Pattern #14: Exposed Menu Options

Pattern #14  Tested 10 timesFirst tested by Lisa Seaman Recently tested by Samuel Hess on Dec 23, 2020

Based on 10 Tests, Members See How Likely Version B Wins Or Loses And By How Much

LOSSES
-5
-4
-3
-2
-1
FLAT
+1
+2
+3
+4
+5
WINS

Measured by the sum of negative and positive tests.

A B
Exposed Menu Options (Variant A) Exposed Menu Options (Variant B)

Expected Median Effects Of B

?

Progression

(6 tests)

?

Leads

(1 tests)

?

Signups

(3 tests)

-

Engagement

?

Sales

(5 tests)

-

Revenue

-

Retention

-

Referrals

?

ANY PRIMARY

(10 tests)

Tested on

Tests

Pattern #14: Exposed Menu Options
Was Tested On Prepagent.com by Arthur Sparks

Replaced

Isolated

Test # 290 on Prepagent.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Arthur Sparks    Mar 23, 2020 Test link

Find Out How It Did With 26,029 Visitors

  • Measured by total purchases

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Pricing

In this experiment, a simple pulldown menu (for US state selection) was replaced with all state options shown as selectable buttons. The states were also abbreviated.

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The Same Pattern Was Also Tested Here

Added

Isolated

Test # 329 on Snocks.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Samuel Hess    Dec 23, 2020 Test link

Find Out How It Did With 58,462 Visitors

  • Measured by adds to cart

  • Measured by total sales

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

In this homepage experiment, a series of product categories were shown more visible near the top of the screen (instead of only being shown inside the hamburger menu). They linked up to corresponding listing pages with such items as: gifts, short socks, long socks, and underwear. Impact on adds-to-cart and total sales was measured.

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Added

Isolated

Test # 303 on Thomasnet.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Julian Gaviria    Jun 26, 2020 Test link

Find Out How It Did With 3,326,087 Visitors

  • Measured by views of company pages

  • Measured by company requests for information

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Global

In this experiment variation, the saved suppliers feature was surfaced in the global navigation.It was already possible to save supplier companies from listing and specific company pages. This experiment aimed to increase the saving functions visibility and possibly increase more leads. 

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Replaced

Isolated

Test # 269 on Thomasnet.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Julian Gaviria    Nov 15, 2019 Test link

Find Out How It Did With 6,168 Visitors

  • Measured by total searches (from any 6 categories)

  • Measured by registrations from detail pages

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  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

In this experiment, the variation exposed 6 of the options from the pulldown menu as tabs.

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Replaced

Isolated

Test # 268 on Backstage.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Stanley Zuo    Nov 08, 2019 Test link

Find Out How It Did With 208,456 Visitors

  • Measured by visits to detail page

  • Measured by starts subscription flow

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  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Listing

The change in this experiment was an exposed SEO panel (B) with a number of clickable filter options. 

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Added

Isolated

Test # 186 by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Devesh Khanal    Jul 02, 2018 Test link

Find Out How It Did With 76,974 Visitors

  • Measured by visits to product pages

  • Measured by product orders

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Home & Landing

In this experiment, additional product categories were added at the top of the navigation.

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Replaced

Isolated

Test # 110 on Trydesignlab.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Daniel Shapiro    Jul 01, 2017 Test link

Find Out How It Did With 21,129 Visitors

  • Measured by form submits

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Home & Landing

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Replaced

Isolated

Test # 107 on Examine.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Martin Wong    May 22, 2017 Test link

Find Out How It Did With 10,662 Visitors

  • Measured by checkout page visits

  • Measured by total sales

Zoom In
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
  • ?% (? successes out of ? visits)
B
Product

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Replaced

Isolated

Test # 94 on Vivareal.com.br by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Rodrigo Maués    Feb 01, 2017 Test link

Find Out How It Did With 20,709 Visitors

  • Measured by successful form submits

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Signup

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Added

Isolated

Test # 55 on Autodesk.com by $conducted_test->test->user_->first_name . ' ' . $conducted_test->test->user_->last_name Lisa Seaman    Aug 11, 2016 Test link

Find Out How It Did With 453,820 Visitors

  • Measured by visits to trial page

Zoom In
  • ?% (? successes out of ? visits)
A
  • ?% (? successes out of ? visits)
B
Home & Landing

In this test, some of the menu options (accessible in the top right hamburger menu) were copied over onto the top navigation. The options that were exposed were "All Products", "Free Trial" and "Buy".

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Leaks

Leak #2 from Booking.com   |   Mar 8, 2019 Home & Landing

Booking.com A/B Tested And Exposed Incremental UI Controls

A - Jan 2, 2019
B - Jan 2, 2019 IMPLEMENTED

I especially like this particular leak because there is a slight possibility I might have actually inspired Booking to a/b test it - how cool is that? In late November of 2018 I shared some search concepts, one of which suggested incremental UI controls for Booking's guest selector. View Leak

+0.5 Evidence

Leak #6 from Booking.com/apartments   |   Apr 22, 2019 Home & Landing

Booking A/B Tested And Rolled Out An Expanded Calendar Control

A - Mar 6, 2019
B - Mar 6, 2019 IMPLEMENTED

This leaked experiment captures a very simple and isolated change on Booking's apartment landing page. The tested change was the automatic exposure of the calendar menu instead of keeping it collapsed (requiring an extra click to open the date picker). A few weeks later, the experiment was observed to have been completed with the exposed calendar version (B) as implemented. View Leak

+0.5 Evidence

Leak #37 from Bol.com   |   Dec 17, 2019 Listing

Bol Discovers Something Better Than Classic Pulldown Menus, As Expected

A - Oct 31, 2019
B - Oct 31, 2019 IMPLEMENTED

When Bol ran their list vs grid view experiment, they also included a variation that tested for another very simple change: the exposure of menu options. That is, the listing page variant was designed to check if three more visible pull down options would be better or worse than just showing them hidden inside the pulldown. View Leak

+0.5 Evidence

For each pattern, we measure three key data points derived from related tests:

REPEATABILITY - this is a measure of how often a given pattern has generated a positive or negative effect. The higher this number, the more likely the pattern will continue to repeat.

SHALLOW MEDIAN - this is a median effect measured with low intent actions such as initiating the first step of a lengthier process

DEEP MEDIAN - this is derived from the highest intent metrics that we have for a given test such as fully completed signups or sales.