Results: Which Navigational Menu Copy Converted Best?

Which Navigational Menu Copy Converted Best?

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Difference Between Versions:

Version A – Nav menu reading “Buy & Sell”
Version B – Nav menu reading “Classifieds”


Key Performance Indicator (KPI): 

Menu clicks


Test Goal:

Determine the most effective menu title

 

Traffic Source:

direct, search, social

 

Audience: 

 

Organization: 

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Test Run By and For

The McClatchy Company

Test Run On

Adobe Target

WINNING VERSION

B

Poll Results - The Best Guesses:

Which Navigational Menu Copy Converted Best?

  • Version A
  • Version B
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Test Details:

For media mogul, The McClatchy Company, immediately capturing readers is of prime importance. Through rigorous testing, the team has learned the optimal navigational menu (nav menu) format can make a big difference with reader conversions.

In a previous study, McClatchy examined whether a “kebab” menu format outperformed a “cog” or “avatar” format on mobile. Similar to this Intel test, McClatchy found the format shown greatly impacted conversions. In this case, the control “kebab” format was the big winner, increasing the Clickthrough rate (CTR) 10.9%, compared to the other variants.

Turning their attention to the menu copy, the testing team also wanted to determine if there was optimal wording that would appeal to their visitors.

Through Quancast analytics data, the media company learned the majority of its readers were males over the age of 35, with children. This readership base also tended to be highly educated and affluent.

Given its younger, forward-thinking audience, McClatchy’s testing team wondered if the original “Classifieds” menu title sounded outdated to its hip audience; they questioned if the fresher title “Buy & Sell” might convert better.


 

 

Poll Results - The Best Guesses:

Which Navigational Menu Copy Converted Best?

  • Version A
  • Version B
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