SIMPLIFY BREADCRUMBS

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.

THE RESULTS SO FAR*

Simplify

RESULTS DISTRIBUTION

Simplify Results

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

THE EXPERIMENT IN ACTION

CONTROL – MOBILE

Control

TREATMENT – MOBILE

Treatment

What We Are Doing

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

Why We Are Doing 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.

ANALYSIS OF DATA

What It Means

Simplifying the number of breadcrumbs in the breadcrumb trail to just one level above the product is having a negative impact on RPV across the board.

Things to Consider

Merchants with product catalogs with multiple levels of categories and subcategories should approach this with caution as breadcrumbs are relied upon by the buyer to navigate back and forth through the category levels.

WHO SHOULD USE 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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