AFTCO 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
ACR
Result
+3.80% (ACR) ACR
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
We dig through every data source to map what's actually broken. By the end, there's no confusion.
+4.3%
Click-through rate change
+3.8%
Add-to-cart rate change
+1.4%
Change in amount of clicks
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
Add-to-cart rate change
+3.8%
Click-through rate change
+4.3%
Change in amount of clicks
+1.4%
visitors
-2.7%
cart adds
+1.0%
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