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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.22.016017 Global NAV Header Persistent Display (Graco)
AB-Test-Candidate | NAV Global Header (Desktop) Expand/Collapse modified display rules/logic
Idea: Seek to improve navigation by experimenting with Expand / Collapse display logic for Desktop mega menu.
Issue
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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Consider revising / testing:
Turn off show/hide and keep persistent
(does hurt us to use show/hide)? Better to just keep it always on?
ormodify display logic change rules / behavior
Control (Current Experience):
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v1 (new experience):
(TBD) (link for reference: GracoBaby.com)
Source: Sept21 quick Gracobrain storm session (Grant/Alesio)
see Alex Alesio (Deactivated) for more info
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Hypothesis / Findings / Test Goals
Hypothesis:
By focusing recommended Styles to only show specific types of products, this will minimize the number of options, decrease users being overwhelmed, and thus increasing site conversionskeeping 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:
(FullStory supporting data)UserTesting data supports users struggles with expand/collapse menu functionality.
Goals:
↑ Nav Clicks
↑ Add to Cart Clicks
↑ PurchasesConversions
Target:
Yankee Graco DTC website ( YankeeCandle https://GracoBaby.com )
Global / All PDP 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:
Target Styles area within Yankee PDP pages:
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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.
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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-114 _117Jira Legacy server System JIRA serverId 8dc78667-a808-3fa8-89c9-9cd03218340f key ABT-114117 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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