Winner
Low confidence
Amazon: Site-wide — Loaded Hamburger Menu Beats Its Older Dropdown Version
At first glance some A/B tests may seem like they are beautifully simple with a single controlled variable. Yet as we look at the experiment in more detail, more and more subtle differences start coming into view. This I think is the case with Amazon's most recent experiment where it seems that only a dropdown menu was shifted into a hamburger one - which ended up winning.
Hypothesis
If we test a similar change on our any pages as Amazon tested, then our conversion metric will likely improve based on their implementation decision.
Why This Works
Key Learnings
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