Experiments

SUPPRESS PRODUCT-LEVEL BREADCRUMBS

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

Suppress Product-Level Breadcrumbs - Control

TREATMENT – MOBILE

Suppress Product-Level Breadcrumbs - Treatment

Remove Wishlist Experiment

How It Works

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.
null

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.

Average Experiment Results So Far*

Device TypeAverage LiftTotal Visitors
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
TreatmentControl
Device Type: MobileMobile
+3.16%+10.00%-6.67%245,847198,783
Device Type: DesktopDesktop
+4.11%+0.36%+3.54%255,568210,773
Device Type: TabletTablet
+42.01%+9.42%+25.25%28,35227,460

Results: Suppress Product-Level 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)
+3.16%+10.00%-6.67%

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

Device Type: DesktopDesktop
Average Lift
Revenue per Visit
(RPV)
Conversion Rate
(CR)
Average Order Value
(AOV)
+4.11%+0.36%+3.54%

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

Device Type: TabletTablet
Average Lift
Revenue per Visit
(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

Distribution of Average RPV Lift - Suppress Product Breadcrumb

*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

What It Means

This experiment continues to show strong results with positive RPV lift for over 80% of merchants. Suppressing the product name in the breadcrumb trail is resulting in an average RPV and CR lift on mobile devices of 16.38% and 22.11% respectively.

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.

Interested in Learning More?

Get deeper insights into over 120 experiments focused on increasing mobile eCommerce growth available through the Initiative.