Which Navigational Menu Copy Converted Best?

Results: Which Navigational Menu Copy Converted Best?

Buy & Sell

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GUESS VERSION A

Classifieds

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GUESS VERSION B

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Difference Between Versions:
Version A – Nav menu reading “Buy & Sell”
Version B – Nav menu reading “Classifieds”
Key Performance Indicator (KPI):
Clicks on the Classifieds/Buy & Sell section of the nav menu
Test Goal:
Determine the most effective menu title
Traffic Source:
Direct, search and social — Desktop users

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WINNING VERSION

Results

Winner: Version B.

The McClatchy Company, a leading print and digital news provider, conducted this “newsworthy” study in-house, using Adobe Target.

Testing the most effective navigational menu (nav menu) copy, the team found the wording “Classifieds” catapulted conversions.

Compared to the “Buy & Sell” title, the winning “Classifieds” wording increased clicks on this section of the navigation bar by an incredible 75%!

Results achieved 99.9% confidence.

What was it about the wording that worked so well? And, how can you apply these principles to your nav menu?
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Results: Which Navigational Menu Copy Converted Best?