Winner ⭐️ Graco NAV Header Persistent Display (ABT-117 cxp.017)

Owned by Alex Alesio (Deactivated)
Last updated: Dec 15, 2022
3 min read

This wiki page captures our AB experiment’s hypothesis, goals, supporting data/findings, test screenshot previews, and results once available.

Experiment Name:Β 
New.22.017 Global NAV Header Persistent Display (Graco)

Β 

Β 

Hypothesis / Findings / Test Goals

Hypothesis: Β 

  • 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: Β 

Results & 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.Β  Β Β 

  • Results: the persistent nav variant is aΒ winner! v1 outperformed the control showing aΒ 2.3% increase in NAV clicksΒ (99.9% stat sig),Β 2.7% improvement in Cart Page visits, and aΒ decreased Bounce Rate.

  • Recs & Next Steps: We’ve concluded the test and are working to enhance our nav experience through the Intake & VOC process.Β  Β  Β 

Β 

By The Numbers: ABTasty Data & Insights

Β 

Β 

Appendix & Notes

Related Links:

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.

Β 

Β