Results: With or without the top callout section in the nav menu?

With top callout bar in nav menu

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Without top callout bar in nav menu

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With or without the top callout section in the nav menu?

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Difference Between Versions:

Version A – Dropdown menu bar with top “callout” section, highlighting the most popular shopping categories. (Change implemented across all product tabs on site)

Version B – Similar menu, but without top “callout” section. Categories were instead integrated into the menu bar and bolded


Key Performance Indicator (KPI): 

Sales, Revenue Per Visitor (RPV)


Test Goal:

Determine if removing the duplicate product category text in the nav bar impacts conversions

 

Traffic Source:

All traffic sources

 

Audience: 

Shoppers interested in popular home furnishing products

 

Organization: 

Inflow - Award-winning eCommerce agency for a home furnishings retailer

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Test Run By

InFlow

Test Run On

Visual Website Optimizer (VWO)

WINNING VERSION

B

Poll Results - The Best Guesses:

With or without the top callout section in the nav menu?

  • Version A
  • Version B
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Without the callout section was the standout winner

Surprised? Keep reading to learn more. . .


Test Details & Background:

InFlow the award-winning eCommerce marketing agency, ran this neat nav bar study for a popular home furnishings retailer, who wishes to remain anonymous.

Over the years, the InFlow team, has run a lot of A/B studies. Through experience, they’ve found that the best tests – with the biggest wins — often come from improving site navigation (nav).

For this site, they wondered if overall sales would improve with an optimized navigational format, in the dropdown menu system.

The original format featured a “callout section” that highlighted the most popular product categories at the top in bold. All product categories were then displayed immediately below. The nav bar format looked like this:

nav_bar_format

The team wondered if this format was actually causing confusion because some of the same categories were repeated. But, they also knew any changes made would have to be carefully verified. Analytics data showed 90% of traffic went to the site’s most popular shopping categories.

 

Poll Results - The Best Guesses:

With or without the top callout section in the nav menu?

  • Version A
  • Version B
Loading ... Loading ...
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