Listing: Navigation Structure Test
Hypothesis
If we test a similar change on our listing pages as Google tested, then our conversion metric will likely improve based on their implementation decision.
Test Results
Key Learning
Problem: Users arriving at the listing can't efficiently find what they're looking for, increasing bounce rates.
What worked: Google implemented this UI change (Jul 1, 2019). Implementation suggests positive internal results
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. Use this win as a foundation for further iteration on adjacent elements.
How to Apply This to Your Site
This experiment demonstrated that listing: navigation structure test can improve conversions. The test was run on a category page page in the saas industry.
Before you test: Consider that form 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
Take a look at these two screenshots, both taken on May 15, 2019. With some cookie clearing magic in between it's pretty clear that Google ran an icon experiment on their search results page. The control version had labels only in the top nav, whereas the variant contained icons in addition to the labels. The variation was implemented a month later in June.
Methodology
Build On These Learnings
Save your own experiments, spot winning patterns across your test history, and stop repeating what's already been tried.
Related Experiments
Listing: Icon Labels
Problem: Visual elements on the listing aren't doing enough to communicate value, build trust, or guide users toward the next step.
Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Checkout: Remove Coupon Fields
Problem: Coupon and promo code fields on checkouts can distract users — they leave to hunt for codes, reducing completion rates.
Checkout: Fewer Form Fields
Context: Each additional form field adds friction to the checkout, increasing the chance users abandon before completing their submission.