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Expert Answer • 1 min read

Is my top nav better as 'Shop by concern' or 'Shop by category'?

As an e-commerce brand in the beauty or skincare space, I'm struggling to optimize my website's navigation structure. I want to create the most intuitive and conversion-friendly top navigation menu, but I'm torn between organizing products by 'Shop by concern' (focusing on skin issues like acne, aging, hydration) versus traditional 'Shop by category' (like cleansers, serums, moisturizers). I need a strategic approach that will help customers find products more easily and potentially increase my conversion rates. Which approach is more likely to resonate with customers and drive sales?
Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO

1 min

TL;DR - Quick Answer

For most skincare and beauty brands, 'Shop by concern' navigation is more user-centric and conversion-oriented. It directly addresses customer pain points, helps shoppers self-identify, and creates a more empathetic shopping experience compared to traditional category-based navigation.

Complete Expert Analysis

Navigation Strategy: Concern vs Category

Choosing the right navigation structure can significantly impact user experience, product discovery, and ultimately, conversion rates. Let's dive deep into the pros and cons of each approach.

Comparative Analysis

Navigation TypeCustomer PerspectiveConversion Potential
Shop by CategoryTechnical, product-focusedLower
Shop by ConcernEmotional, solution-orientedHigher

Why 'Shop by Concern' Wins

Psychological Alignment

  • ✓Speaks directly to customer's emotional needs
  • ✓Helps customers self-diagnose their skin issues
  • ✓Creates immediate relevance and connection

Conversion Optimization

  • ✓Reduces decision paralysis
  • ✓Faster product discovery
  • ✓Higher perceived personalization

Recommended Concern Categories

Acne & BreakoutsOily, Combination Skin
Anti-AgingFine Lines, Wrinkles
HydrationDry, Dehydrated Skin
Sensitive SkinRedness, Irritation
Uneven ToneHyperpigmentation, Dark Spots
Pore RefinementLarge Pores, Texture

Hybrid Navigation Strategy

For maximum effectiveness, consider a hybrid approach that offers both concern and category navigation.

Implementation Tips

  • •Primary navigation: Shop by Concern
  • •Secondary navigation: Traditional Categories
  • •Cross-link products for comprehensive discovery

Personalization with Growth Suite

Growth Suite can enhance your navigation strategy by tracking individual visitor behaviors and dynamically presenting personalized product recommendations. By analyzing browsing patterns, the app can create micro-segmented experiences that go beyond traditional navigation, showing products most relevant to each visitor's specific concerns and purchase intent.

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Muhammed Tüfekyapan

Muhammed Tüfekyapan

Founder & CEO of Growth Suite

With over a decade of experience in e-commerce optimization, Muhammed founded Growth Suite to help Shopify merchants maximize their conversion rates through intelligent behavior tracking and personalized offers. His expertise in growth strategies and conversion optimization has helped thousands of online stores increase their revenue.

E-commerce Expert Shopify Partner Growth Strategist

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