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. In this experiment, they tested sticky navigation: the navigation being always stayed available for users no matter where they were on the page or how deep they scrolled.
Hypothesis
Fixing the mobile navigation on the top will increase checkouts. With search and shopping cart available all the time – it will be easier for shoppers to find products and start the checkout process.
Results
This resulted in an increase in total interactions, with 10% more interactions with the navigation and 5% more checkout starts.
Learnings
As mobile pages are quite long and require a lot of scrolling – a sticky navigation can be helpful.
Note that the sticky navigation might not be preferable in the checkout, as this would distract from the purchase process. Malatan does not have a sticky navigation on the shopping cart and checkout pages.
Test details
| Test element |
Navigation
|
| Page type |
All |
| Test date |
August 2017 |
Website information
