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
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 | |||
| +3.16% | +10.00% | -6.67% | 245,847 | 198,783 | ||
| +4.11% | +0.36% | +3.54% | 255,568 | 210,773 | ||
| +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
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.
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