Contents:

  • The Experiment

  • Purpose/Hypothesis

  • Conversion Impact

  • Real-World Example

  • Pro Tips

The Experiment:

This experiment removes the Navigation bar that is usually located at the top of a website.

Before:

After:

Purpose/Hypothesis:

  • The purpose of this experiment is to remove "distractions" (i.e Menu Buttons) and simplify your website .

  • Although this might seem unusual at first, the experiment actually prevents your website visitors from randomly browsing your website and forces them to focus on the content that you have below.

  • When a visitor lands on your landing page, their options are to either remain and consume the content or leave because it does not interest them. The more the user clicks around, the higher the chances they will become confused and unable to make a decision.

  • Examples of content that your visitors may focus on as a result of removing the Navigation Bar can be: watching a video, reading a headline, filling out a form, clicking on a button.

Conversion Impact:

A simplified landing page without a navigation bar produced a 21% increase in conversions. Conversions increased from 24.4% to 29.6%.

Real-World Example:

Netflix is a great example of a website that doesn't have a traditional Navigation Bar, and instead has a very simple front-page that includes only the most important information for its visitors.

Pro Tips:

  • This experiment will likely work well for landing pages/pages that feature a single product.

  • This experiment may not work well for webpages that showcase many different products/services because visitors will need to navigate to each option (e.g Homepage).

  • Make sure your Navigation Bar doesn’t contain any vital information/buttons before trying this experiment.

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