Cafeine Informers mission is to provide accurate information about the risks of caffeïne consumption. They wanted to test the effectiveness of the common ‘hambuger’style mobile menu and conducted a series of tests.
Hypothesis
A text with ‘menu’ will lead to more clicks than the ‘hamburger’ icon
Results
The bordered menu was clicked on significantly more than our hamburger icon.
| Test |
Visitors |
Conversions |
CR |
Change |
Significance |
| A burger + border |
12684 |
308 |
2,4% |
|
|
| B menu + border |
12660 |
347 |
2,7% |
12,9% |
94% |
| C menu + burger + border |
12900 |
331 |
2,6% |
5,7% |
62% |
| D menu without border |
13017 |
246 |
1,9% |
-22,2% |
97% |
Learnings
Cafeine Informers concluded: ‘a flat hamburger icon may not be ideal on a responsive website (remember this is a website not an app). Using the word MENU (and making it look like a button) could be more helpful for visitors.’
Another explanation would be the increased size of the menu (more screen real estate).
Test details
| Test element |
Navigation
|
| Page type |
Home |
| Test date |
February 2014 |
Website information
| Company |
Caffeine Informer |
| Market |
Not for Profit |
