?? Upgrade Your Navbar To Boost Conversion and Content Discovery

During the ongoing quest to optimize website conversion rates, we often focus on the Big 3: home page, pricing pages, and landing pages.

But what about the silent hero of the website world that sits there quietly across all pages, waiting patiently to be at your service?

I'm talking about the navigation bar.

The navbar is often overlooked, even though it can make a significant difference in conversions and content discovery. And that's what Kirsty Finlayson, Head of Marketing at?Chameleon, set out to prove.

Upgrade Your Navbar To Boost Conversion and Content Discovery

Here was Chameleon's problem: Their conversion path was too restrictive. And most of their great content, of which they had lots, was hidden. Nobody was reading it.

Prospective customers would waltz into sales calls totally unaware of Chameleon’s biggest selling points. It hurt conversion, and it put the burden on the sales team to educate customers about Chameleon’s key value props.

But navbars are sacred. Marketers don’t like to mess with them because they get so much visibility and are often artifacts of decisions made by senior leaders long ago.

So, the challenge was to figure out how to adjust the navbar without negatively impacting conversion. So she followed a?3-step navbar optimization playbook.

Step 1: Validate assumptions about current user behavior

Before making any changes, Kirsty used Hotjar recordings and Google Analytics metrics to understand user behavior. She noticed that people were converting well from Chameleon's features pages, but not many were finding those pages.

Step 2: A/B test changes to the navbar

Kirsty used Mutiny to test simple navbar changes, adding dropdowns like "Use Cases" and "Integrations" to highlight existing content. She believed these additions would better educate customers and improve overall conversion.

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Here's what the control navbar looked like:

And the test navbar:?

Notice how she actually added more items to the navbar to encourage discovery. We've also seen others?remove items from the navbar?to encourage conversion on high-intent landing pages. That's why it's important to do your own analysis to see behaviors on your site.

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Step 3: Analyze the impact

Chameleon's site saw a?30% overall conversion increase. Impressively, 86% more people visited the use case pages, 120% more people found the features pages, and 100% more people made it to the integrations page. The homepage bounce rate also dropped by 10%.

There are amazing results, but anecdotally, Kirsty was hearing from customers that their website was user-friendly and easy-to-navigate compared to competition. Which is about as good a compliment as a website can get.

For more insights on Kirsty's navbar optimization journey,?check out the rest of her detailed playbook.

What does Mutiny do again?

Mutiny is a conversion platform that allows marketers to convert more of their top-of-funnel traffic into customers. Mutiny is trusted by Notion, Brex, Snowflake, 6sense, and hundreds more of the fastest growing companies in the world to power their conversion.

Want a walkthrough of how Mutiny works??Take an interactive demo.

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