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

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

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 

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.    

• 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.     

By The Numbers: ABTasty Data & Insights

Appendix & Notes

Related Links:

• ABT Jira ticket: ABT_117
  ABT-117 - Getting issue details... STATUS
  

• Source: Sept21 quick Gracobrain storm session (Grant/Alesio)

• see Alex Alesio (Deactivated) for more info

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.