Win Report: How “new” navigation elevated gross sales by 32%

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Printed: March 2024

The next is a part of our Win Studies collection, offering an “below the hood” take a look at how we apply the CRE methodology™ to develop our purchasers’ companies—revealing the analysis we conduct, concepts we create, exams we run, and insights we offer.

Within the subsequent three minutes, we’ll present you ways a site-wide navigation change elevated gross sales by 32% for an Italian on-line pet provide retailer.

The image shows the original and variation screens side by side.

Ferplast has been creating progressive pet equipment for over 50 years. From their base in Italy, they manufacture 4,000 merchandise, export to 85 international locations, and maintain over 100 worldwide patents.

Analysis: Navigating the merchandise

As a part of our analysis course of, we ask non-converting web site guests to record the three primary explanation why they didn’t purchase. These Exit Surveys enable us to assemble information as near the “choice level” as attainable. The most typical objection is normally “value,” however others can reveal highly effective explanation why guests aren’t changing.

For Ferplast, the second most typical objection got here as a shock:

Graph showing the main reasons users abandoned the site. The second most common objection is&mldr; Didn’t find what I need.

Many guests have been failing to search out what they wished, however not as a result of Ferplast didn’t promote it. After we regarded on the web site analytics, we bought a second shock. Virtually 90% of tourists by no means reached a product web page.

Within the nice detective recreation of conversion fee optimization, that is what we stay for.

One other piece of the puzzle seems within the heatmaps we recorded throughout our analysis. Within the following homepage heatmap, the hotspots present the areas that desktop customers clicked most.

Heatmap of the Ferplast homepage — Word the deep pink hotspot over the location search in direction of the top-left of the web page.

As you may see, the search field was the most well liked a part of the display screen. What’s much less apparent—and far much less clicked—is the “hamburger” menu icon within the top-left.

Consumer testing confirmed the menu’s lack of use. After we requested members to discover a product they defaulted to the search field. However that was an issue. The search wasn’t all the time returning all of the related outcomes.

When one tester looked for a cat mattress (“lettino gatto”) on a cell, they discovered three outcomes:

However later, once they navigated to the Cat Beds by the hamburger menu, they discovered nearly 20 occasions the choices:

The product areas shows fifty-four results.

Though the search outcomes have been a difficulty to be investigated, there was additionally an issue with the navigation. Even our testers resisted utilizing it to discover the web site—particularly on desktops.

Guests who missed or prevented the menu noticed fewer product pages and have been more likely to desert the web site.

Let’s take a look at the A/B take a look at this prompt.

The unique web page (or management)

Right here’s the Ferplast homepage. By this time, the design had modified to incorporate a rotating picture that sat behind each the menu icon and the search field:

A screenshot of the control. — The Management: The location navigation is accessed by the hamburger menu within the top-left.

The examined web page (or variation)

Right here’s what the variation regarded like:

The Control: The site navigation is accessed through the hamburger menu, top-left. — The Variation: A full-width menu.

For desktops and wider gadgets, the navigation appeared as a full horizontal menu. In English, the gadgets learn:

Canines
Cats
Small Pets
Birds
Fish
Pond
Reptiles
New Merchandise
100% Snack (Dental snack)
Sustainability
Spare elements and equipment

As you’d anticipate, every menu dropped all the way down to reveal the sub-categories beneath.

End result: Gross sales elevated by 32%

The drop-down menus gave customers a transparent ahead path and uncovered the breadth and depth of Ferplast’s product vary. Through the take a look at, we noticed a 32% improve in gross sales.

In fact, horizontal drop-down menus aren’t new. Fairly the other. However “new” isn’t all the time finest for conversion. Though many web sites have moved to hamburger menus, analysis, and testing are all the time necessary if you wish to win.

What subsequent?

As regular, we added the take a look at to our proprietary Wins Database, then regarded for methods to use its classes to different elements of Ferplast’s enterprise after which to different purchasers.

If you need us to develop your income—shortly and effectively—test when you qualify for a free one-on-one technique session with certainly one of our CRO consultants.

We’ll solely work with you if we consider we will get superb outcomes collectively. Our success has come fully from constructive phrase of mouth, and we plan to maintain it that method.

Because of Ferplast for letting us share these insights (and for being such an incredible workforce to work with).

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