Loser
Low confidence
Booking.com: Site-wide — Traditional Breadcrumb After Rejecting A Multi-Dimensional One
Booking ran a sitewide experiment where they tested two types of breadcrumb navigation. The contending variation showed a breadcrumb with two dimensions: displaying the geographical hierarchy of how deep someone is within the site (as expected), and also displaying a menu (on-click) with a secondary dimension of stay types for each level. It might have seemed like a nice idea but it didn't cut it. As the a/b test completed, the idea was rejected in favor of the old-school breadcrumb approach. Nice try booking. :)
Hypothesis
If we test a similar change on our any pages as Booking.com rejected, we should be cautious — their rejection suggests it underperformed.
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Key Learnings
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