Experiments

SIMPLIFY BREADCRUMBS

The Experiment in Action

Hypothesis

This mobile eCommerce experiment tests whether simplifying the breadcrumb trail to just one level above the product will reduce visual distractions and result in higher RPV.

This is one of three breadcrumbs hypotheses being tested. Review early results from the SUPPRESS PRODUCT-LEVEL BREADCRUMBS and REMOVE BREADCRUMBS checkout page design experiments.

CONTROL – MOBILE

TREATMENT – MOBILE

Simplify Breadcrumbs Experiment

How It Works

We are simplifying the breadcrumb trail on the treatment group — displaying only one level above the product page.

Why We Are Testing It

Breadcrumbs can become unruly when merchants have large or complex product catalogues. These convoluted breadcrumb trails can create distractions for the buyer. We want to test the effects of simplifying the breadcrumb trail to one level above the product page in order to strike a balance between providing users with a way to find other products in a related category, while at the same time, decluttering the limited space on mobile.

Results: Simplify Breadcrumbs Experiment

Average performance numbers are based on results from March 14, 2019 to September 15, 2019 from 9 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

Mobile

+2.13%

+3.98%

-1.74%

435,214

579,583

Desktop

-4.35%

-1.24%

-3.29%

504,067

569,605

Tablet

+69.85%

+22.63%

+26.40%

31,061

29,063

Results: Simplify Breadcrumbs Experiment

Average performance numbers are based on results from March 14, 2019 to September 15, 2019 from 9 merchant sites.

Average Experiment Results So Far*

Mobile

Average Lift
Revenue per Visitor (RPV)	Conversion Rate (CR)	Average Order Value (AOV)
+2.13%	+3.98%	-1.74%

Total Visitors: Treatment: 435,214 | Control: 579,583

Desktop

Average Lift
Revenue per Visitor (RPV)	Conversion Rate (CR)	Average Order Value (AOV)
-4.35%	-1.24%	-3.29%

Total Visitors: Treatment: 504,067 | Control: 569,605

Tablet

Average Lift
Revenue per Visitor (RPV)	Conversion Rate (CR)	Average Order Value (AOV)
+69.85%	+22.63%	+26.40%

Total Visitors: Treatment: 31,061 | Control: 29,063

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: Simplify Breadcrumbs Experiment

What It Means

Mobile results have flipped from a negative to a positive this quarter resulting in an RPV lift of 2.13% this quarter. That said, this experiment continues to produce negative results on desktop. This may be because desktop screens provide ample visual space, and therefore, a simplification of elements is not necessary.

Things to Consider

Merchants with product catalogs with multiple levels of categories and subcategories should approach this experiment with caution. This holds particularly true on the desktop, as breadcrumbs are relied upon by the shopper to navigate back and forth through the category levels.

Who Should Try It

We recommend approaching this experiment with caution. Try out different levels of simplification to determine what works best for your audience.

Who Should Try It

We recommend approaching this experiment with caution. Try out different levels of simplification to determine what works best for your audience.

Related Experiments

SUPPRESS PRODUCT-LEVEL BREADCRUMBS

REMOVE BREADCRUMBS

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