Talk to a humanAFTCO tested a simplified navigation bar on their website to see if it would improve user engagement. Discover the impact on key metrics.
Simplified Navigation Bar Improves User Engagement
Goal
Add-to-cart rate
Result
+3.8% Conversion Rate
Category
Search & Navigation
Outcome
Inconclusive
Before
After
IF we simplify the navigation bar, THEN user engagement will increase, BECAUSE users can find products more easily.
The number of links in the navigation bar was reduced and similar items were grouped under broader categories. The search bar was moved to a more prominent position to improve discoverability.
The Results
How the new version compared with the original, across all devices.
+3.8%
Conversion Rate
+4.3%
Click-Through Rate
-8.6%
Bounce rate
The simplified navigation showed positive signals across the board—CVR +3.8%, CTR +4.3%, bounce rate -8.6%, and ATC +1.0%. However, the primary metric (add-to-cart rate at +3.8%) falls within the inconclusive range of ±4%. The directional improvements suggest reducing navigation complexity helps users find products faster, and the -8.6% bounce rate drop indicates better initial engagement. A follow-up test with more traffic could confirm whether these gains reach significance.
Detailed results breakdown
Conversion Rate
+3.8%
Click-Through Rate
+4.3%
Bounce rate
-8.6%
Add-to-Cart Rate
+1.0%
Free Trial
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Who qualifies?
30,000+ Monthly sessions.
Minimum traffic needed to run statistically significant tests.
Running on Shopify or Shopify Plus.
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Investing in paid traffic.
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Other experiments we've run
Product Page (PDP)
Inconclusive
A Free Shipping Note Below Add to Cart Makes No Clear Difference to Conversion Rate
Product pages got a short free shipping message right under the add-to-cart button. Across 76,500 visitors, conversion didn't move.
-0.2% Conversion rate
Product Page (PDP)
Inconclusive
A Parent Collection Link on Product Pages Makes No Clear Difference to Conversion Rate
Product pages got a link to a collection of similar products to help shoppers discover more of the range. Clicks went up; sales didn't follow.
-1.1% Conversion rate
Product Page (PDP)
Loss Prevented
Testimonials Above the Fold on Product Pages Cut Conversion Rate 9.2%
Product pages showed three short customer testimonials near the title, price and add-to-cart area. Shoppers engaged more but bought less, and the test caught it.
-9.2% Conversion rate