Site navigation and information architecture experiments. Find out how navigation changes impact engagement and conversion.
Across 43 navigation experiments, 56% resulted in a statistically significant win. Winning variants saw an average lift of +22.8%. Meanwhile, 2 tests underperformed the control.
17 experiments were inconclusive, meaning the difference between control and variant was not statistically significant. Inconclusive results are still valuable — they tell you what doesn't move the needle, so you can focus testing effort elsewhere.
These results come from real A/B tests with sample sizes ranging from hundreds to millions of visitors. Use them to inform your own navigation testing strategy and avoid repeating experiments that have already been run.
Context: Users can't quickly find relevant products or content on the checkout, leading to frustration and early exits.
Problem: Users can't quickly find relevant products or content on the listing, leading to frustration and early exits.
Problem: Users can't quickly find relevant products or content on the listing, leading to frustration and early exits.
Problem: Each additional form field adds friction to the home landing, increasing the chance users abandon before completing their submission.
Problem: Users can't quickly find relevant products or content on the general, leading to frustration and early exits.
Problem: Users can't quickly find relevant products or content on the listing, leading to frustration and early exits.
Problem: Users arriving at the general can't efficiently find what they're looking for, increasing bounce rates.
Problem: Users arriving at the listing can't efficiently find what they're looking for, increasing bounce rates.
Problem: The primary call-to-action on the general isn't converting at its potential — design, copy, or placement may be the bottleneck.
Problem: Users can't quickly find relevant products or content on the listing, leading to frustration and early exits.
Problem: Users arriving at the home landing can't efficiently find what they're looking for, increasing bounce rates.
Problem: How users find their way around this product determines whether they reach the content or product they came for.
Context: Users arriving at the product can't efficiently find what they're looking for, increasing bounce rates.
Context: The information hierarchy on the product may not match how users actually scan and process the content.
Context: The primary call-to-action on the product isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: The primary call-to-action on the listing isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: Friction during the listing process causes users to abandon right when they're closest to converting.
Context: The primary call-to-action on the checkout isn't converting at its potential — design, copy, or placement may be the bottleneck.
Context: Users can't quickly find relevant products or content on the listing, leading to frustration and early exits.
Context: Users arriving at the product can't efficiently find what they're looking for, increasing bounce rates.
Context: Multi-step processes on the listing can overwhelm users if they can't see how far along they are or how much is left.
Context: Users can't quickly find relevant products or content on the product, leading to frustration and early exits.
Context: Users can't quickly find relevant products or content on the home landing, leading to frustration and early exits.
Context: Users can't quickly find relevant products or content on the listing, leading to frustration and early exits.
Context: Users can't quickly find relevant products or content on the listing, leading to frustration and early exits.
Context: Users arriving at the product can't efficiently find what they're looking for, increasing bounce rates.
Problem: Users arriving at the product can't efficiently find what they're looking for, increasing bounce rates.
Problem: Users arriving at the product can't efficiently find what they're looking for, increasing bounce rates.
Problem: Key actions on the product disappear as users scroll, creating a gap between intent and the ability to act.
Problem: Users arriving at the general can't efficiently find what they're looking for, increasing bounce rates.
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