CRO: Redesigned Navigation Led to a 200% Increase in Conversions

Redesigned navigation led to a 200% increase in order samples for this B2B construction company.

200% Order sample conversions
21% Increase in pages per session
32% Increase in session duration

This B2B construction company had low traffic to their product pages, leading to low conversions. How could we help them improve the user journey so that searchers found and ordered their product samples?

Our Approach
  1. Identified friction points through a mix of client heatmaps, analytics, and competitor research
  2. A/B tested naming conventions in navigation to help users move more effectively through the conversion funnel
Original Navigation

screenshot of navbar with product page heading to be tested

Winning Variant

screenshot of navbar with winning variant highlighted


chart of a/b test results

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