Site navigation can make or break the user experience on your site.
So what can you do about it?
In today’s MarketingExperiments Blog post, I wanted to share with you an interesting experiment from our latest Web clinic that shows how a tourism group increased leads 34% by testing their site navigation.
Before we get any further, let’s take a look at the experiment:
Background: A tourism commission seeking to enhance visitor interaction with their website content in order to boost appeal for choosing their city over other destinations.
Goal: Test the site navigation to increase visitor engagement with key site content.
Primary Research Question: Which navigation type will increase site engagement?
Secondary Research Question: Which navigation type will lead to the highest lead generation rate?
Test Design: A/B/C split test
In the control above, the MECLABS research team hypothesized that the navigation was increasing user friction by including an almost-overwhelming amount of options.