Listing: Something Better Than Classic Pulldown Menus, As Expected
Hypothesis
If we test a similar change on our listing pages as Bol.com 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: Bol.com implemented this UI change (Dec 17, 2019). Implementation suggests positive internal results
Takeaway: Even small lifts compound — across thousands of sessions, this adds up. 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 listing: something better than classic pulldown menus, as expected can improve conversions. The test was run on a category page page in the e-commerce 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
When Bol ran their list vs grid view experiment, they also included a variation that tested for another very simple change: the exposure of menu options. That is, the listing page variant was designed to check if three more visible pull down options would be better or worse than just showing them hidden inside the pulldown.
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: Instant Filter Results
Context: Users can't quickly find relevant products or content on the listing, leading to frustration and early exits.
Product: Exposed Menu Options
Problem: How prices are displayed on the product directly influences perceived value and willingness to buy.
Listing: Multiple Steps
Problem: Multi-step processes on the listing can overwhelm users if they can't see how far along they are or how much is left.
Product: Open In A New Tab
Context: Users arriving at the product can't efficiently find what they're looking for, increasing bounce rates.