Changing the mobile top navigation to a fixed bottom navigation

Matalan
Consumer goods, E-Commerce
All
Ease of use, Usability
August 2017
decrease
orders
 AB TestControl and variation

decrease

A
B
Malatan is a British fashion and homeware retailer with 200 stores across the UK. Matalan’s optimization goal was to improve the ease of navigation to ensure users could readily find the right product and move through their large and diverse product range seamlessly.

Hypothesis

  Moving the navigation bar to the bottom on mobile will increase conversions, as it is easier for users to access the navigation (using their thumbs in typical mobile phone position).

Results

The variation did not beat the control. There was one exception, however – the interaction with the basket icon actually increased in the bottom position.

Learnings

Moving the navigation bar to the bottom did not work for Malatan.
An interesting follow-up test would be to test a combination of top and bottom navigation. This is a common navigation in social apps such as the Facebook and Instagram apps. The hamburger menu and search bar could be on top and the wishlist, account and shopping cart on the bottom navigation.

Source: www.thinkwithgoogle.com
Company Matalan
Website www.matalan.co.uk
Market Consumer goods, E-Commerce
Test data
Test element Navigation
Page All
Conversion principle Ease of use, Usability
Result decrease orders

Leave a Reply

You must be logged in to post a comment.