Experiments

SUPPRESS PRODUCT-LEVEL BREADCRUMBS

The Experiment in Action

Hypothesis

This mobile checkout UX design experiment tests whether suppressing the somewhat redundant product name in the breadcrumb trail will reduce visual distractions and result in higher RPV and increase mobile eCommerce growth.

This is one of three breadcrumbs hypotheses being tested. Review early results from the SIMPLIFY BREADCRUMBS and REMOVE BREADCRUMBS experiments.

CONTROL – MOBILE

TREATMENT – MOBILE

Suppress Product-Level Breadcrumbs Experiment Experiment

How It Works

We are suppressing the last level of the breadcrumb trail — the product name — on the treatment group and monitoring results on RPV and mobile commerce growth.

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. For example, a product name breadcrumb that reloads the product page is redundant. Hiding it helps reduce visual distractions for the buyer, particularly on mobile devices.

Results: Suppress Product-Level Breadcrumbs Experiment

Average performance numbers are based on results from March 14, 2019 to September 15, 2019 from 7 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

+3.16%

+10.00%

-6.67%

245,847

198,783

Desktop

+4.11%

+0.36%

+3.54%

255,568

210,773

Tablet

+42.01%

+9.42%

+25.25%

28,352

27,460

Results: Suppress Product-Level Breadcrumbs Experiment

Average performance numbers are based on results from March 14, 2019 to September 15, 2019 from 7 merchant sites.

Average Experiment Results So Far*

Mobile

Average Lift
Revenue per Visitor (RPV)	Conversion Rate (CR)	Average Order Value (AOV)
+3.16%	+10.00%	-6.67%

Total Visitors: Treatment: 245,847 | Control: 198,783

Desktop

Average Lift
Revenue per Visitor (RPV)	Conversion Rate (CR)	Average Order Value (AOV)
+4.11%	+0.36%	+3.54%

Total Visitors: Treatment: 255,568 | Control: 198,783

Tablet

Average Lift
Revenue per Visitor (RPV)	Conversion Rate (CR)	Average Order Value (AOV)
+42.01%	+9.42%	+25.25%

Total Visitors: Treatment: 28,352 | Control: 27,460

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: Suppress Product-Level Breadcrumbs Experiment

What It Means

While this experiment shows modest positive RPV lift, the average overall results remain strong. Suppressing the product name in the breadcrumb trail is resulting in an average RPV and CR lift on mobile devices of 3.16% and 10.00% respectively. These results suggest a high probability for some positive lift for most merchants and out of the three breadcrumb experiments, this one appears to be the most promising.

Things to Consider

If the product name is not visible above the fold on a product page, the product name breadcrumb may be the only indicator of the product the user is viewing. Take note of this before removing the product name from the breadcrumb trail.

Who Should Try It

We recommend this experiment for any merchants who currently use breadcrumb trails on their eCommerce site.

Who Should Try It

We recommend this experiment for any merchants who currently use breadcrumb trails on their eCommerce site.

Related Experiments

SIMPLIFY BREADCRUMBS

REMOVE BREADCRUMBS

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