Case Study: Does Giving Too Much Choice in the Mega Menu Hurt Conversions?

Heatmaps, session recordings, and user lab sessions showed us that users were struggling to find specific clothing types they wanted from this retailer.

It appeared that there were too many choices in the navigation, and visitors were struggling to narrow the choice down to the pieces of clothing they actually wanted. Users were getting lost within the navigation and were landing up on PLPs which they weren’t really interested in.

Customer survey research suggested that choice paralysis was prominent with users who often find themselves making inappropriate choices as there were too many in the first instance.

Survey reports also indicated that the visual presentation of the navigation does not meet users’ needs, as content within the mega navigation was being ignored or potentially not relevant to users.

Analytics data showed that several options in the navigation were not interacted with. Card-sorting exercise also helped to indicate where there was misalignment between where users expected to see something and where it actually was.

Hypothesis and Psychological Technique Applied

When we face excessive choices, decisions become less likely—such as not buying anything because there are too many options too choose from (the Paradox of Choice).

By decluttering the navigation menu and making options easier to understand, we believed we could help users get to the right PLP and product detail page, thereby improving their buying experience and increasing orders.

Experiment

We radically redesigned the Mega Nav menu with clearer categorisation images and text.

 

Mega menu redesign

Control

Mega menu redesign

Variation 1

Mega menu redesign

Variation 2

Mega menu redesign

Variation 3

Results

From the observed data, we were able to see that the Variation showed a high probability of being better than the Control.

Learnings

The Variation performed better than Control on 4 metrics: conversion rate, bounce rate, time on site, and average order value.

Improving the way we take in information gives us a better chance of doing something about the information we have taken in (i.e. make a positive decision), in this case increasing sales.

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