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
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 | |||
| +2.13% | +3.98% | -1.74% | 435,214 | 579,583 | ||
| -4.35% | -1.24% | -3.29% | 504,067 | 569,605 | ||
| +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
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.
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