Navigation for returning customers: logins and reorders

Key takeaways

Returning customers come with tasks: log in, reorder, track, download an invoice, update details or get help. Navigation should put the login at the top right of every page, and the account area should list those tasks plainly on its first screen. Clear account navigation reduces support contacts and makes repeat business easier.

• Login at the top right of every page, labelled in words.
• Account home lists the top tasks as plain links.
• Order history, tracking, invoices and support one click away.
• A clear route back to the main site.

Why do returning customers need different navigation?

New visitors browse; returning customers act. They know what they want to do and want to do it quickly. If the login is hard to find or the account area is a maze, they email or call instead, which costs your team time. Good account navigation is a self-service tool.

• How clear website navigation improves user experience
• Self-service on your website: let customers help themselves

Where should the login go?

At the top right of every page, in the utility area, labelled 'Log in', 'Account' or 'Client login' rather than an icon alone. On phones, keep it visible or as the first item in the menu. Once logged in, show the customer's name or 'My account' in the same place.

• Utility navigation: login, basket and search, out of the way

What should the account area show?

Show the most common tasks on the first screen, as plain links or buttons.

• Reorder or repeat a recent order.
• Track current orders or jobs.
• Download invoices and documents.
• Update contact, delivery and payment details.
• Book a service or appointment.
• Get help, with contact options.

• Post-purchase website experience: the journey after the sale

How should the account area be navigated?

A short section menu, often on the left on desktop and a list on phones, with the current section highlighted. Keep the main site header with a route back to services and shop. Use the same labels as emails and invoices, so customers recognise them.

• Section navigation: help visitors move within a topic

How does this reduce support contacts?

Many contacts from existing customers are about orders, invoices, delivery and changes they could make themselves. When the account area makes those tasks obvious, fewer customers need to ask. Track the reasons for contacts before and after changes to see the effect.

• Clear navigation cuts 'where do I find' calls and emails

What does this look like in practice?

A pattern we see: a B2B supplier's portal login is in the footer and its account home shows a dashboard of charts. Customers email to ask for invoices. Moving the login to the header and putting 'Reorder', 'Invoices' and 'Track' as the first three links on the account home makes those requests self-service.

• See client work
• Website Design & Development for UK businesses

Account navigation checklist

• Login top right on every page.
• Account home lists top tasks.
• Section menu with current page highlighted.
• Labels match emails and invoices.
• Route back to the main site.
• Help options visible.

• Estate agent website navigation: buy, rent, sell, value
• SaaS website navigation: product, pricing, sign in

Next step

Ask your team what returning customers most often ask for, and check how many clicks it takes in your account area.