This wiki page captures our AB experiment’s hypothesis, goals, supporting data/findings, test screenshot previews, and results once available.
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Experiment Name: New.22.017 Global NAV Header Persistent Display (Graco)
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Hypothesis / Findings / Test Goals
Hypothesis:
By keeping the global nav header persistent instead of transforming into a hamburger menu, we will increase user engagement with this element, increasing header clicks, add to bag clicks, and transactions.
Findings:
UserTesting data supports users struggles with expand/collapse menu functionality.
Goals:
↑ Nav Clicks
↑ Add to Cart Clicks
↑ Conversions
Target:
Graco DTC website ( https://GracoBaby.com )
Global / All Pages
All Users
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Results
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( pending )
Recommendation:
( pending )
By The Numbers: ABTasty Data & Insights
( pending )
AB Experiment Previews:
Screen Shots, Video Capture, & Preview links
Screenshot Preview:
pending)
Video Capture Preview:
(pending)
Note: This screen capture video is helpful in providing a quick preview to understand the nature and purpose of the test, but may not be as up-to-date as the below preview links.
Test Video Preview: (pending)
AB Tasty Test Preview Link(s):
v1 link (pending)
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& Recs:
Through our UX workshops & Graco team collaborations, we uncovered Graco’s expand/collapse navigation as a potential point of friction worth testing. Our experiment set out to learn if a static variant would outperform the site's current expand / collapse functionality.
Results: the persistent nav variant is a winner! v1 outperformed the control showing a 2.3% increase in NAV clicks (99.9% stat sig), 2.7% improvement in Cart Page visits, and a decreased Bounce Rate.
Recs & Next Steps: We’ve concluded the test and are working to enhance our nav experience through the Intake & VOC process.
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By The Numbers: ABTasty Data & Insights
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Appendix & Notes
Related Links:
ABT Jira ticket: ABT_117
Jira Legacy server System JIRA serverId 8dc78667-a808-3fa8-89c9-9cd03218340f key ABT-117 Source: Sept21 quick Gracobrain storm session (Grant/Alesio)see Alex Alesio (Deactivated) for more info
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Initial Experiment Design / UX Mockup
Idea: Seek to improve navigation by experimenting with Expand / Collapse display logic for Desktop mega menu.
Issue: current show/hide logic can be frustrating (and unexpected) for users on Graco’s site. Some may not easily understand how full megamenu transforms into a mobile style hamburger menu.
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To Test:
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