Repositioning “Hats” to top-level navigation increases visibility and user efficiency

Discover how renaming "Headwear" to "Hats" in navigation improved clickthrough rates by 2.6%, enhancing user engagement and accessibility.

Metric

Clickthrough rate

Lift change

-9.4%

Repositioning “Hats” to top-level navigation increases visibility and user efficiency – Control screenshot

Control

Repositioning “Hats” to top-level navigation increases visibility and user efficiency – Variation screenshot

Variation

If we rename “Headwear” to “Hats” and move it to a top-level navigation position, then the clickthrough rate will rise because “Hats” is a more familiar, intuitive label and top-level placement increases visibility.

What We Changed

  • Renamed “Headwear” to “Hats” in the main navigation.
  • Moved “Hats” to a standalone top-level navigation item.
  • Ensured styling and spacing matched existing top-level items.
  • Removed “Headwear” from all navigation instances.

Detailed breakdown

Conversion Rate

-10.9%

Bounce Rate

-2.8%

Revenue

-11.14%

Key Learnings

  • "Hats" as a label improved clickthrough but did not convert to sales.
  • Increased visibility reduced bounce rates slightly.
  • Users found the category more accessible but did not proceed to purchase.
  • Familiar labels can improve navigation efficiency but may not impact conversions.