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