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Which navigation increased sales? One variation has a fixed sub-navigation while the other opens when Shop is clicked.

Screenshot demonstrating a website menu change when "shop" is clicked, showing different submenu options under two variations.

The results:

Variation B for successful checkout had a lift of 12.16% @ 77% statistical confidence.

The basic rule here is that the sub-navigation will not get clicked as much if it is not visible. A shopper looking for one product may discover another if it is visible. However, there is a balance here. Too much in a navigation can cause visual noise and nothing is read.

With all tests, you must test this on your site before implementing it. A test result from one site does not indicate it will be the same on another site due to many factors.

Greg Ahern