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.
Why This Works
Key Learnings
Viewed 8+ times
Related Entries
Research Finding
Principle
4+ Variation Tests Win 2.4x More Often With 27% Higher Lift
testing_strategyany
Expected lift: 10%-30%
High confidence
Test Idea
Winner
Multiple Steps
navigationlisting
Expected lift: 5%-5%
High confidence
Test Idea
Winner
Pattern #14: Exposed Menu Options
navigationproduct
Expected lift: 0%-5%
High confidence
Research Finding
Principle
Personalized Experiences Generate 41% Higher Impact Than Generic
personalizationany
Expected lift: 20%-50%
High confidence
Best Practice
Loser
Ghost / Outline Buttons Lose to Filled Buttons — Consistently
ctaany
Expected lift: -25%-0%
High confidence