In this guide
1. Menu principles that drive clicks
- Keep it to three roots, each with up to five sub-items. More choice means fewer taps.
- One intent per label. No mixed buckets like “Products & Stories”.
- Task over brand. Users look for Buy, Book, Contact, not your internal team names.
- Mirror the funnel. Learn → Evaluate → Act works well across categories.
2. Three reliable IA skeletons
A) Learn · Shop · Support — great for e-commerce
- Learn: About, Stories, New In
- Shop: Catalog, Coupons, Order Tracking
- Support: Chat, FAQs, Returns
B) Solutions · Proof · Contact — services and B2B
- Solutions: Industries, Pricing, Book Demo
- Proof: Case Studies, Certifications, Reviews
- Contact: Chat, Email, Locations
C) Visit · Menu · Order — F&B and hospitality
- Visit: Hours, Map, Events
- Menu: Dishes, Specials, Allergens
- Order: Pickup, Delivery, Coupons
3. Labels and microcopy that make sense
- Use everyday Chinese for customer-facing entries, keep English for brand names only.
- Keep labels 4–6 characters where possible so they don’t wrap on small screens.
- Sub-items start with verbs, Buy, Book, Track, Claim, Chat.
- Pin one conversion per root menu using an action “button” label, for example Order Now.
4. Industry templates you can copy
Cross-border e-commerce
- Discover: New · Bestsellers · Stories
- Shop: Catalog · Coupons · Track Order
- Support: Chat · Returns · Stores
B2B SaaS
- Use Cases · Pricing · Book Demo
- Proof: Case Studies · Security · SLA
- Contact: Chat · Email · Partners
Education
- Programs · Admissions · Scholarships
- Campus: Tours · Events · News
- Apply: Form · Counselor · FAQ
5. Deep links, forms, and Mini Program jumps
Every menu item should land on a task page, not a generic article list. Use:
- OA article permalinks for “Learn” items so users can share externally.
- Mini Program path links for product/category pages and carts.
- Form pages with pre-filled fields for leads or service tickets.
- Tracking params in query strings so you can attribute the tap to the menu.
6. What to measure and A/B test
- Tap-through rate per root and sub-item, daily and by campaign.
- Downstream actions, add to cart, form submit, chat start.
- Time to task completion, for example checkout or booking confirmation.
- A/B test labels quarterly, keep winners and retire under-performers.
7. Pre-launch checklist
- Three roots max, five sub-items max each.
- One primary conversion action pinned in the rightmost root.
- Chinese first for customer labels, keep length 4–6 chars where possible.
- All items deep link to a task page or Mini Program path.
- UTM or custom params added for attribution.
- Chat and phone available within one tap from menu or landing page.
- QA on small screens and older devices.
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