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A/B Testing Idea #28 - Restructure your navigation menu

Tactic_Restructure your navigation menu

Description

Re-ordering your navigation menu by putting the most important links at the beginning and the end of your menu will help to ensure visitors notice and click on them. Research has shown that people recall the first and last items in a series best, and the middle items worst. From our experience, links at the beginning and end of a menu on a website receive the most clicks.

Principles

  • Serial Position Effect (Ebbinghaus, 1913; Murdock, 1962; Glanzer & Cunitz, 1966)
  • Processing Efficacy (Jacoby & Dallas, 1981)

The Research

Serial Position Effect

The Serial Position Effect is the way in which people tend to recall the first and last items in a series best, and the middle items worst.

Processing Efficacy

We tend to prefer things that are simple for us to understand or use.

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