Does Adding a Shopping CTA to the Main Navigation Drive Plan Views?
Hypothesis
On a multi-page brand site where prospects need to start a shopping journey from any entry point, adding a persistent shopping CTA to the global navigation should make the entry into the primary conversion flow more discoverable.
Evidence: E1 Reported only
An outcome is reported, but there is not enough disclosed information to check whether the result is reliable.
Why this rating
Use for inspiration or follow-up, not as proof.
Integrity: Caution. Analysis: Unknown.
Missing for a higher tier: Control description, Variant description, Positive sample size, Positive duration, Valid arm counts, Expected allocation, and more.
Caution: Stored caution integrity status, Analysis method not independently specified.
Read the evidence-rating methodologyKey Learning
Button engagement alone does not show whether the element helped conversion. The topline movement was small and uncertain, while the diagnostic path exposed a larger problem: only about six of every hundred button interactions reached the next funnel stage. The label appears to have attracted people looking for account access rather than shopping, and an added modal inserted another step before the destination. Some activity also shifted away from stronger existing paths. For global navigation changes, evaluate downstream completion by origin page and intent; raw click volume can reward the wrong behavior.
How to Apply This to Your Site
The reported outcome labels this treatment a loser. The measured outcome reportedly underperformed control. The change was tested on a navigation page in the energy & utilities industry. Diagnose the mechanism and context before testing the opposite; a losing result does not prove that every related treatment will fail.
Before you test: use your own baseline, business MDE, traffic, and risk tolerance to set the sample and stopping rule. Declare whether the analysis is fixed-horizon, sequential, or Bayesian before launch, and log campaign, targeting, instrumentation, and concurrent-experiment changes while it runs.
What Was Tested
Sitewide test on the global navigation of an Energy & Utilities brand. The control had no shop CTA in nav; the variant added a 'Sign Up' button that opened a ZIP-code modal before routing to the plan selection page. Excluded logged-in customers and specific support pages.
Methodology
Build On These Learnings
Save your plans, results, context, and limitations so the next decision can use the strongest available evidence without treating every outcome as universal.