Small Business: Desktop: Adding Visible Sub Nav
Background
The Small Business page has a bounce rate of around 50%. This is considerably higher than the other product pages (Public Liability 31%, Landlord 25%).
With only 36% of users scrolling down the page the content above the fold needs to grab users attention and help them find relevant content quickly.
Users arrive at the page with different needs. Many already know the product they are looking for and others need more guidance related to their occupation.
Hypothesis
Introducing a sub nav visible by default on the Small Business page will help more users find relevant content more quickly and prevent users from bouncing. This will result in an increase in Visit to Start Quote.Design Changes
- A sub nav has been added beneath the top nav in the same style as on the car cover page.
- The sub nav items link to four different pages.
Targeting
- Small Business page
Test Goal
- Increase Visit to Start Quote (undefined)
Devices
- Desktop
Audiences
- All visitors
#1. Which one do you think is the winner?
Results
Congrats! You got it right.
Winner: Control
Start: 14/12/21
End: 27/01/22
Duration: 7 weeks
Control Visitors: 4,077
V1 Visitors: 4,099
Highlights
- Adding a sub nav linking to the main business insurance product pages on the Small Business Insurance page did not result in any significant change in All SME Start Quotes (-1.96%, 49% significance).
Conclusions
- A fairly low percentage of users engaged with the sub nav compared to the main nav.
- Public Liability was the most popular link to click.
- A prominent Public Liability link attracts clicks from tradespeople who would otherwise have proceeded to the Tradesperson page. This caused a slight shift from Unknown Trade Start Quotes to more Undefined Start Quotes.
- Adding the sub nav did not result in any significant change in undefined Start Quotes or All SME Start Quotes overall.
- Signposting to individual business insurance product pages has very little impact on user behaviour.
Next Steps
- As there was no significant change observed in Start Quote it is recommended to keep the control.
- Consider testing an occupation based sub nav to see if this attracts more clicks than individual product links and helps users to progress to more relevant content for their profession.
Unfortunately, you didn’t get it right. Control was the winner.
Winner: Control
Start: 14/12/21
End: 27/01/22
Duration: 7 weeks
Control Visitors: 4,077
V1 Visitors: 4,099
Highlights
- Adding a sub nav linking to the main business insurance product pages on the Small Business Insurance page did not result in any significant change in All SME Start Quotes (-1.96%, 49% significance).
Conclusions
- A fairly low percentage of users engaged with the sub nav compared to the main nav.
- Public Liability was the most popular link to click.
- A prominent Public Liability link attracts clicks from tradespeople who would otherwise have proceeded to the Tradesperson page. This caused a slight shift from Unknown Trade Start Quotes to more Undefined Start Quotes.
- Adding the sub nav did not result in any significant change in undefined Start Quotes or All SME Start Quotes overall.
- Signposting to individual business insurance product pages has very little impact on user behaviour.
Next Steps
- As there was no significant change observed in Start Quote it is recommended to keep the control.
- Consider testing an occupation based sub nav to see if this attracts more clicks than individual product links and helps users to progress to more relevant content for their profession.
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