Experiments

REMOVE BREADCRUMBS

Remove Breadcrumbs Experiment

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

Simplify Breadcrumbs - Control

TREATMENT – MOBILE

Remove Breadcrumbs - Treatment

Remove Breadcrumbs Experiment

How It Works

How It Works

We are removing the breadcrumb trail on the treatment group and monitoring results.
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Why We Are Testing It

Most merchants implement breadcrumb trails on their websites. They are a standard convention to help shoppers sort product views by category, determine which category the product is from, and find their way back if they make a wrong turn in their search. But even trusted conventions should be tested and optimized. We wanted to test the effects of removing the breadcrumb trail to see if it reduced distractions for the buyer during the checkout process.

Results: Remove Breadcrumbs Experiment

Average performance numbers are based on results from March 14, 2019 to September 15, 2019.

Average Experiment Results So Far*

Device TypeAverage LiftTotal Visitors
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
TreatmentControl
Device Type: MobileMobile
-9.57%-13.90%+5.22%101,470175,072
Device Type: DesktopDesktop
-1.23%-6.32%+8.54%121,288190,292
Device Type: TabletTablet
-8.35%+5.28%-8.09%7,99727,317

Results: Remove Breadcrumbs Experiment

Average performance numbers are based on results from March 14, 2019 to September 15, 2019.

Average Experiment Results So Far*

Device Type: MobileMobile
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
-9.57%-13.90%+5.22%

Total Visitors: Treatment: 101,470 | Control: 175,072

Device Type: DesktopDesktop
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
-1.23%-6.23%+8.54%

Total Visitors: Treatment: 121,288 | Control: 190,292

Device Type: TabletTablet
Average Lift
Revenue per Visit
(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

Distribution of Average RPV Lift - Remove Breadcrumbs

*These results reflect the average findings for all participating merchants and are not guaranteed for all users.

Data Analysis: Remove Breadcrumbs Experiment

What It Means

What It Means

We are seeing a significant negative impact on revenue when breadcrumbs are removed entirely from merchant sites. Few results are indicating that this treatment is providing a positive user experience.

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.

Interested in Learning More?

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