Winner
Medium confidence
Navigation Redesign Around Visitor Problems → +75% Memberships — Smart Insights
CRE redesigned Smart Insights' navigation using visitor mental models (problem-solving starting points) rather than industry taxonomy. Used tree testing to validate navigation routes before implementing. Also highlighted site search functionality. Resulted from research showing visitors couldn't find relevant content.
Hypothesis
Restructuring navigation around visitor problem categories rather than industry-standard content categories would reduce friction and increase paid memberships
Why This Works
Key Learnings
Expected Lift Range
Viewed 42+ times
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