how much online stores still need to improve. A study published by Baymard Institute in October 2026 makes the opportunity clear: a website that helps visitors find what they need can give your business a surprising competitive advantage.

So what does well-planned website architecture actually look like?

The first few seconds can determine whether someone buys. A clear website structure makes decisions easier. The less effort visitors spend finding their way around, the more attention they can give your products. Every unnecessary step adds friction and another reason to leave. A well-designed website gives different customers a clear route to what they need.

Website architecture starts with your business strategy. Without it, even a beautiful online store can become a confusing catalog. People browse, get lost, and leave without buying.

Baymard Institute’s October 2026 research identifies several common mistakes. Among leading online stores in the US and Europe, 61% have mediocre to poor homepage and navigation performance. Here are some of the most frequent problems.

Put product categories first in your mobile menu

A customer opens your mobile menu. Instead of product categories, they see options such as Products or New arrivals. They have to tap Products before they can choose a category. That’s one unnecessary step.

The research shows that 22% of websites take this approach. Some visitors close the menu at that point. They either leave the store or turn to the search bar.

People often shop on their phones when they’re short on time. They squeeze in a purchase between meetings, while standing by the coffee machine, waiting for a bus, or winding down on the couch.

A small screen makes clear navigation even more important. Product categories should appear at the first level of your mobile menu, giving customers an immediate view of what you sell. They can start browsing without having to work out where to go next.

When people find their way around quickly, they view more products. Responsive design also gives you room to adapt: your mobile menu can work differently from your desktop navigation.

Keep product attributes in filters

A customer wants jeans. Instead of one category with filters for different fits, they find separate categories for Skinny jeans and Slim jeans. They can’t see your full selection in one place or compare products easily. If they haven’t decided on a fit, or don’t particularly care, they have to browse several categories.

Researchers found that 79% of online stores incorrectly use product attributes as separate categories. This prevents customers from combining selection criteria and can stop them from finding the options they want.

They may conclude that you don’t sell the product at all.

Keep attributes in filters. Customers can then see similar products in one list and narrow the selection to suit their preferences. They control how they browse, and your website structure stops getting in the way of a sale.

Limit menu groups to seven to nine items

Put 25 subcategories under one heading, and mobile customers face a long scroll. Baymard Institute’s data shows that 51% of websites fail to organize categories into manageable groups. Even 10 to 15 options can overwhelm visitors and make the structure of your store harder to understand.

Customers stop browsing and leave.

Break a large catalog into smaller, logical groups with clear subcategories. At the lowest level of navigation, keep at least 10 products in each category so customers still have a meaningful selection.

Shorter menus help people make decisions. Customers can understand how your store works and find products faster. Getting there takes thought about which products belong together – ideally while you’re planning the website.

Make category headings clickable

A visitor sees Shoes in your menu and clicks it, expecting your full footwear range. Instead, the menu simply expands to reveal narrower categories.

You’ve just put an obstacle in front of someone who wants to browse the whole selection. Serving both kinds of shoppers is straightforward: those who know exactly what they want can choose a subcategory, while those still exploring can click the broader heading. Shoes, or even Clothing, should lead to a category page.

The research found that 31% of websites use static text for category headings. This slows down browsing and forces customers into narrow subcategories before they’re ready to choose.

You lose shoppers who want to explore because of a detail that’s easy to fix.

Link lifestyle images to the products they show

A large lifestyle image on a category page features a table. A customer clicks it and lands on a general furniture listing. The table is buried at the end of the list, nowhere in sight. The latest research confirms that 64% of websites fail to give visitors direct access to products shown in inspirational images.

The customer sees something they like, then has to search the entire catalog to find it. They may even start wondering whether you sell it.

You’ve paid a good photographer, worked with a designer on the homepage, and chosen colors that create the right impression. The image does its job. Your customer wants the product and a little of the life it promises.

Then you lose them just before the purchase. A link to the right product could have carried that interest through.

A good-looking homepage alone won’t deliver sales. Navigation and category structure need to help customers reach products without unnecessary searching. Fixing these mistakes reduces abandonment and improves the chances of a completed purchase.

Why do online stores keep making them? Partly because a website needs ongoing work. Filters and categories need updating. Links need to lead to the right places. Someone needs to review the data and adjust the website to reflect how customers actually use it.

That work is how a website earns its place in your business. Treat it as a storefront where you occasionally replace the stock and seasonal decorations, and you leave much of its potential unused.

Your website can be your best salesperson. That starts with how you plan, manage, and develop it. Baymard’s findings show how much room you have to get ahead while so many competitors continue doing things the old way.

Want a website built around your business strategy, with a clear structure that supports sales and grows with you? Let’s talk. Or explore our case studies to see how strategically designed websites deliver measurable revenue growth.

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