A/B Test

What the Data Told Us

We conducted analyses on the overall site for this brand to find easier ways to guide customers to where they needed to be. While universal icons are used for quick communication, users may find words to be more valuable and faster to navigate through the site.

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Gms 10.37 Increase In Conversion Rate Before
Gms 10.37 Increase In Conversion Rate After

Hypothesis & Setup

What We Wanted to Achieve

We wanted to improve the quality of the user experience by removing any doubt about navigation icons. Our hypothesis was that pairing words with icons would give instant clarity and users would immediately know what each icon represented and where they would go. By making site navigation feel more intuitive, we aimed to reduce friction and help users move through the site more confidently and quickly, ultimately increasing conversions. To test this, we ran an experiment on mobile devices only. The control showed navigation icons for Menu, Search, Account, and Cart, as usual. The variant added clear, descriptive labels alongside each icon. This allowed us to measure whether confirming user assumptions with both icons and words would encourage smoother journeys and better site performance.

Gms 10.37 Increase In Conversion Rate After
Gms 10.37 Increase In Conversion Rate Before

The Results

After two weeks, the test results outstanding success for the Variant compared to the Original. We noted a 10.37% increase in Conversion Rate and a 2.95% increase in Revenue per Visitor. This test was conducted exclusively on mobile devices, and we observed a positive impact as expected. Returning visitors, who are generally more inclined to make purchases than new visitors, were more significantly influenced with a 12.5% increase in Conversion Rate and a 16.56% increase in Revenue per Visitor. However, even among new visitors, we recorded a 9.58% increase in Conversion Rate.

As a result, we implemented Variant 1 permanently.

  • 10.37%

    Increase in Conversion Rate

  • 2.95%

    Increase in Revenue per Visitor

  • 12.5%

    Increase in Conversion Rate for Returning Visitors
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