Homepage: Examples Page in Global Nav
Hypothesis
Adding an Examples page to the global navigation would expose more visitors to proof-of-concept content, which research showed was a key step in the path to purchase
Test Results
Key Learning
Problem: Users arriving at the homepage can't efficiently find what they're looking for, increasing bounce rates.
What worked: Mining behavioral data to find what high-converting visitors do (e.g., visit the examples page) and then making that action easier for all visitors can drive significant site-wide lift. Navigation is not just UX — it's conversion architecture. (+12.0% lift)
Takeaway: A meaningful improvement that compounds with other optimizations. 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: examples page in global nav can produce a +12.0% improvement in conversions. The test was run on a homepage page in the saas 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.
What Was Tested
added an 'Examples' page to PhotoShelter's global navigation bar after research revealed that converted customers were significantly more likely to have viewed examples of existing photographer websites. This surfaced a hidden conversion driver that most visitors were not discovering.
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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