Talk to a humanCollection pages got clickable breadcrumbs showing shoppers where they are in the store. See how this small navigation change performed over 45 days.
Breadcrumbs on Collection Pages Make No Clear Difference to Conversion Rate
Goal
Conversion rate
Result
+1.8% Conversion rate
Category
Collection Page (PLP)
Outcome
Inconclusive
Before
After
If we add breadcrumbs to collection pages, then users will navigate more confidently and explore more of the site because visible navigation context improves orientation and reduces bounce rates.
What We Changed
- Added clickable breadcrumbs to all collection pages.
- Followed a Home / Parent Collection / Current Collection hierarchy.
- Placed them above the collection title and product grid, clear of the filters.
The Results
How the new version compared with the original, across all devices.
+1.8%
Conversion rate
+3.0%
Add-to-cart rate
+2.2%
Revenue per visitor
Key Learnings
- Conversion rate rose just 1.8%, with a 70.9% probability that the variant beats the original: no clear difference.
- Add-to-cart rate (+3.0%) and revenue per visitor (+2.2%) moved the right way, but within normal variation.
- Desktop responded more, with conversion rate up 4.2% on desktop versus 0.9% on mobile.
- Bounce rate barely moved (-0.5%), so breadcrumbs didn't change how many people left right away.
Detailed results breakdown
Conversion rate
+1.8%
Add-to-cart rate
+3.0%
Revenue per visitor
+2.2%
Orders
+1.8%
Bounce rate
-0.5%
Free Trial
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30,000+ Monthly sessions.
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+7.1% Conversion rate
Search & Navigation
Inconclusive
Restored Mobile Navigation Shows Mixed Results on Conversion and Revenue
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+5.4% Conversion rate
Product Page (PDP)
Inconclusive
Product Badges on Product Page Images Make No Clear Difference to Conversion Rate
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-0.5% Conversion rate