Top Nav Redesign

Background

TSB have designed a new top navigation menu for both mobile and desktop and would like to ensure that the changes have no negative impact on visits to some of the key overview and product pages. By validating these design changes, TSB would also like to understand any changes in navigation behaviour.

 

Hypothesis

By redesigning the top navigation menu, we expect to see an uplift in visits to key site areas including overview pages and product pages. We do not expect to see any negative impact on internet banking registrations or login behaviour despite lower prominence within the menu.

 

Design Changes

  • Overall navigation is significantly slimmer, exposing more of the page on initial load for desktop devices.
  • Personal & Business tabs are restyled and left-aligned within the navigation.
  • Register, Help & support, Money Confidence, and Login have been restyled to match the rest of the navigation in terms of the font. Particularly focus on Login, which has a permanent blue background.
  • Search functionality has higher prominence, which on click displays the search bar.
  • Level 2 and Level 3 navigation remains largely unchanged aside from styling updates.

Targeting

  • All Pages within Personal Banking

Test Goal

  • Increase visits to product overview pages
  • Increase visits to product pages
  • Increase app starts

Devices

  • Mobile
  • Desktop

Audiences

  • All visitors (Excluding internal TSB IPs)

#1. Which one do you think is the winner?

View Result

Result

Congrats! You got it right.

 

Winner: Variation 1
Start: 09/12/21
End: 20/12/21
Duration: 12 days
Control Visitors: 238,522
V1 Visitors: 234,906

 

 

Highlights

  • We observed a statistically significant uplift in visits to the PCA Overview page of 6.8% and a  1.3% uplift in visits to the Credit Cards Overview.
  • This resulted in an uplift in PCA product pages visits of 4% and credit card product page visits of 5%.
  • There is clear evidence that the redesigned navigation encourages a higher proportion of visitors to reach a variety of TSB’s key site areas.
  • Despite the reduction in prominence for nav links such as Internet Banking Register, we observed no impact on visits to this page.
  • There was a 9.48% drop in visits to the Help & Support Hub, possibly due to its’ reduction in prominence within the nav, but also a lower demand for assistance from users looking to investigate specific products.

 

Recommendations

There is clear evidence that the redesigned navigation encourages a higher proportion of visitors to reach some of TSB’s key site areas.
There also appears to be no negative impact of reducing the prominence of the internet login and registration CTAs, which continue to drive a large volume of clicks from within the navigation. There is no evidence that the inclusion of labels on the mobile header encourages a higher click rate, particularly for the main hamburger menu. However, the inclusion of the search icon appears to be beneficial for users and has seen a reasonably high click rate.

We can therefore be confident that the redesigned navigation has no negative impact on overall performance or user progression into overview and product pages and can recommend deploying variation 1 to 100% of both mobile and desktop visitors.

Unfortunately, you didn’t get it right. Variation 1 was the winner.

 

Winner: Variation 1
Start: 09/12/21
End: 20/12/21
Duration: 12 days
Control Visitors: 238,522
V1 Visitors: 234,906

 

 

Highlights

  • We observed a statistically significant uplift in visits to the PCA Overview page of 6.8% and a  1.3% uplift in visits to the Credit Cards Overview.
  • This resulted in an uplift in PCA product pages visits of 4% and credit card product page visits of 5%.
  • There is clear evidence that the redesigned navigation encourages a higher proportion of visitors to reach a variety of TSB’s key site areas.
  • Despite the reduction in prominence for nav links such as Internet Banking Register, we observed no impact on visits to this page.
  • There was a 9.48% drop in visits to the Help & Support Hub, possibly due to its’ reduction in prominence within the nav, but also a lower demand for assistance from users looking to investigate specific products.

 

Recommendations

There is clear evidence that the redesigned navigation encourages a higher proportion of visitors to reach some of TSB’s key site areas.
There also appears to be no negative impact of reducing the prominence of the internet login and registration CTAs, which continue to drive a large volume of clicks from within the navigation. There is no evidence that the inclusion of labels on the mobile header encourages a higher click rate, particularly for the main hamburger menu. However, the inclusion of the search icon appears to be beneficial for users and has seen a reasonably high click rate.

We can therefore be confident that the redesigned navigation has no negative impact on overall performance or user progression into overview and product pages and can recommend deploying variation 1 to 100% of both mobile and desktop visitors.

 

Get a copy of the full report

You can download the full report in pdf format from the link down below.

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