Ok where did all the breadcrumbs go?
First off- What are breadcrumbs?
Breadcrumbs afre the navigational device that looks like a tree of where you are on a site.
Example-
home > Electronics > TVs > HDTV > Sony > 46inch > KDL46XBR8
this shows a few things to the user.
1- How the site looks at classifying its products
2- Where you are in the catalog of products
3- and how to navigate up a level or two to refine your search.
Amazon, the largest online retailer, has abandoned breadcrumbs.
I think this is silly.
Let me give you an example that actually happened to me.
I wanted to buy a Television. The one from the above example.
I searched Google for the model number KDL46XBR8-
Sony 46″ HDTV XBR8 (high end) version
I found many listings- I clicked on one.
It took me to the product page on Amazon.
With breadcrumbs, I could have navigated up a level to see other HDTVS, other Sony Tv’s, etc.
But with NO BREADCRUMBS- I had to use their search or select a category as broad as Electronics to find the TV’s that were similar.
AND after a few attempts I was unable to find the next size up of the same TV, or a similar TV.
I ended up back at Google.
Bad Amazon, SIT!
BOTTOMLINE- breadcrumbs work. They inform the user about how you look at product categorization, show them how to move up that hierarchy and give them a calm feeling of place. Don’t underestimate the power of making the user FEEL calm.
They stay longer and buy more!