Growth Suite
Solutions Pricing Growth Masters Partner Program
Try For Free
Expert Answer • 2 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

2 min

TL;DR - Quick Answer

'Shop by concern' consistently outperforms 'shop by category' for health and beauty brands. Concern-based navigation reduces cognitive load by letting shoppers self-identify rather than learn your product taxonomy.

Complete Expert Analysis

Is My Top Nav Better as 'Shop by Concern' or 'Shop by Category'?

For health, beauty, wellness, and nutrition brands, "shop by concern" is almost always the stronger choice. Shoppers arrive with problems to solve, not product types in mind. Category navigation forces them to translate their intent into your taxonomy - creating friction and confusion that concern-based nav eliminates entirely.

Navigation Type Comparison

Factor Shop by Concern Shop by Category
Cognitive loadLow - matches intentHigher - requires translation
First-visit navigationIntuitiveRequires learning
Cross-sell opportunityHigh - surfaces full routineLimited by category silo
SEO alignmentDepends on search termsOften matches search terms
Returning customer speedSlightly slower to restockFaster for specific reorders

Hybrid Navigation Architecture

The optimal solution uses a hybrid: primary nav labels are concern-based, but sub-menu organizes those products by category for shoppers who want to drill down by product type. Example:

Top Nav: "Brighten & Glow"

- Best Sellers in Brightening

- Serums (Vitamin C, Niacinamide)

- Moisturizers with Brightening

- SPF for Glow

- Build a Brightening Routine

This serves both intent types: the concern-led browser and the category-led repurchaser. Test your specific audience - brands with high repeat purchase rates often see category nav perform better for returning customers.

New Strategy For Your Shopify Store

Turn This Knowledge Into Real Revenue Growth

Growth Suite transforms your Shopify store with AI-powered conversion optimization. See results in minutes with intelligent behavior tracking and personalized offers.

+32% Conversion Rate

Average increase after 30 days

60-Second Setup

No coding or technical skills needed

14-Day Free Trial

No credit card required to start

Start Free Trial
Book a Demo Call →
GDPR Compliant
24/7 Support
Cancel Anytime
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

Continue Learning

Discover more expert insights to accelerate your e-commerce growth

Browse All Questions