SUPPRESS PRODUCT-LEVEL BREADCRUMBS

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.

THE RESULTS SO FAR*

Suppress Results

RESULTS DISTRIBUTION

Suppress Distribution

*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

What We Are Doing

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 Doing 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.

ANALYSIS OF DATA

What It Means

Early on, suppressing the product name in the breadcrumb trail is resulting in a positive RPV lift for over 80% of merchants. The average RPV lift on mobile devices is particularly high — 17.21%.

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 USE 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.