Homepage: Action-Oriented Navigation Label
Hypothesis
Changing a generic navigation label (e.g. 'Network') to an action-oriented benefit label ('Find Suppliers') will increase engagement.
Test Results
Key Learning
Problem: Users arriving at the homepage can't efficiently find what they're looking for, increasing bounce rates.
What worked: Navigation labels that describe what users get (benefit) consistently outperform labels describing what something is (category). Audit your nav for feature-named labels that can be rewritten as user actions or outcomes. (+55.0% lift)
Takeaway: This is a significant win worth prioritizing for implementation. Navigation improvements affect every page — measure downstream engagement and conversion to understand the full impact.
How to Apply This to Your Site
This experiment demonstrated that homepage: action-oriented navigation label can produce a +55.0% improvement in conversions. The test was run on a homepage page in the cross-industry industry.
Before you test: Consider that navigation tests typically require adequate traffic to reach statistical significance. Run your test for at least 2 full business cycles to account for weekly traffic patterns.
This result reached 95% statistical confidence, meaning there is a very low probability the observed effect was due to chance. Results at this confidence level are generally considered reliable for making business decisions.
What Was Tested
Test #246 on : renaming a navigation item from 'Network' to 'Find Suppliers' — a clearer, action-oriented label with an explicit benefit — produced +110% increase in progression. High statistical power (47.9%).
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
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