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A/B testing case study: removing navigation menu increased conversions by 100%

Posted in A/B Split Testing, Case Studies on December 15th, 2011

Usually navigation menus are common across all pages of a website. But, should you have navigation menu on a landing page as well? Or, should your landing page be unique in itself and there is no need to include global navigation menu? This is a perfect case for A/B testing and one of our customers, Yuppiechef, did this test and found out that removing navigation menu doubled their conversions.

Yuppiechef is a leading online store selling premium kitchen tools throughout South Africa. They are known for their customer service, quirkiness and passion for getting people excited about eating together and spending time in the kitchen. They used Visual Website Optimizer to A/B test the effect of removing the navigation menu from one of their landing pages.

Removing navigation menu increases signups by 100%

Yuppiechef wanted to increase the rate of Wedding Registry signups (conversion goal) generated from the Wedding Registry landing page on their website. They tested two pages against each other that were identical, save for the main navigation bar at the top of the page. As simple as that. On that landing page, there was a mix of various traffic sources including: Google Adwords (Search & Display Network), Facebook, 3rd Party Advertisers, Directories, Organic Search and Direct traffic. Here’s how the original page looked like:

Original page (with navigation)

As far as designing the variation is concerned, the hypothesis was that the option without the navigation bar would provide fewer distractions, and help the user focus on the primary reason they had landed on this particular page. Here’s how the variation looked like:

Variation page (without navigation) — 100% increase in signups

A/B testing results

They were certainly surprised by the results! The new variation of the page without the navigation bar at the top of the page delivered twice as many conversions as the original page! The conversion rate jumped from 3 to 6% with an effective 100% increase in conversions. Who wouldn’t be happy about such results?

This is what they thought about results: “Simpler is better. Try assist the user in focusing on their primary objective by eliminating distractions.“. With regards to A/B testing tool they used, this is what they had to say: Visual Website Optimizer provided an easy and efficient way to implement the test in no time at all. The reporting was also detailed enough to give us the insights we needed to declare the test an unequivocal success.”

Hope this case study gives you an inspiration to test navigation menu on your own landing pages. We don’t guarantee that you will also increase your conversions by 100% but this test is certainly an easy one to setup. And, who knows, maybe you do significantly increase your conversion rate. The only way to find out is to actually setup an A/B test.

Paras Chopra

CEO and Founder of Wingify by the day, startups, marketing and analytics enthusiast by the afternoon, and a nihilist philosopher/writer by the evening!

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7 Comments
Janeth
December 18, 2011

I think this is going to be a big thing in 2011. I am going to sign up for your product now. If it’s any good I’ll try and send some business your way.

Thanks,

Janeth

Mike
December 21, 2011

This is a great test to do, however my experience is that you had to be careful with the removal of navigation.

– The 6% registration rate is only from this page – perhaps 6% of people landing on this page registered before but after clicking on to other pages….this isn’t clear
– 94% of people didn’t register – you need to make sure that these people have somewhere to go. Without navigation this makes it more likely that they will bounce. I’ve seen examples of 90%+ bounce rates on landing pages because there was simply nothing else to do. Pages like that seem to be saying “Register or GO”.

Adarsh Thampy
December 22, 2011

@Mike

When it comes to a landing page, we have to take chances. We call a landing page, a landing page because we have specific goals for it. If we allow people to deviate from what we want them to do, then I think we will be lowering conversion rate. Sure, a lot of people might leave.

But then, they might have reached the landing page via other pages on the same site or via ads. If they don’t convert, its probably because they dint find what we have to offer useful and so bounces are acceptable. It should be a win-win situation.

You point is debatable. But we never know which situation is better unless a lot of such tests are done. Typically I have seen pure landing pages with just one call to action and no navigation. Take a look at 99% of the info product landing pages and you wont find navigation.

[...] findings: A/B testing case study: Removing navigation meny increased conversions by 100 %  Tweet(function() { var po = document.createElement('script'); po.type = 'text/javascript'; [...]

Tim Roos
March 11, 2012

Can anyone give me their opinion if this is a good landing page for giving away my eBook on mobile marketing? I am using this as a landing page for Adwords. http://www.smsmarketingnw.com/free-diy-mobile-marketing-ebook/

Thanks,

Tim

[...] This statistic might be the scariest of all. 84% of marketers allow landing page visitors to click over to their team’s biographies, company blogs and be distracted away from becoming a lead. You don’t want to give your leads any options aside from converting or hitting the “back” button. Research has indicated that streamlining design by removing the navigation bar can result in 100% higher conversion rates. [...]

Stephen Warren
December 10, 2013

A/B testing in theory is fantastic.

However, knowing what to change in priority is an artform.

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