The Experiment in Action
Hypothesis
If a merchant’s navigation is effective, breadcrumbs become redundant. Removing the breadcrumb trail will reduce visual distractions during checkout and result in higher RPV.
This is one of three breadcrumbs hypotheses being tested. Review early results from the SIMPLIFY BREADCRUMBS and SUPPRESS PRODUCT-LEVEL BREADCRUMBS experiments.
CONTROL – MOBILE
TREATMENT – MOBILE
Remove Breadcrumbs Experiment
Results: Remove Breadcrumbs Experiment
Average performance numbers are based on results from March 14, 2019 to September 15, 2019 from 6 merchant sites.
Average Experiment Results So Far*
Device Type | Average Lift | Total Visitors | |||||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) | Treatment | Control | |||
| -9.57% | -13.90% | +5.22% | 101,470 | 175,072 | ||
| -1.23% | -6.32% | +8.54% | 121,288 | 190,292 | ||
| -8.35% | +5.28% | -8.09% | 7,997 | 27,317 |
Results: Remove Breadcrumbs Experiment
Average performance numbers are based on results from March 14, 2019 to September 15, 2019 from 6 merchant sites.
Average Experiment Results So Far*
Mobile |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
-9.57% | -13.90% | +5.22% |
Total Visitors: Treatment: 101,470 | Control: 175,072
Desktop |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
-1.23% | -6.23% | +8.54% |
Total Visitors: Treatment: 121,288 | Control: 190,292
Tablet |
Average Lift | ||
Revenue per Visitor (RPV) | Conversion Rate (CR) | Average Order Value (AOV) |
-8.35% | +5.28% | -8.09% |
Total Visitors: Treatment: 7,997 | Control: 27,317
Distribution of Average RPV Lift for All Traffic
*These results reflect the average findings for all participating merchants and are not guaranteed for all users.
Data Analysis: Remove Breadcrumbs Experiment
Things to Consider
Shoppers love breadcrumbs! If a merchant currently does not use breadcrumbs on their site, they should consider implementing the feature to see if there is a positive impact on revenue.
Who Should Try It
If a merchant has a flat or compact product catalog, it could be worth testing the removal of breadcrumbs — particularly if users are less inclined to browse for other products.
Who Should Try It
If a merchant has a flat or compact product catalog, it could be worth testing the removal of breadcrumbs — particularly if users are less inclined to browse for other products.
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